HAY is introducing two new chairs: the Pack Chair by Jasper Morrison, one of Britain's leading designers, and the Backflip Chair by Icelandic newcomer Gudmundur Ludvik. The Pack Chair reinterprets the classic trattoria chair through a flat-pack approach, while the Backflip Chair brings a cleverly engineered folding mechanism to a simple wooden form, offering a fresh take on a familiar chair type.
Both pieces will debut at DESIGNART TOKYO 2026, which opens Friday, October 30, 2026, with sales starting the same day at HAY TOKYO, HAY OSAKA, and the HAY ONLINE STORE.
PACK CHAIR BY JASPER MORRISON
Rooted in Morrison's "Super Normal" design philosophy and HAY's mission to bring good design to more people, the Pack Chair is approachable yet distinctive. Its balanced proportions and refined details give it a clear identity and a memorable silhouette.
The chair's origins trace back to a small model sitting on a shelf in Morrison's studio. Rolf Hay came across the form and was instantly taken with it. Starting from that small model, the team translated the value of a traditional wooden chair into industrial production.
Though the Pack Chair looks simple at first glance, it hides sophisticated engineering. The seat and backrest, made from 80% post-consumer recycled polypropylene, gain extra strength from blended wood fibers, which also give the surface a subtle, natural texture. The solid oak legs and plywood backrest create a natural contrast with the plastic forms.
Delivered flat-packed, the chair's parts include legs that lock into place and a curved backrest built into the frame. The optional seat cover fits neatly into a built-in groove, letting users act as their own upholsterer for a tailored, finished look. Every part can be taken apart, replaced, and repaired, so the chair is designed to be used for years to come.
The Pack Chair takes its name from its flat-pack construction. The seat comes in two versions — plastic (Pack Chair 10) and upholstered (Pack Chair 11) — in a wide range of colors, suited to everything from homes to commercial and contract spaces. Its take-apart, repairable design means it's built to last.
Note: Pack Chair 11 is made to order.
Products
Pack Chair 10
Price: ¥39,600 (tax included)
Colors: Graphite brown x Black / Graphite brown / Palm green / Ash blue / Chalk grey / Hull red
Pack Chair 11
Price: from ¥64,900 (tax included)
Colors: Graphite brown x Black / Graphite brown / Palm green / Ash blue / Chalk grey / Hull red / Oiled oak / Iron black x Iron black
Note: Price varies depending on seat cover type (Remix / Steelcut / Leather grano).
Note: Made to order.
BACKFLIP CHAIR BY GUDMUNDUR LUDVIK
The Backflip Chair grew out of Ludvik's fascination with objects that change shape, and his wish to resolve a dilemma he had long grappled with. "The folding chair has always been a special challenge for me," Ludvik says. "It's an inherently contradictory product — pursuing functionality often means sacrificing visual beauty, comfort, or both."
Designed with a focus on function and ergonomics, the Backflip Chair has a timeless presence. An intricate mechanism built into the backrest lets it fold and unfold in one smooth motion. The result is a versatile chair that can be easily stored, hung, retrieved, and set up as needed, all without compromising comfortable seating or good looks.
The frame is made from solid wood, with molded plywood for the backrest and seat. Finished in beech with a water-based lacquer, it comes in a wide range of colors. Suited to everything from homes to public and commercial spaces, it works equally well as an everyday chair or one brought out only when needed.
A dedicated wall bracket, available in black or natural wood finish, lets you neatly store one or two folded chairs.
Products
Backflip Chair
Price: ¥44,000 (tax included)
Colors: Bronze / Cedar green / Cloud blue / Cream white / Anthracite / Golden
Wall Bracket for Backflip Chair
Price: ¥11,000 (tax included)
Colors: Anthracite / Golden
Products
- Pack Chair 10 / Pack Chair 11
- Backflip Chair / Wall Bracket for Backflip Chair
Release Date
October 30, 2026 (Friday)
Available At
HAY TOKYO / HAY OSAKA / HAY ONLINE STORE
Jasper Morrison
Born in London in 1959, Jasper Morrison is a world-renowned industrial designer working across a wide range of fields. He studied design at Kingston Polytechnic, the Royal College of Art, and the Berlin University of the Arts (HdK). After graduating, he founded Office for Design in London in 1986, where he continues to work today. He has curated and shown work in numerous exhibitions around the world and authored several books. In recognition of his contributions to design, he has been elected a Royal Designer for Industry, awarded the Compasso d'Oro, and made a CBE. At HAY, he is behind the Wall Clock and Table Clock, the HAY Outdoor Market by Jasper Morrison shop concept, and the Pack Chair.
Gudmundur Ludvik
Born in 1970, Gudmundur Ludvik is an Icelandic designer based in Vejle, Denmark. After training as a carpenter and furniture maker, he studied sculpture at the Iceland Academy of the Arts and furniture design at the Danish Design School, graduating in 2002. Drawing on Nordic woodworking traditions and a deep understanding of materials, he works across craft, art, and design. Valuing the making process, he explores the relationship between simplicity and complexity, shaping ideas into clear, beautiful forms. He now runs his own studio, creating furniture and objects that draw out the character of materials with careful attention to function and structure. At HAY, he is behind the Backflip Chair.
