Interview with Rolf Hay at HAY Sydney store

By Penny Craswell

Rolf Hay visited Australia at the end of January to open the new HAY Sydney store with retail partner Cult. Here is my interview with Rolf Hay on communicating design, the pros and cons of storytelling and what sets Danish design apart.

Penny Craswell: I’m interested in your approach to communicating design, because I’m writing my Masters in Design on design narratives at the moment.

Rolf Hay: To be honest we have always tried to be quite straightforward with communication. I’ve always had problems in wrapping products into stories. Storytelling is interesting if it’s relevant, the question is what is the important information. It’s different when it comes to communication of the brand and the values of the brand. But for products, we try to do as little as possible.

Reception with marble counter, HAY Sydney store
Reception with marble counter, HAY Sydney store

PC: I’m interested in which stories are told about products – and I have been quite critical of the celebrity designer angle.

RH: I totally agree. I think in the fashion industry and the furniture and design industry, a lot of people perhaps feel a little bit insecure in the fancy salons. The design industry has a reputation for being arrogant and hard to get. This has to do with an overload of information and stories behind how fantastic the company is, and how amazing the products are. For us, it’s important when we meet our clients that we meet them with an open and honest attitude. And of course it has been very important that we meet the client with a lot of knowledge about the product – about materials, about production, about environmental issues. For the client it’s less important if the designer had an idea to do this chair when he was at the beach or on the toilet. Read more