Permanent Collection

Charm of Chairs: FRAME Takes a Seat (or Two) With HAY

Posted on Tuesday, June 16, 2026

For their exhibit at the 2026 3daysofdesign event in Copenhagen, Danish design brand HAY commissioned local motion studio Frame and sound designer Arbi Alexander to showcase eight of their chair designs with style and wit.

Thomas Bay, co-founder at FRAME: “This film was created to be experienced on a large-scale screen and features HAY’s chairs in a myriad of configurations creating a stark monochromatic vibe.

“The visual approach was largely inspired by silent film and stop motion aesthetics, as well as an energetic edit led by diegetic sound design. The result is a bold exploration of the Backflip, Chisel, Deville, Layout, Palissade, Rey, X-Line, and Pack chairs and through their unique design expressions.”

Close-up view of a black HAY folding chair against a plain light gray background, focusing on the chair’s FRAME and backrest. Frame from Stash Magazine article.

Close-up of black metal mesh outdoor chairs from HAY casting geometric shadows on a white surface, creating an abstract pattern with intersecting lines and shapes. Frame from Stash Magazine article.

Aerial view of several black metal FRAME chairs with slatted seats and backs, spaced apart on a white surface, casting distinct shadows and highlighting the charm of chairs in minimalist design. Frame from Stash Magazine article.

Six black HAY chairs are aligned in a row. Three of the chairs are stacked in piles of increasing height from left to right, while the other three FRAME chairs stand alone. The background is plain white. Frame from Stash Magazine article.

Black folding chairs from HAY are arranged in a winding, S-shaped FRAME on a plain white background, showcasing the charm of chairs in a visually striking and minimalist composition. Frame from Stash Magazine article.

Client: HAY

Production: FRAME
Director: FRAME

Sound Design: Arbi Alexander

Stephen Price

Stephen is the co-founder/CD of Stash Media Inc. and the executive editor of Stash Magazine and the Stash Permanent Collection.
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Category: 3D Style, CG, Featured, Motion Design · Tags: Arbi Alexander, Frame, Hay