Wrong runs the operation from his London studio and says he takes inspiration from, among other things, the Memphis Group and Chinese ceramics.

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"It's a very graphic light, but also very effective. I don't like ultra-minimal, but clean, simple and informal designs."

He is responsible for roughly one-third of the collection and is selective about who he enlists to bolster the line.

The zigzag-patterned cushions on display in the store were designed by one of the founders of the Memphis Group, a collective known for its subversive sense of playfulness.

"They're all about bold patterns, which is part of a punchy revival of the 80s that is coming through," says Wrong. "We're children of the 80s."

He studied sculpture at Norwich School of Art before forming his own manufacturing company in 1996 and later co-created The Lane design brand that ran for four years.

Wrong helped found Established & Sons in 2005 and still serves as a design director there.

He is also the brain behind The Wrong Shop, a so-called innovative design platform that serves as a virtual playground and meeting of minds for some of the world's leading designers. He teaches design product at the Royal College of Art.

Such a coveted resume has given him extensive knowledge of manufacturing processes and material that HAY hopes will boost its international standing outside its native Denmark.

The company held a mini-market pop-up at Selfridges in September during the London Design Festival to showcase hundreds of its accessories, from textiles to stationary and glassware, as well as an edited selection of finds from around the world.

Contact the writer at matthewhodges@chinadaily.com.cn

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