TSA_DESIGN_LDF_Wrong-for-HAY-imageSebastian Wrong, founding member & former design director of Established & Sons and co-collaborator with artist Richard Woods with WRONG WOODS, will unveil WRONG for HAY with Danish design brand HAY during London Design Festival.

WRONG for HAY will debut furniture, lighting, textiles, glassware and ceramics – abiding by the Hay philosophy of  ‘good design at accessible prices.’ With Wrong steering the creative direction, the collection is set to feature new products from both emerging and established design names.

We can be experimental and sophisticated but also pragmatic. It’s a platform for new work that celebrates London’s design culture. 

Sebastian Wrong


Among the collection are a ceramic range by Ian McIntyre, textile designs by Memphis group founding member Natalie Du Pasquier and fashion designer Bernhard Wilhelm; and the heralded production debut of the award-winning ‘The Wooden Shelf’ interlocking shelving by Lucien Gumy.



The interlocking wooden shelf by Swiss industrial design Gumy won the D3 award at imm Cologne last January – the system assembled without the use of tools, screws or glue. Read more on the project here.

wrongforhay.com // September 14 – 22, London Design Festival

IMAGES courtesy of HAY / shelving ECAL by Bruno Aeberli