New label: Wrong for Hay

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Article from the 2013-09-23

The British designer Sebastian Wrong and the Danish manufacturer Hay presented their new common project Wrong for Hay in the event of this year’s London Design Festival. A Gregorian city villa and a restaurant served as presentation places for the products that made the first collection of the new label.

Sebastian Wrong receded from his job as design chef from Established & Sons last year – it was the label he co-founded in 2005. This made it possible for the British to concentrate on projects, such as the new label Wrong for Hay which was presented to the public from the 14th to the 22sn of September on the London Design Festival for the first time.

Wrong for Hay

Sebastian Wrong designed a collection for Hay, which includes several sofas, chairs, stools and armchairs, tables, a pendant lamp and accessories such as a breadbox, tableware or a calendar, together with established designers, such as Anderssen & Voll, Stefan Diez or Shane Schneck as well as young, talented designers. Even textiles and glass ware belong to the all-including collection of 34 products as a total. With this step, Hay established an independent London offshoot with the label Wrong for Hay.

„The concept was born out of developing a new lighting collection for Hay because they don't have any lighting”, explained Sebastian Wrong in an interview with Dezeen. „That concept grew larger and larger into actually doing a comprehensive collection, which is what we're representing.” Thereby, not only product designers collaborate in the collection Wrong for Hay, but also fashion designers, such as Bernhard Willhelm or the Memphis-foundation-member Nathalie Du Pasquier.

Different design languages, common character

”It's a mix and match aesthetic from working with a number of international designers on individual products, as well as designing a lot within our in-house team. It's quite an eclectic range but there's a character that runs through the whole body of work, which pulls it together." Said Sebastian Wrong, who will manage the new label in the future. The tight relation between the designer, the manufacturer, the distributor and the customer will not only enable affordable prices, but it is also the basic pillar of the philosophy of the new sub label Wrong for Hay.

The creative energy of London will move Wrong for Hay to discover new market partners, products and markets. The debut collection is an example for such energy, by unifying established designers and young talents in a common collection – a contrastive series, which emphasizes the design differences, without hiding the common character.


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