The new USM Shanghai showroom blends design, nature, and culture in a single experimental space
The USM Shanghai showroom is located on Yongyuan Road, in the vibrant Jing’an District — one of the city’s most dynamic and creative areas. Surrounded by green spaces, cultural venues, and retail activity, the showroom fits perfectly into an open and fluid urban environment that reflects the brand’s design philosophy.
USM chose this location for its first official showroom in China because it embodies connection — between nature and the city, tradition and innovation. A true “super connector” where design becomes a bridge between worlds.
Design as a fluid language
The interiors were designed by MHPD Studio, specialists in exhibition and interior design.
The team interpreted USM’s modular philosophy by creating an open, interconnected environment where each area — from pop-up spaces to offices — is linked by a central corridor conceived as a “visual connector”.
Inspired by the vitality of nature, MHPD translated the growth of leaves, branches, and fruit into soft, continuous textures that run through the space. The result is a subtle expression of creative freedom — a guiding principle for USM’s approach to design.
Playful by Design
Outside, a row of colorful light poles echoes the hues of the iconic USM Haller modular system and the bright flags of the Swiss headquarters. These elements are not just decorative — they can transform to suit events or themed installations, bringing a sense of vitality and renewal to the façade.
Aligned with USM’s sustainable vision, the corridor walls are clad in recycled tea branches, an eco-friendly material whose textures and colors recall the Swiss mountain landscape after the snow melts. A poetic detail that fuses nature and design.
A space for collaboration
At the heart of the USM Shanghai showroom lies a dynamic stage for ongoing interdisciplinary collaboration. Temporary installations, creative pop-ups, and interactive experiences highlight the flexibility of the USM modular design system, constantly redefining the relationship between furniture, space, and people.
A dedicated area focuses on customization, alongside a true “materials library” showcasing over fifty years of USM colors and finishes. Visitors can explore, compare, and touch materials firsthand — engaging directly with USM’s designers to create their own modular combinations.
Beyond furniture: a laboratory of ideas
A pioneer of modular furniture, USM continues to push the boundaries of design by exploring new contexts — from offices and retail spaces to galleries and creative studios. With its new Shanghai showroom, the brand strengthens its presence in Asia and opens a new field of experimentation where design, business, and culture intertwine.
For USM, good design is never static. It’s a continuous dialogue, an invitation to explore, combine, and create with freedom.
A tribute to the classic, with eyes on the future
The opening of the new USM Shanghai showroom pays tribute to the brand’s design legacy while projecting its vision toward the future. Every element — from color to light — reveals the infinite versatility of USM’s modular design and invites visitors to rediscover the joy of creative play.
Here, modularity is not just a form or function. It’s a living experience, inspiring new stories of collaboration and imagination.
