Hay
www.hay.coma Danish designer-furniture house whose store reads like a quiet gallery, near-black ink on a single light-grey field, Neue Helvetica paired with an ITC New Baskerville serif, almost no UI chrome, and a slow editorial scroll where the products and photography are the only colour.
Design tokens
- display
- ITC New Baskerville Roman (serif)
- body
- Neue Helvetica 55 Roman
- mono
- none
Do / Don't
Reference it for
- Extreme restraint: one light-grey field, near-black text, zero accent colour from the UI, letting product and photography be the only colour.
- A grotesque plus old-style-serif pairing (Neue Helvetica + ITC New Baskerville) that signals design heritage.
- A gallery-like furniture/homewares store: full-bleed lifestyle photography, slim text nav, no carousel noise.
- Near-square geometry (1-2px radii) for a precise, architectural, design-led feel.
- Slow, gentle fade motion (0.3-0.8s ease) that reads as composed rather than animated.
Do not copy
- The "HAY" wordmark and the specific Danish-design editorial tone are the brand's identity; borrow the restraint, not the mark.
- Neue Helvetica and ITC New Baskerville are licensed (fonts.com); map to comparable grotesque and old-style serif.
- This level of bareness only works with genuinely strong product photography; do not strip the UI on a brand whose imagery cannot carry it.
Signature moves
gallery-restraint retail canvas
near-black ink on a single light-grey field (#f2f2f2), zero UI accent colour and near-square 1-2px radii read as a precise, architectural design-led gallery.
grotesque plus old-style-serif pairing
a neutral grotesque paired with an old-style serif (Neue Helvetica + ITC New Baskerville) signals design heritage across a tight 11.9-20px scale.
slow composed fade motion
slow, gentle 0.3-0.8s ease fades read as composed rather than animated.
Related references
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Mejuri
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Vrai
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Aesop
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