In order of HAY's tenth anniversary we were asked to create a new visual language that would define a youthful image that at this point had become a dynamic player and much loved brand in the world of design. Somewhere between folding paper pleats and Dogville emerged a playful and severe style that was built up in custom colours. A warehouse in Horsens was filled with a paper village of abstract rooms playing host to HAY furniture and accessories.
art direction with Clara von Zweigbergk
photo: Rasmus Norlander