Analog mint

Analog mint. Photo courtesy of HAY.

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.