USM Modular Furniture — Showroom Decoration

When steel begins to bloom.

USM Modular Furniture stands for clarity, precision and reduction. My illustrations live from line, calm and a certain lightness. At first glance, two different languages. On closer look, exactly the same attitude.

For USM, I created a floral illustration world — pen, paper, a great many flowers. What started as small, almost intimate sketches now stretches across full window fronts and large-format displays in the USM showrooms in Hamburg and Munich.

That holds its own particular magic for me. My drawings are usually something you hold in your hand. Here they grow larger than I am and become part of a physical space you can step into. The move from the two-dimensional into the spatial is still the most exciting part of working this way.

When a brand understands illustration not as decoration but as a spatial attitude, something emerges that can’t be swapped out for anything else. That was the ambition here.