After last year's success at Salone Internazionale del Mobile in Milan, USM will again be present at the 2014 edition. The world renowned atelier oï (CH) has designed this year's exhibition concept for USM and will be offering a behind the scenes look of the design and development process. We will also present our latest table surfaces in a variety new colours and materials in a spectacular setting.
Design with character - USM booth concept
USM has brought the world renowned Swiss design studio atelier oï on board for the development of the new table surfaces, their use in personal living environments and the design of the booth concept at this year's Milan Furniture Fair. Since living and working keep coming closer together, atelier oï has created homelike niches for the booth where the new tables can be seen in different living situations. The typical USM component – the ball with the steel bracing – is featured on the trade fair booth and is displayed as an exciting, playful element whose lines dance through the austere architecture. The room is decorated in black and conveys elegance and practicality – the strong characteristics of USM Modular Furniture Systems.
The origin of USM lies in classic office furniture, but the advantages of the USM Haller Modular Furniture System leave its application and use as open as the clever system in itself. So it is hardly surprising that USM has become essential in more and more homes in recent years as well.
However, people have different expectations of furniture for their private living spaces: the colours, the feel and the functionalities. USM takes this into account, so it now offers a total of 55 new table surfaces for the USM Haller and USM Kitos table systems whose various features correspond to what their owners want in the office and at home. These carefully selected surfaces make it possible to pursue individual design ideas and to create different atmospheres. That is why the table surfaces are also shown in emotionally different living environments and no longer simply as a range of colours and materials.
The booth at the Milan Furniture Fair reflects this approach and renders USM connoisseurs ecstatic by innovatively staging the well-known products. USM is positioning itself as an international design brand in an unusually playful manner, raising the curtain on the rediscovery of a classic.
Come vist the USM Booth at the Salone del Mobile - Stand F22, Hall 20.
For more information download the Salone Essentials - Digital Catalogue