USM's New London Showroom Levels Up on Residential Furniture
The newly-unveiled Marylebone showroom expands the Swiss furniture label’s emphasis from commercial solutions to home furnishing.
Summary
- USM has opened a new London showroom in Marylebone Square, shifting its focus from commercial to the growing residential market, a change driven by a cultural affinity for office aesthetics and mid-century design.
USM has unveiled its latest London location, moving from Clerkenwell to the mixed-use development of Marylebone Square. Having mainly served commercial clients since its founding in 1965, this strategic move is fueled by the Swiss furniture manufacturer’s growing residential clientele.
Defined by their sleek, polished chrome frames and “candy-colored” panels, USM Modular Furniture boasts an industrial character; however, in recent years, a cultural affinity for office-coded aesthetics and mid-century design has given the brand new relevance with rising generations.
To showcase its attention to the high-end residential market, the two-story space is divided into zones reminiscent of a lived-in space, complete with entryway storage welcoming visitors. The store concept, headed by the firm ForEveryday.Life, makes efficient use of the 350x350mm Haller grid to define the space.
The store features new integrations like the USM Haller World of Plants displays and a home theater designed with Leica, containing a discreet high-performance projector. Elsewhere, a living room adorned by an art display is joined by a bar area and vinyl listening lounge, and finally, a serene sleeping quarters features modular wardrobes and a dedicated office.
See the gallery above for a closer look at the new USM London showroom and find the showroom address below.
USM Marylebone Square
12 Cramer Street
London W1U 4DA
