“I start in January,” says Wrong from his London studio. The new range of furniture, home accessories and lighting will launch during the London Design Festival in September 2013. “It’s really important for Hay that it launches here in London and not in Stockholm or Milan,” says Wrong. “It’s a very Scandinavian brand at the moment and they are keen to make it more international.”
Wrong will set up an office for Hay in London and his Wrong for Hay range will include designs by himself, as well as other designers. “Hay built a brand around the idea of selling competitively priced designs and Wrong for Hay will continue in this vein.”
Hay was founded in 2002 and has taken a very different approach to Established & Sons in terms of marketing itself and as a result has remained more low profile. Nonetheless, the brand’s reputation has grown and with that bigger-name designers have come onboard. Earlier this autumn it launched the A-collection of chairs and tables by Erwan and Ronan Bouroullec and the New Order shelving system by Stefan Diez.
The foundation of Wrong for Hay and the fact that Wrong is now associated with the brand will help to build the brand’s international reputation.
“We have great admiration for the products which Sebastian Wrong created as co-founder and design director of Established & Sons,” says Rolf Hay, the company’s director. “We consider the achievements and the contribution to design which were directed by Wrong while in this position as one of the most important movements in the design industry in our generation.”