London Design Festival 2013: British designer Sebastian Wrong has collaborated with Danish design brand Hay to create a furniture collection, presented at a Georgian townhouse in London this week.

Sebastian Wrong worked with Hay to compile a collection of 34 new products, ranging from lighting to ceramics, textiles, glassware and furniture.

"The concept was born out of developing a new lighting collection for Hay because they don't have any lighting," Wrong told Dezeen. "That concept grew larger and larger into actually doing a comprehensive collection, which is what we're representing."

Pieces include a ceramics range by Ian McIntyre and an interlocking wooden shelving sysytem by Lucien Gumy. Patterned textile designs are by Memphis group founding member Nathalie Du Pasquier and fashion designer Bernhard Willhelm.

"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," said Wrong. "It's quite an eclectic range but there's a character that runs through the whole body of work, which pulls it together."

Wrong also told us that one of their main aims was to keep the designs affordable.

"[The collection is] extremely well priced as well, which has been a big motivation," he said. "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."

The Wrong for Hay collection is currently on display inside a Georgian townhouse near St. James's Park, in London's west end, for the London Design Festival.

Last year Sebastian Wrong resigned as design director of Established & Sons, the design company he co-founded in 2005.

Hay also produces a range of glassware by Scholten & Baijings, which have been used in a dining room installation at the V&A Museum for the design festival.

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Wrong for Hay

A new design venture debuts at the 2013 London Design Festival in a Georgian townhouse in St. James’s Park.

Wrong for Hay is a new design venture. A collaboration between Danish design brand Hay and London-based designer Sebastian Wrong, Wrong for Hay makes its debut at the 2013 London Design Festival with a collection of items, ranging from lighting to ceramics, textiles, glassware and furniture.

Since its first collection debuted in Cologne in 2003, Hay has built up a global manufacturing and distribution network, including dedicated Hay stores in Denmark, Norway and Germany. A strong relationship between designer, manufacturer, distributor and consumer allows for flexibility and innovation at affordable prices.

Wrong for Hay builds upon these foundations. Both satellite collection and standalone venture, Wrong for Hay is based in London under the creative direction of Sebastian Wrong, Wrong for Hay draws upon the city’s creative energy, eclecticism and talent to explore new working relationships, new products and new markets.

Hay's principle of good design at accessible prices will be central to Wrong for Hay, while the strength of the supply chain and established manufacturing partnerships will allow for innovation, offering an opportunity for young design talent. The debut collection exemplifies London’s global sphere of influence, offering an eclectic selection of new products from both established and emerging designers.

"Wrong for Hay is an opportunity to push the boundaries in terms of curation," says Sebastian Wrong, "We can be experimental and sophisticated but also pragmatic. It's a platform for new work that celebrates London's design culture."

The products include a ceramics range by Ian McIntyre, textile designs by Natalie Du Pasquier (founding member of the Memphis group) and fashion designer Bernhard Wilhelm, as well as the production debut of the award- winning The Wooden Shelf interlocking shelving by Lucien Gumy. Other designers include Stefan Diez, Anderssen & Voll, Line Depping, Jakob Jørgensen, Silo Studio, Simon Donald, SNÆFRÍÐ & HILDIGUNNUR, Shane Schneck, Leon Ransmeier, AKKA Studio, Bertjan Pot, Daniel and Emma, Faudet and Harrison, Thomas Jenkins and SmithMatthias. The collection extends to lighting, glassware, and furniture and includes new pieces produced by the in-house Wrong for Hay design team.

The Wrong for Hay collection will be debuted at the 2013 London Design Festival in two venues in St. James's Park. The first, a restored Georgian townhouse, will act as a showcase for the entire collection. The initial Wrong for Hay pieces will also furnish a pop-up restaurant, catered by the Peckham Refreshment Rooms, and located in the former St. Stephen’s Club overlooking St. James's Park.

The Wrong for Hay collection will be available through existing and new retail partnerships as well as the Hay stores.