USM has officially opened a new showroom in London, relocating from Clerkenwell to Marylebone Square. This transition signals a significant shift in focus for the Swiss furniture brand, which historically served commercial clients. Now, USM is turning its attention to a growing residential market. The move is influenced by a broader cultural shift that embraces office-inspired interiors and mid-century modern design. Founded in 1965, USM is best known for its modular furniture systems, easily identified by polished chrome frames and vibrant panel colours. These once-industrial pieces are gaining popularity in homes, resonating with newer generations seeking both functionality and style.
A Home-Inspired Showroom Experience
Designed to feel like a lived-in home, the two-storey Marylebone showroom is divided into thoughtfully curated zones. Visitors are greeted by entryway storage, setting the tone for a domestic experience. The store layout, developed by ForEveryday.Life, uses USM’s 350x350mm Haller grid system to define each area with precision. Key features include the USM Haller World of Plants display and a home theatre in partnership with Leica. This theatre includes a discreet high-performance projector. Additionally, guests can explore a living room complete with an art display, a bar and vinyl listening lounge, and a calming bedroom furnished with modular wardrobes and a designated workspace.
Reinforcing Identity with Modern Relevance
Through this showroom, USM is not only showcasing its range but also its adaptability. The modular designs, long trusted in offices, now find relevance in the home through clever reconfigurations. By integrating lifestyle elements, the new Marylebone space strengthens the brand’s appeal in a market that increasingly blurs the line between work and home.
USM Marylebone Square
12 Cramer Street
London W1U 4DA