Looking to capture the “timelessness, modularity, and functionality” inherent in the furniture of Swiss manufacturer USM, the FRAME motion team deliver a sleek and satisfying showcase for the brand’s new Haller Soft Panel options.
Thomas Bay, co-founder at FRAME in Copenhagen: “The new USM Haller Soft Panel adds a soft and playful touch to the USM product range. The textile panels come with four magnets and can be easily clicked into the tubular structure – no assembly or additional fixtures required.
“The film explores the contrast of the soft, warm aesthetic of the panels with the metallic world of the classic USM design. In addition, the animation aims to convey the endless possibilities of colors and configurations provided by the USM Haller Soft Panel.”
Client: USM
Agency: P’INC
Production: FRAME
Director: FRAME
Sound Design: Nina Liv
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