House style

Ikea joins forces with the Dan­ish de­sign firm, Hay

The Daily Telegraph - Telegraph Magazine - - CONTENTS - Jes­sica Doyle The Yp­perlig col­lec­tion is avail­able from to­mor­row (ikea.com)

IT MAY BE BEST KNOWN for flat-pack fur­ni­ture, pic­ture frames and meat­balls, but in re­cent years Ikea has been up­ping its de­sign game. A series of lim­ite d- e di­tion col­lab ora­tions with de­sign­ers in­clud­ing Ilse Crawford and Katie Eary has gar­nered rave re­views, and its lat­est, with Dan­ish brand Hay, is set to con­tinue that trend.

For fans of Scandi style, it’s a match made in heaven. Hus­band-and-wife team Rolf and Mette Hay, who founded their epony­mous com­pany in Copen­hagen 15 years ago, have de­vel­oped a so­phis­ti­cated aes­thetic that mar­ries clean-lined con­tem­po­rary de­sign with shots of colour. They are also no strangers to col­lab­o­ra­tion them­selves, hav­ing worked with de­sign­ers and brands both emerg­ing and es­tab­lished, among them Ro­nan and Er­wan Bouroul­lec and the fash­ion la­bel Cos.

They are keen, how­ever, not to be pi ge on hole d in the Scan­di­na­vian-de­sign cat­e­gory. ‘We just try to do our best and work in­stinc­tively, aim­ing to cre­ate great prod­ucts with value for money,’ says Rolf.

Yp­perlig, their col­lec­tion for Ikea, t a ke s that e thos one s t ep f ur ther. Draw­ing on Rolf ’s back­ground in prod­uct de­vel­op­ment and Mette’s eye for colour and trends, it of­fers ‘a sprin­kling of Hay’ at stan­dard Ikea prices: can­dle­hold­ers start from £3, cush­ion cov­ers are £5 each and a nest of three beech ta­bles is £55. Pieces such as the in­door/ outdo or in­jec­tion-moulde d pla stic chair might be a lit­tle on the in­dus­trial side for some, but oth­ers, for ex­am­ple the birch plank din­ing ta­ble (above, £150) and the quilted sofa, look far more ex­pen­sive than they are.

While Rolf has fo­cused on the larger pie ces of fur­ni­ture, Mette’s forte is ac­ces­sories, and she hasn’t stopped at tea-light hold­ers: the blue Ikea bag has had a fash­ion­able re­vamp. ‘It ’s one of the most widely known and used Ikea prod­ucts, but one that no one ap­pre­ci­ates as a de­sign ob­ject, so we up­dated it in new pat­terns and colours,’ she says.

A de­sign-led, price-con­scious col­lec­tion that even has a cov­etable car­rier bag? It’s un­likely to stick around in store for long.

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