Aram, the celebrated destination for furniture, lighting, and home accessories, will soon unveil ‘Adaptations’, the latest exhibition in Aram’s new gallery space, relaunched earlier this year to mark the brand’s 60th anniversary.
Exploring a ‘playful deviation from a system,’ Aram invited 10 UK creatives to design adapted or ‘hacked’ configurations of the USM Haller modular system to enhance their everyday lives. The innovative solutions, ranging from furniture and lighting to a book stand and discreet campervan storage, will be exhibited at Aram from 8 November to 14 December 2024.
Aram drew inspiration from the ingenuity of USM’s Swiss factory workers, who demonstrate the intrinsic versatility of USM’s products by tailoring solutions to their unique work requirements. With this in mind, the brief set by Aram was purposely simple to encourage artistic freedom. The creatives were urged to design pieces that diverge from the conventional applications of the original USM Haller system. For some designers, this meant breaking the system’s rules while only using USM components. For others, it also involved introducing non-USM materials or elements into their design. Either way, the design needed to be fully functional and genuinely useful to the designer, who will integrate the solution into their lives post-exhibition.
Grace Eden, Creative Manager of Aram, says: “The exhibitors participating in ‘Adaptations’ come from various fields such as architecture, art, textiles, interiors, and product design. Many work across multiple disciplines, which plays an important role in this project. This range of expertise is key to exploring the project’s three main themes: deviation, function, and narrative. The designs are considered not only for their creative departure from the norm but also for their purpose and the context in which they exist.”
While some exhibitors were already familiar with USM Haller, others began from scratch. Beautifully simple and highly complex at the same time, each of the reinterpreted solutions reflect this duality. Some exhibitors have gone one step further in the brief’s sentiment and have slightly modified the rules, while others have pushed the system far beyond its intended usage. During the design process, the exhibitors commented on the bravery of USM in allowing a group of creatives to experiment so freely with such a highly regarded product design, but this was the appeal for them as creatives.
The Aram Gallery was originally established in 2002 to showcase experimental and new designs in London. Following a rebrand to coincide with Aram’s 60th anniversary in 2024, a new 2000 sqft gallery space in a prominent lower-ground location was created. Building on the legacy created by Aram’s founder, the late Zeev Aram and the gallery curators with whom he worked closely, Aram deeply considered how to revive this vital and non-commercial part of the company to be appropriate for a new time.
Daniel Aram, Managing Director of Aram, comments: “USM Haller is an excellent example of Swiss precision engineering that is incredibly versatile and can meet various user requirements. Aram has been a key partner of USM for over twenty years. Together, we have expanded the market in the UK, introducing many satisfied customers to the benefits of USM Haller. It has been a great experience collaborating with USM and a selected group of talented creatives on this innovative show, which showcases a liberating and playful aspect of USM Haller. I hope everyone who enjoys innovative and personalised design solutions will come and see the exhibition.”
Mirko Müller, USM CEO United Kingdom, says: “Throughout the decades, USM has opened its award-winning modular systems to new ideas and developments. The system’s strength of quality and design enables USM to embrace new approaches without losing its iconic character. Our collaboration with Aram is another exciting chance to work with talented designers, and the results illustrate USM’s timeless adaptability, underlining how future-proof this system is after almost 60 years.”
