Hay and &Tradition
Two Danish design giants, Hay and &Tradition, created immersive experiences to launch new products at Denmark’s premier design festival 3daysofdesign.
For Rolf Hay, co-founder of Hay, 3daysofdesign is about more than just design – it’s also a celebration of the city. “Within the last 10 years it has been in a fantastic development on many levels – architecture, design, and the food scene is amazing, and it’s a place with a lot of great diversity,” he says. Founded over 22 years ago by Rolf and his wife Mette, Hay focuses on unique and original furniture, lighting and interior products. “Starting Hay was actually about creating a home for our passion for design, creating a place where we could work with great designers to develop products,” he says.
For the festival held from 18-20 June 2025, their flagship store and showroom, Hay House, was transformed into a restaurant decorated by American artist Emma Kohlmann, whose collection of hand-painted tableware, La Pittura, was available exclusively in-store during the festival. Alongside the reissue of Mario Bellini’s iconic 1966 Amanta Sofa, guests could also preview upcoming autumn releases such as the Layout Armchair by Julien Renault, Annex Table by John Tree and O2 Lounge Chair by Jonas Forsman.
Hay’s relationship with Renault began in 2020, when Rolf gave him a brief to make a dining chair relevant for the next 50 years. “That was not an easy request coming from a Danish company when you know the history of Danish design,” says Renault. After the success of the Pastis Chair, Renault was pleased to launch the Layout, saying, “I’m very excited and proud to finally show this project during 3daysofdesign.”
Founded in 2010 in Copenhagen by Martin Kornbek Hansen, &Tradition brings both historical products and new designs to the world and has quickly grown to be a force in the Scandinavian design world. &Tradition’s showroom at 3daysofdesign was an immersive experience, showcasing work from across their entire collection. Among the designers featured were Torbjørn Anderssen and Espen Voll from design studio Anderssen & Voll, who launched the modular Hi Lo Sofa at the event.
Based in Oslo, the studio has been working with &Tradition for many years. “The culture in &Tradition is really super nice,” says Voll. “There’s an atmosphere of very highly competent people from actually all around the world, which makes it very open.” With &Tradition, they are able to exercise their creative freedom. “In working with &Tradition, I would say that approximately 40 per cent of the things we have been launching for the past years are initiated by us,” says Anderssen. “We like to have this opportunity … to expand what the brand could be. I think it’s a beautiful position to have.”
