Swiss furniture pioneer USM Modular Furniture has unveiled its latest showroom in London's upscale Marylebone Square, marking a significant shift in its market strategy. Historically serving a commercial audience since its inception in 1965, the brand is now placing a renewed emphasis on its residential offerings. This strategic move is a direct response to a growing appreciation for office-inspired aesthetics and timeless mid-century design within contemporary homes, appealing to a new generation of consumers.

The newly established, expansive two-story showroom is thoughtfully arranged to mimic a real-life dwelling. Designed by the firm ForEveryday.Life, the space is segmented into distinct areas, each showcasing the versatility and adaptability of USM’s iconic 350x350mm Haller grid system. Visitors are greeted by functional entryway storage, guiding them through various domestic settings. The showroom also highlights innovative integrations, such as the USM Haller World of Plants displays, a discreetly integrated high-performance home theater in collaboration with Leica, an elegantly appointed living area featuring art installations, a stylish bar, a dedicated vinyl listening lounge, and a serene sleeping quarter complete with modular wardrobes and a functional home office setup.

This fresh approach illustrates USM's commitment to demonstrating how their sophisticated and durable modular furniture can elevate residential interiors. By providing an immersive experience that blurs the lines between commercial utility and domestic comfort, USM is inviting individuals to reimagine their living spaces with adaptable and aesthetically pleasing solutions. This forward-thinking strategy not only caters to current design trends but also reinforces the enduring legacy and innovative spirit of USM Modular Furniture.