HAY Hits New York

The MoMA Design Store hosts the company’s first U.S. outpost.

Analog mint

Eleven years ago, the MoMA Design Store introduced New Yorkers to Japanese superstore Muji with the brand’s first pop-up store in the U.S. Today, the artful shop hopes to repeat its success as a launch pad with the stateside debut of HAY, a Nordic home goods brand. Located in the basement space of the MoMA Design Store’s SoHo boutique, HAY’s Mini-Mart resembles a candy-shop, with shelves laden with colorful stationary and tabletop objects encourage passers by to mix and match items. “What HAY has done well is find a way to merchandise in a way that inspires people to interact with their products,” says MoMA Design Store Director Emmanuel Plat. “It gives our customers a new way to shop.”

While HAY has previously popped up in places like Tokyo and Milan, its New York iteration includes some of the store’s newest objects, including a colorful pillow collaboration with Nathalie du Pasquier and a corkboard by Inga Sempe, as well as long-time bestsellers, like designer Clara Von Zweigbergk’s series of stackable jewelry trays. Designed to mimic their previous pop-ups, this international outpost is now open for New York traffic.

Photos: HAY Hits New York

Analog mint. Photo courtesy of HAY.

Kaleido Trays. Photo courtesy of HAY.

Quilts. Photo courtesy of HAY.

Paper Porcelain coffee cup saucer. Photo courtesy of HAY.

Analog mint. Photo courtesy of HAY.