Daily News
From Home Furnishing Business
HAY Introduces the Pack Chair by Jasper Morrison
July 31,
2026 by Karen Parrish in Business Strategy, Industry 
In his first chair for HAY, Jasper Morrison has designed the Pack Chair, a contemporary take on the wooden trattoria chair. With its molded seat and backrest, the design translates a recognizable typology into an industrial context through considered construction.
Rooted in Morrison’s ‘super normal’ design approach and HAY’s commitment to making good design accessible, the Pack Chair is familiar yet distinct. Its defined proportions and refined detailing give the chair a clear character and a recognizable silhouette. The idea originated from a small model Rolf Hay spotted on a shelf in Morrison’s studio - archetypal in form, and immediately compelling.
‘Everything we do needs to be relevant and original,’ says Rolf Hay, HAY co-founder and creative director of furniture & lighting. ‘We were talking about being a bit more radical with this typology. What if we could make it flat-packed?’
The ambition was to create one of the most accessible chairs in Jasper Morrison’s body of work - something widely available without compromising on quality or intention. Like all of Morrison’s designs, the Pack Chair appears simple at first glance but conceals a high level of technical consideration.
The seat and back are made from 80% post-consumer recycled polypropylene blended with wood fibers, which reinforce the material and lend the surface a subtle, natural tactility. Solid oak legs and an optional plywood backrest introduce a natural counterpoint to the chair’s plastic form. Delivered flat-packed, the chair has legs that are fixed in place and a curved backrest integrated into the frame, while the optional seat cover snaps neatly into integrated grooves - inviting the user to take on the role of upholsterer, with a tailored result. Each component is designed for disassembly, renewal, and repair, built with a longer life in mind.
Named as a nod to its flat-pack construction, the Pack Chair is available in two variants - with a plastic or upholstered seat - and a wide range of colours, making it well suited to home, retail, and contract settings. Designed for disassembly and repair, it is built for long-term use.
Prices: Pack Chair from 135 EUR / 129 GBP / 1.499 DKK / 1.699 SEK / 1.799 NOK All prices are recommended retail prices.