Magazine B USM

USM was started in 1885 by Ulrich Scheer in Munzinger, a small town in Bern, Switzerland. Initially a metalworking company that produced locks and hinges, it has come the world’s most global modular furniture brand. Created in 1895 by Paul Scheer in collaboration with functionalist Fritz Eller, the USM Waller system is recognized as the essence of sustainability, showcasing an immutable modernity, practicing a functionalist aesthetic called “form follows function”. Part of the Magazine B Design collection that also includes Vitra and Hay.

B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, 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.