BRAND BOOK
INDEX The Brand Product Our Designers Brand collaborations HAY in the World
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Founded in Denmark in 2002, HAY is a contemporary design company grounded in the belief that good design belongs in everyday life. From the beginning, HAY was conceived as a new type of design company – developing contemporary design for the realities of modern living, but at a more accessible price point than industry standards. This founding principle continues to motivate the brand today.
INTRO
Led by Founders and Creative Directors Mette and Rolf Hay, HAY remains committed to working with their generation’s leading designers to bring good design into more people’s lives.
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THE BRAND
VISION
HAY’s ambition is to offer good, democratic design by creating highquality, well-designed products together with the world’s leading designers
THE BRAND
“When we founded HAY, our goal was to work with the best designers in the world to make products our friends could afford.” — METTE AND ROLF HAY, FOUNDERS AND CREATIVE DIRECTORS OF HAY 6
MISSION
Through contemporary furniture, accessories, and lighting, HAY works to make good design more readily available – bringing thoughtful design into scalable production without compromising on quality, functionality, or aesthetics.
THE BRAND
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STORY
Mette and Rolf Hay founded HAY in 2002 out of a deep appreciation for design. What began as a modest offering in a small Copenhagen store with a staff of three has grown over the years multi-national company, with HAY now spanning three main categories: furniture, accessories, and lighting.
THE BRAND
“We started HAY out of a deep love for design – it was something we felt compelled to create: a home for our passion.” — ROLF AND METTE HAY, FOUNDERS AND CREATIVE DIRECTORS OF HAY 8
After establishing a strong presence in the European market and making a notable impact on the design industry, HAY expanded into Asia. In 2018, the brand entered a new chapter through a partnership with American design company Herman Miller (now MillerKnoll), which acquired a majority share in HAY. This partnership introduced HAY’s thoughtfully designed products to an even broader audience and strengthened its foothold in North America, further extending the brand’s global reach.
“MillerKnoll is the perfect partner to expand HAY’s position in North America. On a personallevel, Herman Miller and the work of Charles and Ray Eames are big reasons for what we do what we do today, and we are excited to align with a company that shares our sense of purpose and values.”
THE BRAND
— ROLF HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY FURNITURE & LIGHTING
Mette and Rolf Hay continue to hold the remaining shares in their eponymous design brand, with Rolf serving as Creative Director of HAY Furniture & Lighting and Mette as Creative Director of HAY Accessories.
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Today, HAY retails in more than 70 countries worldwide, anchored by its four-storey flagship store and showroom in the heart of Copenhagen. The brand also operates 14 dedicated showrooms for wholesale dealers, architects, and design professionals – spaces for inspiration and for showcasing our evolving collections.
THE BRAND
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INSPIRATION
At HAY, we work with the world’s leading designers in a democratic context shaped by three primary sources of inspiration: art, architecture, and contemporary culture. We have always drawn closely from our surroundings, staying attuned to contemporary culture to keep pace with the world around us.
THE BRAND
“What I admire about art is the unexpected and the original. Architecture is the context and the home of what we create, while contemporary culture reflects the spirit of our time. The best products we have made exist somewhere between these three environments, drawing from a little of each.” — ROLF HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY FURNITURE & LIGHTING 11
VALUES
Even as HAY has expanded across continents and into more design categories, the same five essential values continue to shape and motivate our brand today.
THE BRAND
“At HAY, our goal has always been to foster a warm, sympathetic approach in everything we do. To truly democratise design, we must go beyond the products themselves and create meaningful connections in every interaction.” — ROLF HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY FURNITURE & LIGHTING 12
PASSION We are driven by a love of design and a commitment to innovation. We strive to create products that people truly appreciate, not only for the tasks they accomplish but also for the way they look and feel. This means rethinking everyday items in original ways while embracing new methods and cuttingedge technologies. FUNCTION At HAY, form always follows function. Our products are beautiful, fresh, and stylish, but usability and comfort come first. Every design prioritises the essential.
RESPONSIBILITY High quality means thoughtfully designed, well-crafted, and built to last. At HAY, we strive to reduce our environmental footprint while creating durable products made to be used for years to come.
THE BRAND
COMMUNITY HAY is an international company; our design crosses borders. From our designers to our suppliers to our product development teams, working together is fundamental to who we are.
BELONGING For HAY, democratic design is not only about products but about creating a sense of belonging. It calls for a reimagined approach to an industry that has often felt inaccessible – a commitment to how we engage with designers, suppliers, and customers, and ultimately to the products we bring to life. Without these warm, sympathetic relationships, design itself would lack purpose.
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PRODUCTS
PRODUCTS
HAY is motivated by the realities of contemporary life, where the boundaries between personal and professional spaces are increasingly fluid. We create innovative solutions to meet the evolving needs of modern living – whether at home, in the office, or beyond. Our collection spans furniture, accessories, and lighting, all designed to be flexible, versatile, and diverse, offering a fresh perspective on theeveryday objects that shape our lives. This versatility allows our products to integrate seamlessly into any environment – from living rooms and offices to hotel lounges and cafés. In this spirit, HAY celebrates the beauty of everyday life by bringing fresh perspectives to the products that are essential to daily routines.
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“I have always been fascinated by everyday objects. I love working on products we hold in our hands every day – for me, everyday life is my greatest inspiration.”
PRODUCTS
— METTE HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY ACCESSORIES
“At HAY, we design furniture for many different environments. We have always focused on the people who will use the products and on creating designs for the lives they live.” — ROLF HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY FURNITURE & LIGHTING 16
CATEGORIES
We insist on creating products that are relevant, original, and above all, needed. Every design begins with a clear purpose – whether driven by a new technology or an innovative material – ensuring a smoother development process and resulting in better, long-lasting products.
PRODUCTS
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FURNITURE
PRODUCTS
Our furniture collection is diverse and adaptable, suited to a wide range of indoor and outdoor environments. Each piece is available in multiple colours, fabrics, and finishes, allowing people to customise designs to their own preferences and needs.
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PRODUCTS
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PRODUCTS
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ACCESSORIES
PRODUCTS
We believe in the importance of details. Our collection of accessories offers beautiful, original objects for everyday life – designed for indoors and outdoors, from the home to travel, and even for dogs.
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PRODUCTS
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PRODUCTS
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PRODUCTS
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PRODUCTS xxx
Colour crate with Mette
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LIGHTING
PRODUCTS
Our lighting collection unites strong design principles with contemporary forms and advanced technology. With LED as standard, each piece delivers long-lasting, energy-efficient light.
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PRODUCTS
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FABRICS
PRODUCTS
HAY curates high-quality fabrics from some of the world’s leading textile manufacturers – including Kvadrat, Maharam, and Romo – while also developing its own series to meet specific needs and express the brand’s essence through material design and innovation.
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PRODUCTS
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OUR DESIGNERS
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OUR DESIGNERS
At HAY, we work with established and emerging designers, artists, and makers from around the world. Our family of creative voices includes Mario Bellini, Ronan and Erwan Bouroullec, Hee Welling, Jasper Morrison, Muller Van Severen, Naoto Fukasawa, Pierre Charpin, Inga Sempé, Doshi Levien, Stefan Diez, GamFratesi, Laila Gohar, Ana Kraš, Emma Kohlmann, John Tree, Clara von Zweigbergk, George Sowden, Sylvain Willenz, Julien Renault, Studio0405, Jonas Trampedach, and many others.
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GamFratesi
Ronan Bouroullec
Ethan Cook
Sylvain Willenz
Stefan Diez
Holly Golightly
Shane Schneck
Erwan Bouroullec
Leon Ransmeier
Mario Bellini
Emma Kohlmann
Carole Baijings
Ana Kraš
John Tree
Julien Renault
Viola Heyn-Johntsen & Jonas Trampedach
Clara Von Zweigbergk
Andreas Engsvik
Laila Gohar
Muller Van Severen
Studio0405
Doshi Levien
Marc Morro
Jasper Morrison
Inga Sempé
Stefan Scholten
Pierre Charpin
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HOW WE WORK
Since its inception, HAY has been shaped by passionate people with shared values. Today, we remain a brand that prioritises community and the strength of working together.
OUR DESIGNERS
Every product is created in close dialogue between Creative Directors Mette and Rolf Hay, our in-house design and product development teams in Copenhagen, and a global network of contemporary designers, artists, and makers. Their commitment and vision shape every object we make, with the bold spirit of the HAY community reflected in each new design.
“HAY was born out of our shared to work with inspiring people around the world.” — ROLF HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY FURNITURE & LIGHTING 34
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“You can feel that HAY began as a personal project – and it still feels that way today. It’s one of the most amazing brands, yet when you’re working with them it feels small and close.”
OUR DESIGNERS
— ANA KRAŠ, DESIGNER
“A good project, an industrial project, is always a collective effort. HAY needs us, but we need them too. It’s really about the team: Mette and Rolf Hay are at the forefront, supported by a close-knit group of dedicated people.” — ERWAN BOUROULLEC, DESIGNER 36
“The aesthetic of HAY is welcoming. It has the energy of a new brand; it has the speed of a small brand.”
OUR DESIGNERS
“With Rolf and Mette, you know that they really love objects and furniture. You can show them a detail about a process or a small screw that you find very nice, and they will appreciate it. And this is what is the most important.”
— GEORGE SOWDEN, DESIGNER
— INGA SEMPÉ, DESIGNER
“I really feel Mette and Rolf’s passion, I really feel their drive.” — NIPA DOSHI , DESIGNER 37
REISSUES: DESIGNS FROM THE PAST WITH CONTEMPORARY RELEVANCE
‘When a designer or manufacturer shares HAY’s democratic approach and spirit of innovation, working together becomes natural. Ideas that resonate with modern life – no matter when they were first conceived – are what make reissues meaningful today.’
PRODUCT
— ROLF HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY FURNITURE & LIGHTING
Though rooted in contemporary design, HAY looks to design history to enrich what design means today. Many ideas from the past still feel vital in modern life – their relevance endures. HAY has had the privilege of working with foundations, estates, and leading manufacturers to breathe new life into iconic designs and share them with new audiences.
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AMANTA SOFA BY MARIO BELLINI
PRODUCT
‘Certain products are born in the future,’ Italian designer Mario Bellini once said – a belief that shaped the Amanta Sofa. Designed in 1966, the sofa introduced a radical modular silhouette: low-slung and flexible, with floating cushions set against a seamless shell. Its architectural clarity and originality positioned it at the forefront of Italian modernism, earning a place in MoMA’s permanent collection. In 2025, HAY reissued the Amanta Sofa, translating Bellini’s forward-thinking vision into a contemporary context. The original fibreglass shell was replaced with recycled ABS plastic, bio-balanced foam cushions were introduced, and the design was refreshed with new colours and upholstery. Fully disassemblable for longevity, the Amanta marks HAY’s first Italian reissue – reflecting both the enduring relevance of the design and the lasting influence of Italian modernism on HAY’s international outlook.
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X-LINE CHAIR BY NIELS JØRGEN HAUGESEN
PRODUCT
Designed in the late 1970s by Danish designer Niels Jørgen Haugesen, the X-Line Chair became a rare Danish example of the high-tech movement – defined by its minimal use of materials, industrial expression and intelligent steel construction. Strong, lightweight, and transparent in design, it shows exactly how it is made, giving the chair both clarity and character. In 2025, HAY reissued the X-Line Chair after acquiring production rights from the Haugesen family – releasing it in exclusive new colours and finishes for both indoor and outdoor use. With its logical design language, sparing use of materials, and stackable form, the X-Line remains as relevant today as when it was first conceived.
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CRATE COLLECTION BY GERRIT RIETVELD
PRODUCT
Dutch architect Gerrit Rietveld designed the Crate Collection in 1934, transforming surplus wooden shipping crates into furniture defined by wide planks, precisely balanced proportions and transparent construction that highlighted its honest, architectural character. Conceived as accessible design for everyday life, the series reflected his democratic approach to making furniture for the masses. In 2023, Rietveld Originals x HAY relaunched the collection – a lounge chair, dining chair, coffee table and side table – updated with new colours and finishes while staying true to the clarity and integrity of Rietveld’s original vision.
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REY COLLECTION BY BRUNO REY
PRODUCT
First produced in 1971 by Swiss designer Bruno Rey for Dietiker, the Rey Chair became an icon of industrial design. Its pioneering screwless wood‑to‑metal connection, achieved with a die‑cast aluminium console, gave the chair lasting strength and simplicity. In 2022, the Rey Collection – by Bruno Rey for Dietiker, in collaboration with HAY – was reissued, including the chair, stool, bar stool, coffee table and dining table, with updated colours and proportions for contemporary living.
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HAY & AHREND
PRODUCT
HAY and Dutch manufacturer Ahrend share a deep respect for the pioneering spirit of industrial design. Together, we have reintroduced a series of 1950s icons by Friso Kramer and Wim Rietveld, whose democratic, functional approach shaped an entire era of furniture design. The Result Chair and Pyramid Table were relaunched in 2017, celebrated for their honest use of materials and strikingly simple construction. In 2020, HAY brought back Kramer’s Revolt Chair – a revolutionary design with its distinctive bent-steel frame and moulded seat – updated in new colours and materials for today’s interiors.
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J-SERIES REINTRODUCED BY HAY
PRODUCT
First created in 1933 for FDB Furniture, the J-Series was a landmark in Danish design history – simple, functional chairs developed to bring quality design into everyday life. Reintroduced by HAY in 2011, the collection honours this democratic heritage while updating colours and finishes for contemporary living. Designed by leading figures such as Børge Mogensen, Poul M. Volther, Folke Pålsson, and Jørgen Bækmark, the J-Series continues to embody the idea that wellcrafted, affordable furniture should be accessible to all.
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ART
“I’ve been shaping the HAY collection for more than 20 years, and it’s a dream to work with people from outside our industry. It brings something new to the table – something unexpected. With artists the approach is different, I let their language lead.”
OUR DESIGNERS
— METTE HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY ACCESSORIES
Art is a constant source of inspiration for HAY – valued for its originality and its ability to shift how we perceive the world. This spirit lives on in HAY’s projects with international artists and makers, where everyday rituals are reimagined as small works of art to be lived with. HAY invites artists to transform the everyday through their own creative language, resulting in objects that turn art into functional form. Each project unfolds as a dialogue built on trust, where artists bring their world into HAY’s universe and, together, something new emerges. For HAY, art is not an addition to design but an extension of it – an invitation to see the everyday with fresh eyes and to discover creativity, humour and beauty in the objects that surround us.
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EMMA KOHLMANN
OUR DESIGNERS
In La Pittura, the American artist’s handpainted ceramics evolve her expressive artwork into functional form. Each piece enriches daily rituals with colour and character, bringing her painterly universe into the home.
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LAILA GOHAR
OUR DESIGNERS
For HAY, the Egyptian artist and chef created the Sobremesa Collection – tableware that transforms the rituals of cooking and dining into moments of celebration, infusing whimsy and beauty into everyday life.
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ETHAN COOK
OUR DESIGNERS
Known for his woven canvases, American artist Ethan Cook created the Flat Works rugs, translating his painterly compositions into woven form. The collection shows how fine art sensibilities can become tactile, functional design.
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LOJI HÖSKULDSSON
OUR DESIGNERS
At Copenhagen’s CHART Art Fair, HAY presented limited editions of the Mags Soft Sofa embroidered in Icelandic artist Loji Höskuldsson’s poetic style on two occasions.
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NATHALIE DU PASQUIER
OUR DESIGNERS
Known as a founding member of the internationally celebrated Memphis Group, Nathalie du Pasquier has worked with HAY to bring bold pattern, rhythm and colour into textiles and accessories, translating her graphic language into everyday design. Her work is also present at HAY House in Copenhagen, where a mural at the entrance and graphic elements in the elevator extend her distinctive aesthetic into the flagship space.
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BRAND COLLABORATIONS
Collaboration is at the heart of HAY – our philosophy is rooted in working closely with designers, artists, and makers, and it remains essential to how we stay relevant. HAY looks outward for inspiration, drawing from art, architecture, and contemporary culture to remain in step with the world and to see collaboration as a way of opening design to new influences.
COLLABORATIONS
Beyond this foundation, HAY also forges partnerships with innovative companies outside our own field. By extending the boundaries of design into new contexts, we gain perspectives that challenge assumptions and reshape the way we see the world. Through authentic dialogues with partners who share our values and bring complementary expertise, we create brand collaborations that feel genuine, relevant, and surprising.
“Collaborations come to life through a mutual appreciation of each other’s expertise and a shared set of values. Beyond that, there’s no blueprint – each is unique and brings something new to HAY.” — METTE HAY, CO-FOUNDER AND CREATIVE DIRECTOR OF HAY ACCESSORIES 52
ASICS
COLLABORATIONS
ASICS x HAY HAY collaborated with iconic Japanese sportswear brand ASICS to re-envision an archival sneaker through HAY’s eye for colour, with bold block designs and detailing inspired by the Outline Pyjamas, released as a limited edition in 2024.
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IKEA
IKEA x HAY IKEA’s global reach and flat-pack expertise met HAY’s design-led vision in the Ypperlig Collection – a 30-piece range of furniture and accessories that redefined everyday basics. The collection spanned lighting, tables, seating, and storage, and included a first-of-its-kind reimagining of IKEA’s iconic Frakta bag in muted tones, symbolising how the collaboration pushed familiar objects into new territory. Together, HAY and IKEA explored fresh approaches to materials, colour, and industrial production, bringing contemporary design to an unprecedented audience.
COLLABORATIONS
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HERMAN MILLER
COLLABORATIONS
HERMAN MILLER x HAY A first-of-its-kind collaboration, Herman Miller invited HAY to reinterpret a selection of Eames classics for the 21st century. Thoughtfully reimagined in a fresh, playful colour palette and updated materials, the collection honoured the timeless vision of Charles and Ray Eames while offering a contemporary point of view rooted in HAY’s design philosophy.
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LIBERTY
COLLABORATIONS
HAY x LIBERTY HAY and Liberty joined forces on Inga Sempé’s Matin Table Lamp, uniting two design voices – one rooted in British heritage, the other offering a fresh perspective from Denmark. The lamp’s pleated shade was reinterpreted in Liberty’s signature floral prints, bringing a sense of history into dialogue with HAY’s contemporary sensibility.
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COS
HAY x COS HAY and COS had long shared a connection – with HAY furnishing COS stores worldwide – before extending their relationship into a joint collection in 2015. COS curated a selection of signature HAY pieces, from dining essentials and desk accessories to plant pots and outdoor furniture, reimagined in a palette of subtle hues to complement the brand’s minimalist fashions. Bringing lifestyle and fashion together at a time when such crossovers were still uncommon, the project reflected the two Scandinavian brands’ shared values of simplicity, quality, and accessibility.
COLLABORATIONS
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SUICOKE
COLLABORATIONS
SUICOKE x HAY HAY ventured into footwear with Japanese brand Suicoke, known for its bold performance sandals. Brought together by a shared love of contemporary forms and practical functionality, they reimagined the DEPA 2.0 sandal in colour-blocked editions curated by Mette Hay. Released in successive limited runs, the designs introduced a playful new palette to one of Suicoke’s signature styles.
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SONOS
COLLABORATIONS
SONOS x HAY HAY and Sonos joined forces to explore the relationship between sound and home design. The result was a limited-edition collection that reimagined the Sonos One speaker in five colours, reflecting both brands’ shared values of accessible design and innovative manufacturing. Guided by the idea that speakers should act as functional furniture, the collection was launched at Palazzo Clerici during Milan Design Week 2018, offering a fresh perspective on how sound and colour can shape the atmosphere of everyday spaces.
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CARLSBERG
COLLABORATIONS
CARLSBERG x HAY For Carlsberg, HAY reimagined the Danish brand’s iconic green can – probably one of the most recognisable in the world – with a contemporary stripe pattern, released as a limited edition in 2024.
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HAY IN THE WORLD
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A GLOBAL BRAND
HAY IN THE WORLD
HAY’s global presence includes its flagship HAY House in Copenhagen, alongside 20 stores worldwide, including Berlin, Munich, Amsterdam, Rotterdam, Tokyo, Osaka, Seoul, Melbourne, Sydney, Bangkok, Taipei, Shanghai, and Chengdu, and more. Our designs are also available through over 1,500 wholesale dealers – from Liberty and Selfridges in the UK to Le Bon Marché in Paris, La Rinascente in Milan, MoMA in New York and De Bijenkorf in Amsterdam – reaching an international, design-conscious audience. We also operate 14 dedicated showrooms for wholesale partners, architects and design professionals, offering spaces to experience the brand and explore evolving collections. With a thriving online community of more than 2 million Instagram followers, HAY connects with a creative and engaged audience worldwide.
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HAY HOUSE
HAY IN THE WORLD
HAY House, the brand’s flagship store and showroom in central Copenhagen, first opened in 2009 and was expanded in 2021 to include two additional floors with a showroom and multi-purpose exhibition andevent spaces. Conceived as the heart of HAY’s universe, HAY House is designed to feel inviting and generous – a place that brings people together while reflecting both the present and the brand’s vision for the future, and translating the look and feel of HAY into space.
“We describe HAY House as the home of HAY. When we bring people there, we don’t need to say so much. They can feel, and see, what HAY is about.” — METTE AND ROLF HAY, FOUNDERS & CREATIVE DIRECTORS OF HAY 63
HAY IN THE WORLD
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CREATIVE HEADQUARTERS A CONTEMPORARY DESIGN COMPANY HOUSED IN HISTORIC COPENHAGEN HAY’s creative headquarters are located in the heart of Copenhagen, on the canals of colourful Nyhavn, in the historic building once home to world-renowned author H.C. Andersen. Here, Co-founders and Creative Directors Mette and Rolf Hay work in close dialogue with HAY’s specialised in-house design, product development, and brand teams.
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‘HAY’, A BOOK BY PHAIDON
Published in 2022 by Phaidon to mark HAY’s 20th anniversary, this inspiring monograph explores the brand’s origins and remarkable trajectory. With a foreword by John Hoke, Chief Design Officer of Nike, and more than 600 images, interviews, and a timeline of milestones, the book offers a comprehensive look at HAY’s journey.
HAY IN THE WORLD
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MILLERKNOLL
HAY IN THE WORLD
In 2018, HAY entered a new chapter when Herman Miller – now MillerKnoll – acquired a majority share in the company, expanding HAY’s reach in North America and strengthening its global presence. MillerKnoll is a collective of design brands, each offering a distinct perspective and a full portfolio of products to suit diverse needs. Its foundation brands carry an extraordinary design history and DNA, and together the collective shares a purposedriven commitment to leveraging the power of design to improve people’s lives, with innovation and sustainability at the core.
“MillerKnoll is the perfect partner to expand HAY’s position in North America. On a personal level, Herman Miller and the work of design legends Charles and Ray Eames are big reasons we do what we do today, and we are excited to align with a company that shares our purpose and values.” — METTE AND ROLF HAY, FOUNDERS & CREATIVE DIRECTORS OF HAY 67