Behind the HYPE: How USM's Haller System Made an Icon Out of Storage Solutions

A so-called “work of applied art”, USM‘s Haller system has become the must-have storage solution in private homes and public spaces the world over.

Despite the original design dating back to the 1960s, its modernist proportions and minimalist details have ensured that it feels as relevant today as it did back then. In fact, the modular furniture system has arguably never been as popular as it is right now – thanks to a series of well-placed collaborations that have afforded the brand the cult-following it has today.

In the latest episode of Behind the HYPE, we explore how a family-run furniture company from Switzerland made a decades old design become a globally recognized force of innovation.

The USM Haller system was devised by Swiss architect Fritz Haller back in 1963, who collaborated with the company to create a versatile and adaptable furniture system. In response, his design was made up of steel tubes and panels that can be assembled in various configurations, allowing users to customize their furniture according to their endless needs and preferences. Arguably the most revolutionary and recognisable aspect of Haller’s design, though, was the connecting balls that hold together the frame. Literally any piece of the frame can link with the connecting ball, and today, even pieces from the 60s can use recently manufactured parts.

“With USM, you get to be the designer,” says Jon Thorson, the Managing Director of USM Modular Furniture in North America. “You’re completely in the driver seat and you can create something completely original and unique to your needs.”

Flash forward to present day, and the hype around USM Haller continues to grow – partially in thanks to collaborations spanning art, street and skate industries that have helped the brand tap a new generation of design enthusiasts. From Supreme’s Credenza complete with logo emblazoned across the lower doors, to Ghetto Gastro’s kitchen cart – the off-piste pieces showcase USM’s ability to perform at the intersection, while also displaying a decades-old blueprint that holds together the brand’s DNA. “All of the collaborations that we have done have been extremely organic, and they get us out of the “home” category,” Thorson adds.

For a closer look at the USM Haller system, check out the video above, and for more deep-dives into cult-classic items – explore the rest of our Behind the HYPE series.