🇩🇰 Du finder den danske version af denne artikel her.

HAY’s influence extends far beyond Denmark. Founded by Mette and Rolf Hay in 2002, the furniture and design company has grown into a global brand with stores across Europe, Asia and the United States.

Now majority-owned by MillerKnoll, the company continues to be shaped by its founders, who remain involved in the leadership and retain a minority stake.

Ahead of this year’s 3daysofdesign, the influential culture and design publication Hypebeast sat down with the couple, opening the conversation with a simple observation: “You can’t talk about Danish design without referencing HAY.”

Mette og Rolf Hay fra HAY

They first met as colleagues at the furniture brand GUBI, and in 2002 they founded HAY.

In the interview, Rolf says:

“When we started HAY 25 years ago, it was actually a relatively quiet period in Danish design. At the time, the conversation was still dominated by the Danish mid-century design icons, which left limited room for new designers. Over the following decades, architecture, food, art and design evolved together and transformed Copenhagen into the creative powerhouse it is today. I also think HAY was part of that movement.”

Hypebeast also describes HAY as a company that has helped reshape perceptions of Danish design by making contemporary design more accessible to a wider audience. Today, the brand is represented across much of the world and has become a prominent ambassador for Danish design internationally.

Mette adds that the company’s scale has never changed where ideas come from.

“It is never a forced process for me. Products come to life in the meeting between people, in noticing a gap, in identifying a need for something new. It can be as simple as reaching for a dishcloth and thinking: this could be better, more beautiful, or more joyful. If you lose your sensitivity to everyday life, you stop seeing what actually needs designing.”

Mette Hay points out that it is especially the people around her who make Copenhagen such an inspiring city. Friends and creative figures within gastronomy, art and design continuously provide new perspectives and ideas, and she describes the city’s creative environment as both open and generous.

At the same time, she emphasises that inspiration also comes from stepping away from the pace of the city.

“We live outside Copenhagen, and I have really come to appreciate that. When you step a little away from the energy, creativity has more room to grow.”

For Rolf Hay, it is more about the wider creative ecosystem that makes Copenhagen special. He highlights the city’s dense concentration of talent across architecture, graphic design, galleries, hospitality and design as one of its key strengths.

“Copenhagen is right now a powerhouse.”

He adds, however, that this position is not guaranteed. If the city is to maintain its international relevance, it will require continued courage to challenge conventions and explore new directions.

“We need people who dare to do things differently if we want to remain relevant.”

The interview comes ahead of 3daysofdesign, where Copenhagen once again gathers the global design industry. Read here.

Stay updated on the most exciting stories, tips, and interviews. Sign up for our newsletter and get it all delivered straight to your inbox. Over 60,500 already on the list. We send it once a week!