In 2013 Danish design brand Hay launched its collaboration with Sebastian Wrong, a founding member and design director of Established & Sons, and creator of The Wrong Shop.
Based in London and under the creative direction of Sebastian Wrong, Wrong London taps into London's distinctive creative energy, eclecticism and talent to develop exciting new products.
The collection features furniture, lighting, glassware, and accessories designed by both established and emerging designers.
Sebastian Wrong describes the venture as "an opportunity to push the boundaries in terms of curation." He adds: "We can be experimental and sophisticated but also pragmatic. It's a platform for new work that celebrates London's design culture."