Brand Documentary Magazine

Magazine B No.86 USM

Category

Magazine > Economy/Business

Publisher B Media Company | 170 X 240mm, 160 pages

■ About the Publication

Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.

■ About the Issue

Welcome to the 86th issue of B.

In creating 80+ issues, B editors visited the headquarters of countless brands—a time that feels like a lifetime ago now. Meeting marketing representatives and touring head offices signaled the official beginning of our research on each brand. To analogize with the innerworkings of a restaurant, these initial encounters were like being welcomed into a professional kitchen. The office tour reveals so much about a brand in terms of values that are reflected in the office layout, the interior design, and the way employees utilize spaces, not to mention the location. The purpose of an office tour is not to scrutinize the interior design or the geographic location, but rather to glean how the brand makes decisions based on what they do or don’t choose to incorporate into their ideal office space.

One of the most interesting that springs to mind is the Monocle office. When B covered the Monocle magazine brand five years ago, the company was located in an old brick building in the Saint Marylebone borough of London, England. Wooden desks and chairs, big windows drawing in abundant sunlight, and a tidy garden outside the window were impressive enough, but the greatest symbol of the Monocle universe’s spirit was the way the furniture was arranged in the lobby and the reception area, which determine the tone for every building. Among the various pieces was the notable Haller system created by USM, the brand we are focusing on in this issue.

The USM Haller system is immediately identifiable, and it does not require knowledge of design history or a keen eye for aesthetics to recognize its value. While USM’s core asset is the concept of modularity to allow for infinite expansion, its most brilliant accomplishment would be the fact that the furniture retains its distinct design identity and balance no matter how far its products expand from shelves to catering trolleys, catering trolleys to wardrobes, and wardrobes to desks. USM naturally blends with any architectural style regardless of the size or mood of a given space—a quality that makes USM transcend its functionality as mere furniture to that of a perfect organic system. Indeed, this attribute even raises the question of whether the brand will ever be able to create something that tops the Haller system.

But USM remains unflustered by this question. Emphasizing that old modules purchased a decade ago are still compatible with current releases, the brand focuses on tweaking the already excellent line rather than reinventing the wheel. USM touts its modular system as synonymous with sustainability, and over the past 50 years, their products have proven that sustainability is a sincere brand value. USM Product Development Director Thomas Dienes once articulated the brand’s stance during an interview: “Sometimes it’s good to focus on what you are good at.” In a society addicted to instant success, USM’s attitude is a breath of fresh air.

Eunsung Park

Content & Editorial Director

■ Table of contents

02 INTRO

08 EDITOR'S LETTER

12 RETAIL

Modular furniture that opened up new horizons

22 OPINION: TYLER BRÛLÉ

The Monocle editor-in-chief maintains close ties with USM

28 IN OFFICES

The USM modular system makes a big splash in workplaces

38 IN PUBLIC PLACES

USM’s timeless design blends seamlessly into public spaces like schools, libraries, and museums

48 OPINION: LAURENT CROCHET

Head of USM France strives to deliver the brand’s values to the public

54 IN MÜNSINGEN

The city where the Swiss furniture brand’s philosophy took root

56 FUNCTIONALISM

Introducing the first modular furniture, born in a factory that values aesthetic functionalism

64 HALLER SYSTEM

Key elements and accessories that comprise the Haller modular system

72 CUSTOMIZATION

USM’s extensibility and reconfiguration make the units highly responsive to individual needs

78 OPINION: RODOLPHE PARENTE

Designer Rodolphe Parente adds distinctive character to space, just like USM furniture

82 IN HOMES

Loyal USM customers use space as a canvas for expressing their unique lifestyles

110 LONGEVITY

The USM headquarters epitomizes the brand’s key values

116 BRAND STORY

USM’s growth story paves the way to indefinite design possibilities through simplicity

122 DIGEST

Data that proves the brand’s business identity and profound influence

124 CONFIGURATION

Customer reviews of the Haller modular system

126 INTERVIEW: ALEXANDER SCHAERER, THOMAS DIENES, ANDREW WITTMAYER

USM’s fourth CEO Alexander Schaerer, Product Development Director Thomas Dienes, and Sales Director Asia Pacific Andrew Wittmayer talk about the brand’s tradition and innovation

134 SHOWCASE

A glimpse at showrooms embodying the multiple-layered feature of modular furniture

138 SWISS DESIGN

USM’s functional aesthetics examined in terms of Swiss design

142 CASES OF MODULARITY

Characteristics of the USM modular system that present new value to the market

148 REFERENCES

Books, videos, and websites that explore the brand’s identity

151 OUTRO

■ Content Images

P 10 – Contents

P 12 – Retail

P 22 – Opinion (Tyler Brûlé)

P 64 - Haller System

P 72 – Customization

P 88 – In Homes (Mike Klar)

P 90 - Photos of In Homes (Mike Klar)

P 108 – In Homes (USM & More)

P 110 - Longevity

P 144 – Cases of Modularity