FRAME Assembles the Haller System for USM in Satisfying New Brand Film – Motion design [Video]

The vibrant austerity and of the Haller furniture system, a mid-century classic manufactured by Swiss brand USM, receives an appropriately elegant and minimal treatment in this brand film by the team at FRAME in Copenhagen.

Thomas Bay, co-founder at FRAME: “USM tasked us with showcasing their signature furniture system, focusing on three key elements: the corner ball joint, which was to appear as if by magic; the assembly process; and the system’s seemingly endless configurations.

“The film takes the viewer on a journey from the birth of the bronze sphere, through to its chrome coating and finally serving as the connection point for the tubes, comprising the frame of this 1960’s design classic. 

“To facilitate the visualization, we developed a Haller system builder in Houdini. This tool allowed us to add, modify, or remove components with ease, using a straightforward node-based approach.”

“We kept the art direction minimal, emphasizing functionality …