Wrong for Hay? This puzzling title for a new collection of furniture intrigued me as much as it confused me. Turns out it's London-based designer Sebastian Wrong's range of lighting, ceramics, textiles, glassware and furniture for Danish brand Hay.

Hay is an interesting brand, and one you need to know about, because they make the kind of elegant, pared down Scandi-style furniture that looks like it should be absurdly expensive, but actually isn't - and that's a huge part of their appeal. In fact it's one of the guiding principles of this company which was set up in 2003 by Rolf and Mette Hay to bring us good design at accessible prices.

Sebastian Wrong is creative director of this new London venture 'Wrong for Hay' which means he both designs and curates, hence the fact the bold textiles aren't by him but are archive patterns by Natalie Du Pasquier, a founding member of the Memphis group (look it up). These are hugely appealing to any fan of strong graphic prints (me) and they start at £50. He's also recruited emerging designers such as the talented Lucien Gumy whose deceptively simple 'The Wooden Shelf' has already won an award.

And, wow do they know how to put on a show. I went along to the launch last Friday at a grand old Georgian townhouse with sky-high ceilings, original paintings, two blue plaques outside, the works... on Queen Anne's Gate in St James [inside scoop: it is owned by the Hay's business partner who has been slowly refurbishing it for around six years]. Talk about a juxtaposition of old and new, and as you can see from the pictures it was pulled of with serious flair. I could have happily hung out there all day.