Magazine B – Issue 86: USM

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.

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.’