New USM showroom in Shanghai
As a microcosm and experimental ground for the brand’s philosophy, the first official USM showroom in China invites visitors to experience the furniture systems in a playful way. The showroom combines timeless design with creativity and creates space for interdisciplinary collaborations.
A super connector
The USM Shanghai showroom is located on Yongyuan Road in the Nanjing West Road district, a central area of the city where natural green spaces, creative culture, and business intertwine, giving the neighbourhood a light and open atmosphere.
The showroom was designed by MHPD studio, which specialises in interior and installation design and is committed to creating different emotional experiences through design. This brand-new showroom is based on the concept of "connector". MHPD uses a corridor as a "connector" to link the display window, pop-up area, design room, exhibition area, offices and other areas. While visually extending the space, it maintains a close connection with every area. MHPD captures the natural elements, shaping them into subtle textures and incorporating them into the space - serving as a medium for imaginative expression.
Playful by design
A row of lamp columns along the exhibition hall’s exterior façade is finished in the standard colours of the iconic USM Haller modular system, echoing the vibrant flag elements of the USM headquarters in Switzerland. The new showroom adheres to the USM brand’s principle of sustainable development. The corridor walls, serving as "connectors", are decorated with environmentally friendly recycled tea stems. The texture and colour tones resemble the natural scenery revealed by the melting of Swiss snow-capped mountains, infusing the space with poetry and a sense of distant imagination.
Through surprising furniture creations, the showroom highlights the adaptability of this classic, while an extensive material library invites customers to experience the material qualities first-hand and discover USM craftsmanship. Here, design experts develop tailor-made solutions, with virtually no limits thanks to USM modules, colours, and structures.
Not just furniture: a USM multi-faceted experimental field
As a pioneer in modular furniture, USM has always been committed to expanding the boundaries of design. The new USM showroom in Shanghai brings together all the brand’s creativity and experimental spirit, allowing design, business and culture to interweave in the space. It continues to drive the USM cross-border exploration in the Chinese market. Looking ahead, USM hopes to work with more brands, designers, creatives, artists and others from various industries to bring modular systems into more imaginative and interesting scenarios - conveying the spirit of USM "playful by design" and inspiring creativity in everyone.
