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 and allowing the spaces — both private and commercial — to speak for themselves. However, we included subtle references to the system’s origins by hinting at interior and architectural work by the original designers Paul Schärer and Fritz Haller.

“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. Each furniture component was represented by its own node, ensuring flexibility that aligned perfectly with our pipeline. This setup enabled us to dynamically showcase the furniture’s modularity and adaptability in various environments.”
 
 

 
Client: USM

Agency: P’Inc

Production: FRAME
Director: FRAME

Sound Design: Nina Liv