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Magazine B

Magazine B – Issue 72: Hay

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Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

Founded in 2002 by Rolf and Mette Hay in Copenhagen, Denmark, Hay is a home and lifestyle brand offering a wide selection of essential products from home and office furniture to accessories such as mirrors, hangers, and glassware. Firmly rooted in their design philosophy, Hay has collaborated with emerging designers and brands to expand their scope, infusing the latest technology into traditional Danish aesthetics. Hay’s design, pricing, and retail strategies have proven to be deliberate in advocating a unique Danish style suited for contemporary living.

CONTENT

EDITOR’S LETTER

INTO THE CITY
Six creators based in Copenhagen discuss Danish design and Hay

OPINION
Anthony Aconis, branding expert

SCENES
A beginner’s guide to drone terminology and regulations

IN HAY HOUSE
Hay’s flagship store located in Copenhagen’s largest commercial district

VALUES
Six keywords and products that represent Hay’s design philosophy

OPINION
Ronan & Erwan Bouroullec, designers

COLLABORATORS
Hay’s design philosophy seen through various collaboration works

EXPLORATION
Brand orientation reflected in Hay’s market-concept kitchenware collection

OPINION
Dan Stubbergaard, founder and creative director of Cobe Architects

HABITAT
Hay products in homes and offices of Hay lovers

FUN & FUNCTIONALITY
BRAND STORY
Hay’s growth story and its proposition of new Danish design

MANUFACTURING
The ideal balance of quality and price achieved through Hay’s manufacturing process

HEADQUARTERS
Hay’s Copenhagen office in charge of the brand’s creative side

EXPANSION
Hay’s partnership with Herman Miller signals full-scale expansion into North America

LEGENDS
Hay’s design foundation laid by prominent designers of 20th century Denmark

INTERVIEW
Rolf & Mette Hay, cofounders of Hay

FIGURES
Denmark’s furniture market and Hay’s growth seen through numbers

REFERENCES
OUTRO