IKE-HAY? – the new design frenzy @ Milano 014

Did I just see the latest IKEA PS presentation or was it a designers’ sale at H&M? Judging from the items and the flocks of journalists, designer and dealers in the HAY showroom in Milano, this is more or less the same.
HAY is the biggest design hype since sliced bread but the scandinavian roots make it look like an upmarket IKEA PS collection. The proof of an overheated hype was the little “HAY Minimarket” at the back of the presentation with shelves full of accessories and stationary. The cool HAY staff was busy refilling while the design groupies lined up to pay their hyped bait at shiny silver cashier booths.
How HAY can you get?