Part 4: Exploring The Future Of Scandinavian Design With Hay And &Tradition

Scandinavian design is celebrated for its clarity, craftsmanship and timelessness – qualities that define both Hay and &Tradition, two brands shaping the future of the movement. At 3daysofdesign in Copenhagen, each brand unveiled new perspectives on how heritage and innovation coexist in the contemporary design landscape.

Hay’s showcase at Hay House embodied its playful yet refined approach. Spanning four levels in the heart of the city, the experience offered more than just a presentation of furniture and lighting – it was an invitation into the brand’s philosophy. A curated restaurant concept by American artist Emma Kohlmann added a cultural layer to the immersive journey. Co-founder Rolf Hay emphasised the brand’s enduring mission: to develop high-quality products in collaboration with leading designers across the globe. The result is a vision of Scandinavian design that feels both accessible and forward-thinking, rooted in practicality but rich in visual expression.
Product designer Julien Renault reflected on his collaboration with Hay, which began in 2020 with a bold brief – to design a dining chair that would remain relevant for 50 years. The result, part of the Pastis and Layout collections, debuted at the festival as a testament to the brand’s trust in emerging voices and its dedication to longevity. Through this, Hay underscores how design must be as emotionally resonant as it is functional, where form is led by purpose and guided by personal narrative.

Meanwhile, &Tradition offered a different but equally compelling take on Scandinavian design. In a heritage building filled entirely with its furniture, the brand created a complete living experience – one that flowed from dining rooms to bedrooms, and even extended into the nearby Petra Hotel, furnished exclusively with its pieces. Among the designers featured were Torbjørn Anderssen and Espen Voll from design studio Anderssen & Voll. Approximately 40 per cent of their contributions to &Tradition originate from self-initiated ideas, while the rest respond to thoughtful briefs from the brand – a dynamic that fosters both exploration and evolution.

The designers also introduced the Hi Lo Sofa, a modular system that bridges aesthetics and comfort. Reflecting their own maturity and changing needs as designers, the sofa demonstrates how Scandinavian design adapts with time without compromising on elegance or purpose. The ability to propose new ideas, rather than merely respond to trends, illustrates the brand’s open and inclusive creative culture. With each addition, the &Tradition collection evolves with greater flexibility and depth, always maintaining a distinct identity.

Together, Hay and &Tradition presented more than product launches – they articulated visions for how Scandinavian design will continue to influence how we live, work and gather. From considered craftsmanship to meaningful collaborations, their work demonstrates that the essence of the movement lies not only in form and materiality, but in the human relationships that guide its future.

00:00 - 3daysofdesign: A Celebration of Copenhagen
00:50 - Inside Hay: Crafting a Home for Design
01:57 - Collaboration and New Design at Hay
03:05 - &Tradition: Scandinavian Design Reimagined
05:26 - The Spirit of Design in Copenhagen

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Filmed by The Local Production.
Edited by HN Media.
Location: Copenhagen, Denmark

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