TIME’s Style 100 Designer Made a Lamp. Eight People Reviewed It
Eight reviews in five years, each one specific enough to read as real, and still too few to measure anything by.
Did not pass
In 2007, TIME magazine included Jaime Hayon on its Style & Design 100 list. His work sits in seven museum permanent collections, including the MAD in New York and the Groninger Museum in the Netherlands.
He trained at the European Institute of Design in Madrid, then at the École Nationale Supérieure des Arts Décoratifs in Paris, then ran the design department at Fabrica, Benetton’s research centre, for four years.
In 2019, he designed a portable lamp shaped like a mushroom for the Copenhagen brand &Tradition. We found eight people who reviewed it.
The Lamp
Hayon named it Setago. “Seta” is Spanish for mushroom, and the suffix “go” signals its cordless freedom.
It is molded polycarbonate with a brass dimmer, 22 centimeters tall, weighing one pound. The battery lasts 10 hours on the highest setting and charges via Micro USB.
Three colorways are available: Nude & Forest, Rust & Thunder, and Maroon & Grape. Retailers in the US sell it between $225 and $260.
What We Scored
GLOW earned 9 out of 10. The mushroom silhouette photographs cleanly against any background, and the warm 2800K light through the translucent shade creates a glow that reviewers consistently describe. One on Connox called the light “super pleasant.” Another at Hawkins New York said it “offers just enough light.”
MOMENT earned 9 out of 10. A buyer on Lumens purchased the Setago as a gift for his wife. His review: “Portable, romantic, functional.” That sequence captures the experience. The recipient turns the brass dimmer. The room changes. Then they pick it up and move it.
WOW earned 8 out of 10. Hayon won Spain’s National Design Award. He has collaborated with Baccarat, Fritz Hansen, Cassina, and Lladró. His Wikipedia entry lists more than twenty solo exhibitions spanning two decades.
&Tradition, founded in 2010 by Martin Kornbek Hansen in Copenhagen, preserves and reissues work by Verner Panton and Arne Jacobsen. They became a certified B Corporation in October 2024. Their Instagram following stands at 534,000. The Setago is sold by more than twenty premium retailers globally, including Hive Modern, Connox, and Danish Design Store.
None of that compensated for the reviews.
Eight Reviews Across Five Years
We found eight total product reviews across four retailers. One verified buyer on Hawkins New York. Two on 6ixthsense LA. One on Lumens. Four verified purchases on Connox. The earliest was posted in November 2019. The most recent in August 2024.
Seven gave five stars. One gave four, noting that the dimmer transitions “follow each other quickly.”
Every review was positive. Every reviewer sounded genuine. 6ixthsense LA responded to one, confirming the interaction was real. The average rating across all eight is 4.9 out of 5.
But eight reviews across five years, with zero customer photos, zero Reddit threads, and zero product-specific press coverage, produces a confidence score of 35 out of 100. That derives to a trust score of 3.5. Our floor is 4.0.
Trustpilot
&Tradition has six reviews on Trustpilot, averaging 2.8 out of 5. All six concern furniture, specifically dining tables and chairs in the €650 to €4,000 range. None mention lamps, portable lighting, or the Setago.
The complaints reference manufacturing alignment issues and customer service responsiveness on large furniture orders. We note this for completeness, though the Setago is a different product category at a different price point with a different production method.
The Final Math
GLOW (9 × 0.25) + WOW (8 × 0.35) + MOMENT (9 × 0.25) + TRUST (3.5 × 0.15) = 7.83. The threshold is 8.0. The trust floor is 4.0. Both failed.
The Setago is a lamp designed by someone on TIME’s Style & Design 100 list, sold by a B Corp-certified Danish brand with half a million Instagram followers, stocked at more than twenty premium retailers, and reviewed by eight people in five years.
The credentials are extraordinary. The review economy has not caught up.
What Would Change
More verified reviews across multiple platforms would shift the confidence score. The eight existing reviews are uniformly positive, with specific functional details that indicate genuine ownership. A stronger review base would clear the threshold.
(If you want a portable Danish lamp that already passed, the HAY Pao scored 8.2 with 18 verified reviews and a Noguchi Award-winning designer.)
