Seriously Scandinavian

AFTER BRINGING Danish brand Hay to Thailand three years ago, entrepreneur Veekrit Palarit of Norse Republics is taking his passion for Scandivian passion a step further by unveiling the company’s two-storey showroom in Bangkok’s Sukhumvit Soi 49 with the launch of the 2019 Hay collection.

The new Norse Republics showroom offers Hay’s new collection of furniture and accessories.

The first floor is dominated with Hay’s furniture and accessories set out in room-by-room format and covering a study, living room, dining room and outdoor terrace. The upper floor, which is yet to open, will later showcase another Danish furniture band Gubi, which is known for its products that are simple in form but come in luxury materials.

Established in 2002, Hay quickly became known the world over for its Scandinavian minimalism and playful designs. Since arriving in Thailand in 2016, Hay’s furniture today graces such smart workplaces as Facebook, Google, Gaysorn Office Showroom, Singh Complex and True Digital Park. 
“Hay’s furniture is distinctive for its sleek, simple and functional design that embodies the concept of minimalism. It doesn’t give off a sturdy office feel. The functional qualities such as stackability, durability and ease of cleaning are among the design properties that meet the demands of smart workplaces and homes where flexibility is king,” Veekrit says.

On the retail side, Veekrit says his main customers are 30 to 45 year-olds who prefer to spend more on decorating their homes with furniture that pleases the eye. Hay’s furniture ranges in price from Bt5,000 for a side table, Bt7,500 for a chair to Bt20,000 for a dining table.
“The new generation travels more and is therefore more open to decoration trends around the world. They work hard and play hard. When relaxing at home, they tend to spend their time reclining on their favourite sofa surrounded by the accessories they love. They tend to prefer casual and long-lasting furnishings and accessories. I can only compare it to the fashion trend of people sneakers with suits,” he adds.

Elementaire chairs and the Cone table designed by Ronan and Erwan Bouroullec

An outstanding piece in Hay’s new collection is the Elementaire chair from celebrated designer brothers Ronan and Erwan Bouroullec who set out to design a plastic chair that stands out from its plastic peers. 
“The objective was clear: design an inexpensive chair for less than possible but as beautiful as possible,” says Ronan Bouroullec in the video clip to promote the product. “The world is full of plastic chairs in the wrong colours and shapes. We can see it in a lot of beautiful cities in Europe, for example. There’s a nice street with an awful terrace full of pink or light green chairs that totally spoil the place.”
The chair is made of polypropylene without visible joints in the structure. It’s lightweight, and physically balanced. Six colour shades are available from cream white, smoky green, olive, blue grey, yellow, and anthracite and it can be used both indoors and outdoors.
“The most efficient way is to mass-produce something and at the same time to make the most beautiful chair – beautiful in terms of being extremely well-designed,” says Ronan.
To complement the Palissade outdoor furniture collection comprising dining chairs, lounge chairs, stools, benches and tables they previously designed for Hay, the Bouroullec brothers have come up with a new Cone table boasting a solid base and ultra-thin steel tabletop. Specifically designed for outdoor use, the powder-coated steel has a protective outdoor primer for optimal durability and resilience. 

Hay relaunches the iconic Result chair by Friso Kramer and Wim Rietveld in a variety of wood finishes.

Hay also brings the iconic design of the Result chair by Friso Kramer and Wim Rietveld for the new generation to enjoy, offering it in a variety of wood finishes and base colours and a wide range of textiles and leather options for the seat.
Originally created in 1950s for a university in Amsterdam, the Result chair features a thin steel-sheet base with an oak seat and backrest, giving it maximum flexibility, lightness and strength.

Silhouette sofas designed by Stine Gam and Enrico Fratesi from GamFratesi Studio 

Designers Stine Gam and Enrico Fratesi from GamFratesi Studio have also worked with Hay to launch the Silhouette sofa with an angular front view and defining piping detail. It is available with both high and low backrests with legs in metal or solid wood and in a selection of textiles. 
“The project started out with two straight lines in the front and the curve in the back. As you meet and discuss, the idea grows and grows. What we also discussed was a segment that Hay really wanted to move into – to have a sofa that was as suitable for public use as for the home. That’s also why we decide to work with different heights and different lengths because you can somehow cover a lot of needs. 
“We like to create a good and intimate feeling. It has to be friendly furniture. It has to embrace you,” say the two designers in the promotional video clip.

Chopping boards made of hygienic polyethylene

In addition to a range of new furniture, Hay has also expanded its kitchen line with more than 200 items ranging from tableware, drinkware, cleaning tools, food storage, kitchen shelves and cooking items.
They include a chopping board made of hygienic polyethylene with stay-put dots underneath for stability. Easy to clean, it is available in round or square shapes and in different sizes and colours. The chopping board can also serve as presentation trays for cheese, tapas and appetisers.

Coffee mugs and saucers from Paper Porcelain collection 

The Paper Porcelain drinkware collection is crafted in ceramic but looks like coarse recycled paper. The series includes an espresso cup with saucer, a coffee cup with saucer, a mug and a tea plate.

Fluorescent sponges

Washing dishes can be a little more fun with a collection of Neon sponges in fluorescent yellow, orange and pink or in animal shapes of kitty, fish and penguin. 

FUNCTIONAL AND FUN
Hay Collection 2019 is available at Norse Republics showroom on Sukhumvit Soi 49. 
It’s open daily from 10am to 7pm.
Call (02) 062 1211 or visit www.NorseRepublics.com.