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How a Former NFL Player Made This Beloved ’60s Shelving System Even More Modular
Kevin Jones, a former NFL running back, has transitioned from a successful career in professional football to a prominent role in industrial design. After retiring from the NFL in 2009, Jones pursued a bachelor's degree in industrial design and an MBA at Virginia Tech, subsequently founding his own design firm, Joba Studio, in 2015. His journey into design was unexpected, stemming from a desire to finish his degree and a newfound interest in the creative aspects of product development, which he discovered through his interactions with sports brands like Reebok, Under Armor, and Red Bull during his athletic career. Initially exploring fashion, he was guided towards industrial design, finding a deep connection with its diverse applications, from prosthetic legs to architectural models.
During his time at Virginia Tech, Jones undertook an internship with USM, a Swiss furniture manufacturer known for its modular Haller shelving system. This experience provided him with a comprehensive understanding of USM's manufacturing processes, design philosophy, and the iconic Haller system's components, including tubes, ball joints, and panels. The internship exposed him to the company's ethos of maintaining an engineering-focused team while collaborating with external designers to foster innovation. This period was pivotal, culminating in Jones using the USM system as the subject for his senior thesis project.
Years later, Jones, through Joba Studio, collaborated with USM and French designer Marc Venot to introduce a significant update to the Haller shelving system, unveiled at Salone del Mobile in Milan. This new iteration, called the Soft Panel system, aims to enhance the system's modularity, human connection, and adaptability for home environments. The core innovation lies in the introduction of felted, two-tone, reversible panels that attach magnetically to the existing Haller framework. This magnetic attachment eliminates the need for specialized tools, allowing users to easily customize, rearrange, and refresh their shelving units by simply flipping or sliding the panels.
Jones emphasized that the update was driven by a desire to make the Haller system more user-friendly and less intimidating to modify post-purchase. The design philosophy behind the Soft Panel system centered on making the beloved utilitarian shelving feel "more connected, more human, and more modular." Addressing feedback that the original metal system could appear "cold" or overly industrial, the felted panels introduce a softer aesthetic, making the furniture more suitable for residential settings while still integrating seamlessly with existing metal components. The timing of this release coincided with USM’s 60th anniversary, marking a strategic move to offer new product variations that USM's extensive network of partners had been seeking. The collaboration embodies a "Connected By Our Dreams" theme, signifying a realization of design aspirations for Jones, USM, and its customers, ensuring the Haller system continues to evolve while honoring its foundational principles of modularity and timeless design.
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