The USM Anniversary Initiative - Friends of Friends / Freunde von Freunden (FvF)

The USM Anniversary Initiative


As the classic Haller Storage System marked its 50th anniversary of design history, Swiss furniture brand USM invited design students worldwide to explore the concept of modularity – an admittedly characteristic feature of the company.

Under the umbrella of interchangeable combinations, young creatives produced an array of artwork and interpretations. To celebrate the results of “project50 – rethink the modular”, USM teamed up with FvF and BLESS to host a get-together at the beautiful Münzstudio apartment in Berlin’s Mitte.

With cozy hammocks, couches and graphic wallpapers, the apartment’s setting created a familiar and intimate atmosphere for all the guests.

Porsche supported us with a mobility service and after freshly made finger food by Barcomi’s and drinks provided by Monkey 47, Beck’s, Vöslauer and Our/Berlin Vodka, the crowd enjoyed live sets by Schwarz Dont Crack, Renaissance Man and Britta Thiethat soon led to a busy dance floor.

Thank you, USM! We enjoyed celebrating this very special campaign launch with you.

Together with USM, we’ve been portraying people in their beautiful homes for quite a while now. Meet all “Personalities by USM” online.

Stay tuned for upcoming events in 2015 via our magazine, blog and social media.