USM celebrates 50 years of USM Modular Furniture Haller and takes the opportunity to explore new opportunities and think in new ways. That is why the renowned company is launching an exciting, multifaceted and global project called project50.
Throughout the anniversary year, project50 will stage numerous exciting and engaging events and is completely focused on the topic of modularity. Why Modularity? Because the USM Modular Furniture Haller is based on modules and is expandable and upgradeable allowing for hundreds of design possibilities. With workshops, experiments and ultimately an exhibition during Milano Design Week, USM answers questions, such as: How does the young generation of designers and architects view the iconic furniture? How do they handle modularity in today’s day and age, where flexibility is so important? And how will the system shape the future?
What Happens when a Piece of USM Furniture Makes a Journey?
In another highlight of project50, a cheeky experiment is conducted, in which a piece of USM furniture with a note on it that says: «Steal Me!» is placed somewhere on each campus of the participating colleges and universities. Whoever responds to this demand is actually allowed to keep the furniture and incorporate it into his/her life. How the furniture makes its journey and where it ends up is secretly documented by a film crew.
The USM.com/project50 website, specially designed for the anniversary year, is already online and provides entertainment and information with videos, images and texts. You can also follow up-to-date news on Twitter, Instagram and Facebook under #project50.