Magazine B – Issue 86: USM – Cover
Magazine B

Magazine B – Issue 86: USM

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Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.

Preorder now: ships mid-May!

The 86th issue of the magazine <B> is'USM', a Swiss furniture brand that presents infinite possibilities through simplicity.

USM is a brand launched by Ulrich Scherer in 1885 in Münzingen, a small town in Bern, Switzerland. Initially, it was a metalworking company that produced locks and hinges, but when the third generation Paul Scherer joined the management in 1961, it has grown into today's world-class modular furniture brand. The USM Haller System, a modular furniture made in 1965 by Paul Scherer in collaboration with Fritz Haller, a functionalist architect, is recognized as the essence of sustainability that demonstrates an unchanging modernity by practicing the functionalist aesthetic of ‘form follows function.’

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