This January, HAY will launch its biggest UK destination at Selfridges London.
Occupying 365 square meters of the department store’s lower ground floor, The HAY brand experience has been translated to HAY at Selfridges with elements from HAY House – the brand’s flagship store located in Copenhagen. The space will showcase products across accessories, furniture, and lighting. Additionally, HAY’s assortment will be available at Selfridges.com.
Customers will find an immersive apartment-like layout with all product groups in one space: a kitchen area, outdoor area, lounge area with sofas, rugs, and cushions, and a bathroom area with relevant accessories. A total of more than 600 products will be available for customers to browse.
The opening will take place on 22 January 2024 and will remain open for a duration of seven months.
Mette and Rolf Hay, co-founders of HAY say: ”London has always been a special place for HAY, so we are delighted to bring a little bit of Copenhagen to the city with a 7-month residency at Selfridges”.
Eleanor Gregory, Home Buying Manager at Selfridges, comments: ”We’re thrilled to be welcoming HAY’s house concept to store. HAY are leaders in the interiors and lifestyle sphere, always evolving and reinventing their collections with an expert understanding of how to make great design accessible and relevant for everyday. We are excited to open the doors to this unique and immersive destination created by the Danish design powerhouse”.
About Selfridges
Selfridges was founded by Harry Gordon Selfridge, changing the world of retail forever when the first store was opened on Oxford Street in 1909. Since then, the brand has opened three stores in Manchester and Birmingham.
Selfridges has been a key reinventor of retail with innovation across in-store experiences and brand partnerships with leaders in luxury. This includes Dior at Alto rooftop collaboration, the opening of Selfridges Cinema, and helping to launch industry disruptors and emerging retail innovators including Charlotte Tilbury and Pangaia.
Practical Information
Kindly let us know if you would like to loan any of the new designs for editorial photoshoots by contacting press@hay.com.