Visual storytelling by FRAME brings new life to USM Haller Soft Panel
For more than 15 years, FRAME has been shaping how premium design is experienced through visuals that capture both precision and emotion. With roots in Danish design traditions, the studio has built a reputation for translating the essence of luxury into compelling digital narratives.
FRAME’s recent collaboration with Swiss design icon USM for the launch of the USM Haller Soft Panel is a clear example of this approach, demonstrating its ability to balance technical accuracy with sensory depth.
The USM Haller system has been a symbol of modularity and timelessness for over six decades, allowing generations to reconfigure and adapt furniture to changing needs. With the new Soft Panel, USM introduced a tactile and playful element to its classic steel and chrome structure.
The creative team was tasked with creating visuals that not only showcased the product but also conveyed the experience of using it. By focusing on the contrast between the soft textile surfaces and the precision of the modular frame, the studio emphasized how the system evolves without losing its original design integrity.
Through carefully crafted animations, the practice highlighted the simplicity of the magnetic attachment system. Each panel clicks into place without tools, instantly transforming the furniture’s appearance and atmosphere. The visuals illustrate how colors and patterns can be combined in countless ways, presenting the system as a living, adaptable element of any space.
The design narrative ensured that these details were communicated with clarity and elegance, allowing the viewer to grasp both functionality and aesthetic value.
The Danish heritage of FRAME plays a central role in its creative process. The studio embraces minimalism not as a trend but as a lived design philosophy, rooted in craftsmanship, quality, and honesty. This foundation allows the team to translate products like the USM Haller Soft Panel into visual narratives that resonate globally.
The focus is not only on showing what the product looks like but also on what it feels like to interact with, a quality that elevates its work in the luxury sector.
The studio’s collaboration history spans industries from furniture and fashion to watches and automotive, working with names such as Balenciaga, Hublot, and Range Rover.
Each project carries the same commitment to detail, whether it is the brushed finish of a watch component or the tactile warmth of a textile panel. This consistency makes the practice a trusted partner for brands seeking to communicate both authenticity and aspiration.
In the case of the USM Haller Soft Panel, FRAME captured the subtle dialogue between metal and fabric, rigidity and softness, function and creativity. The resulting visuals embody USM’s spirit of sustainability and adaptability while reinforcing the studio’s mastery of 3D storytelling.
By uniting design heritage with digital innovation, FRAME once again demonstrated its ability to define how contemporary audiences engage with high-end products.
CREDITS
- Client: USM
- Agency: P’INC
- Direction / Design / Animation: FRAME
- Sound Design: Nina Liv
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