Hay has done it again. Another "normal" chair. You might say it has been around since yesterday or forever; you might say you have seen it somewhere before, perhaps in a home, a café, or an office. And yet, it is one of the new products presented at 3daysofdesign, the annual appointment with contemporary design in Copenhagen. Between the spaces of Hay House and the O-Overgaden building in the Christianshavn district, the Danish brand that has perhaps managed more than any other to establish new products as icons, showcased the designs that will be on the market starting next September.

Among them, the Pack Chair stands on a white platform, without artifice or light shows, devoid of spectacular elements that might distract from the formal and constructive truth that is its strength. The designer is Jasper Morrison, the same author of many other products that an inexperienced eye might call "anonymous." Anonymity, in fact, is a central dimension of his poetics, as is evident from the substantial catalog of objects to which this chair is now added, closely recalling his Trattoria Chair. Pack appears as an optimized version, rethought to be completely disassembled and reassembled: it is shipped dismantled in a box, leaving the task of "building" and customizing it to the user, who can swap and replace the components.

Displayed alongside the assembled version are the handful of parts and the Allen key that make up the set—the very 'pack' that gives the chair its name. It consists of nothing more than four legs, a seat, a backrest, and the elements to join them together, resulting in a comfortable, practical, lightweight, and robust product. 'The goal was clear: to create one of the most accessible chairs in Jasper Morrison’s entire production, without any compromise in terms of quality or design rigor,' explained Rolf Hay, co-founder and creative director of the brand, recalling how, during a visit to Morrison’s London studio, he had noticed a small model of the chair and proposed: 'Let’s make it.'

Behind the 'super normal' appearance of the Pack chair lies a careful study of materials and production processes: the two shells, seat and backrest, are made of 80% post-consumer recycled polypropylene, reinforced with wood fibers that strengthen the structure and give the surface a natural, tactile quality, creating a dialogue with the solid oak legs.

This is how the story of a new product begins, born into the best of families: a brand that has successfully woven its objects into the collective imagination and spaces worldwide. Copenhagen stands as absolute proof of this, as evidenced by the countless Palissade pieces—the brand’s most famous series—spotted in every corner of the city and beloved by its residents.