Scholz & Friends and USM at the Milan Design Week

The aim of the agency and USM was to anchor the USM brand in design history as a pioneer of modularity through this open dialogue with the A&D community, thereby creating a new desirability beyond function and prestige.The exhibition featured installations created in collaboration with seven internationally renowned design and architecture schools. These were juxtaposed with significant historical key works. Related works by the lecturers, all renowned designers and architects, were also presented in the exhibition, which explored contemporary interpretations of modularity in depth and in a variety of ways. Throughout the week, the Salone also featured illustrious panel discussions, lectures and a variety of other events.

In addition to the exhibits from the "USM Masterclasses," the exhibition curated by Tido von Oppeln and Burkhard Meltzer also featured works by numerous exponents from the fields of design and architecture, such as Volker Albus, Archigram, Yona Friedman, Fritz Haller, Trix & Robert Haussmann, Hans Hollein, Nathalie du Pasquier, Ettore Sottsass, Superstudio and Matteo Thun. The exhibition and the supporting program proved to be a crowd puller. Numerous greats from design and architecture such as the designer Jerszy Seymour, the curator of the Victor and Albert Museum Jana Scholze, Wallpaper editor-in-chief Tony Chambers or Professor Volker Albus paid their respects and were impressed.

An eight-person production and editorial team consisting of the Scholz & Friends team together with design journalist Max Borka, director John von Ascheraden with his video and edit team, and photographer Anne Morgenstern, documented the exhibition and all supporting events in images, text, and video. About the blog of the project50 anniversary platform Usm.com/project50 and via social media - Twitter, Youtube, Facebook, Instagram - there were reports from the Salone dei Tessuti several times a day, some of them live.

With the "rethink the modular" exhibition, USM was able to set itself apart in a credible and surprising way from the numerous extremely elaborate pure product presentations that are customary during Design Week, according to the press release.

In addition to the exhibition, Scholz & Friends was also responsible for USM's appearance at the Salone Internazionale del Mobile. Two extraordinary exhibition stands caused a sensation at the largest European furniture fair. The "living towers" designed by atelier oï were a talking point. The video walls thematized the history of USM Modular Furniture Haller as well as the cultural initiative "rethink the modular", thus creating a link to the exhibition.

Responsible at USM U. Schärer Söhne: Alexander Schärer (VRP), Stéphanie Borge (Group Marketing Director), Carole Gerber (Head of Marketing), Deepak Matthews (Digital Marketing Manager), Sandra Schär (PR). Editorial project50: Max Borka (Editorial/Text), Dan Nessler (Digital Architect), Michèle Gutmann (Consulting/Coordination), Lukas Frei (Creative Direction) Anne Morgenstern (Photography), Video: John von Ascheraden (director), Moritz Wessendorff (producer), Dennis Pauls (cinematographer), Dennis Gnoni (edit). Responsible at Scholz & Friends Switzerland: Dan Nessler, Manuela Miksa, Martina Miani, Gregor Fitz, Sabine Bremermann, Lukas Frei (creation); Michèle Gutmann, Tanita Bohny, Petra Moser, Tobias Baumann, Martin Samsel (consulting and strategy).

To "project50": Scholz & Friends launches global USM campaign