HAY：Not Exclusively One Scandinavian Design
Interview and Text: 张朴
Pattern: Where do you usually find your inspiration designing HAY?
Holf Hay：I mostly find inspiration for HAY in the everyday and from interacting and talking with all the great designers we work with.
A HAY House in Copenhagen
Pattern：HAY is considered as one of the representative furniture design brands coming from Denmark, what makes HAY special and differing from other Danish furniture design brands?
Holf Hay：I think HAY is special and perhaps different because we do not really see ourselves as ‘Scandinavian’. We believe we make universal design that is not specific to a country or region. We truly believe our design is for everybody. We work with designers from all over the world, like for instance the products we developed with the French Bouroullec brothers for the Copenhague series or the New Order system by German designer Stefan Diez. I believe good design is a product that is accessible for as many people as possible.
Holf Hay： HAY很特别，因为我们并非把自己定义为纯粹“北欧”的设计。我们的设计是全球性的，并非属于某一个国家或地区。我们深信我们为每一个人设计生活和家具。我们和来自全球各地的设计师合作，比如我们和法国设计师Bouroullec兄弟合作哥本哈根系列，与德国设计师Stefan Diez合作New Order system。我相信好的设计是让更多的人可以走进它。
Pattern：Scandinavian design impressed me with the aspect of minimalism and modernity, and the perspective of simplicity embedded in most of the Scandinavian designs, whichever across a wide range as furniture, fashion, architecture, and the aesthetics can be easily identified. However, HAY provides us some other aspects as colour and functionality of the lifestyle house wares. Do you endeavor to strike a balance between your approaches in designing HAY with the so-called Scandinavian aesthetics?
Holf Hay：As I mentioned before we do not consider HAY to be Scandinavian. We prefer to look at HAY as a global brand with designers from all over the world coming together to create innovative and exciting high quality products at affordable prices.
Pattern：Are there any Scandinavian designers, particularly in the field of furniture design influencing or inspiring you? We know in Denmark, there are many internationally renowned furniture designers, such as Børge Mogensen, whom I truly admired.
Holf Hay：We are very proud to be a part of the Scandinavian design history and we are definitely influenced by our heritage especially the golden era of Danish design in the 50s and 60s. In general the designers of that era were very focused on industrializing the production of the products and thus lowering the cost and increasing the accessibility for more people which is as well one of our guiding principles. But one of the areas where we differ from most of the designers from the last century is the scope and size of our collection. We try not only to meet the very most basic needs like a chair, a bed, a table; we also like to add to the creation of a home with cushions, office supplies, textiles and decorative objects.
Pattern：During our brief conversation at Lane Crawford Chengdu, I mentioned Henrik Vibskov, and I really think it would be a great turnout if you would work with Henrik to produce special items for HAY, any specific thought about a project designing with Henrik Vibskov?
Holf Hay：We admire Henrik’s work and we are always open to collaborating with other creative people and crossing industry boundaries. We think he is a fantastic designer, but we don't have any plans in the future.
Pattern：HAY is now making its steps into the burgeoning and possibly potential Chinese market, what are the challenges and what are the fascinating part of marching into this market?
Holf Hay：China is at a very exciting time! We opened our store in Shanghai two years ago and in the fall we will open a new HAY House in Beijing. Naturally with venturing into any market there are many challenges but we have a great team based in Shanghai and more than anything we are excited for all of the possibilities.
Photo credit：Lane Crawford Chengdu, HAY