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USM’s New London Showroom Marks Shift Toward Residential Elegance

Swiss design house USM has officially opened its new London showroom in the heart of Marylebone Square, marking a strategic shift from its former Clerkenwell location and reaffirming its commitment to the residential furniture market.

Founded in 1965, USM is globally known for its modular furniture systems, particularly the iconic USM Haller, defined by sleek chrome frameworks and vibrant powder-coated panels. Long favored by architects and corporate offices, the brand is now finding new relevance among homeowners with an eye for mid-century modern aesthetics and minimalist, functional design.

From Office to Home: A Showroom That Feels Lived-In

Unlike traditional retail environments, the new two-story showroom is organized like a fully designed home, creating an immersive experience for visitors. Conceived in collaboration with creative agency ForEveryday.Life, the space is sectioned using the signature 350x350mm Haller grid, subtly guiding guests through an apartment-style layout.

Visitors are welcomed by a curated entryway setup, leading into distinct zones including a living room, bar and vinyl lounge, modular sleeping area, and a dedicated home office. Each setting demonstrates how USM’s modular design can seamlessly integrate into contemporary domestic spaces.

Highlights: Plants, Projectors, and Personal Touches

Among the showroom’s standout features is the USM Haller World of Plants, which integrates greenery into modular shelving systems—bringing warmth and sustainability to living spaces. Another centerpiece is the home theater zone, designed in partnership with Leica, featuring a concealed high-performance projector that blends cutting-edge tech with refined interior design.

Elsewhere, curated art pieces and carefully chosen accessories enhance the residential atmosphere, encouraging clients to imagine USM modules not just as storage solutions, but as central elements of everyday living.

New Space, New Vision

The move to Marylebone Square, a luxury mixed-use development, reflects USM’s evolving clientele. As more consumers seek customizable, modular furniture that balances utility and style, USM continues to respond with thoughtful design and elevated environments.

By leaning into the resimercial (residential-meets-commercial) design movement, USM is no longer just outfitting offices—it’s outfitting lives.