The London Design Festival has been chosen as the international platform to launch WRONG FOR HAY, the new venture of Danish design company HAY and London-design based Sebastian Wrong. Wrong is well known as the design development director of Established & Sons, the British design company that he co-founded in 2005. The collection includes furniture, accessories, textiles and lighting, with pieces designed by an international and diverse group of designer, such as Bertjan Pot, Stefan Diez, Anderssen & Voll, as well as in-house ones.

As a founding member and Design Director of Established & Sons and the creator of innovative design platform The Wrong Shop, Sebastian Wrong has worked alongside some of the most important designers and manufacturers of the contemporary era. His work draws upon the intersection of art, design and manufacturing and the WRONG FOR HAY collection includes a selection of new designs from his studio.

“The concept was born out of developing a new lighting collection for Hay because they don’t have any lighting,” said Wrong. “That concept grew larger and larger into actually doing a comprehensive collection, which is what we’re representing.” “[The collection is] extremely well priced as well, which has been a big motivation. A huge part of the brief was to hit a certain price point, which is very important for us, and I think we’ve succeeded in doing that.”

designer: sebastian wrong
producer: hay
period: 2013