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Why Are These Sleek Shelving Systems From the ’60s Suddenly Everywhere?
The article explores the resurgence in popularity of USM Modular Furniture's Haller shelving systems, particularly among young creatives seeking an alternative to mass-produced minimalist furnishings. Originally designed in the 1960s, these modular, powder-coated steel units with chromed hardware have traditionally been found in art galleries, discerning bookshops, and artists' homes. However, recent trends indicate a broader adoption by a millennial demographic, driven by a desire for quality, design integrity, and a distinctive aesthetic.
Rhett Brandt and Dave Gagliardi, owners of the coffee shop Secret in East Williamsburg, exemplify this trend by incorporating a custom green USM Haller unit as a centerpiece to display their unique offerings, signaling their commitment to design. This contrasts with many contemporary coffee shops that rely on generic, knockoff midcentury-modern pieces. Nino Frank, a 30-year-old creative director in Brooklyn, also highlights his personal journey in acquiring a custom silver Haller credenza, replacing an outdated teak piece. He values the Haller for its aesthetic integration, functionality in storing art books, and its ability to retain value, viewing it as a long-term investment.
The history of USM Modular Furniture, founded in Switzerland in 1885, began with hinges and window fittings before transitioning to its iconic steel pieces in 1963, named after co-designer Fritz Haller. The company has since developed into an enterprise focusing on custom work for a diverse clientele, including galleries, jewelers, and retailers, where the furniture telegraphs design authority. The modularity, range of colors, and subtle customization options, such as the number of closed shelves or specific backings, contribute to its enduring appeal.
Several factors have contributed to Haller's recent surge in visibility and accessibility. Limited edition releases, such as a four-piece olive green collection, offer a more subdued aesthetic. Collaborations with designers like Pin-Up Home and Noel Mercado have also introduced new colorways and styles, further expanding its appeal. A significant turning point was the collaboration with the fashion brand Supreme in summer 2023, which released a limited-edition credenza. This partnership dramatically increased public awareness, especially among a younger audience.
Furthermore, the shift to remote work during the pandemic led many offices to liquidate their furniture, increasing the availability of genuine Haller pieces on secondhand markets like Craigslist, Facebook Marketplace, and auction sites. This provides opportunities for consumers to acquire these items at a discount, though still at a significant price point. However, the rise in secondhand availability has also led to an increase in counterfeit products, necessitating careful authentication. Experts like Kevin Kay of Custom USM Haller advise buyers to request numerous photos, check for specific stickers and internal hardware, and feel the substantial weight of genuine pieces to ensure authenticity.
Despite the cost, which can range from $3,600 for a standard credenza to low five figures for custom pieces even at a markdown, Haller units are considered durable and an investment that retains value. The article also provides examples of popular Haller pieces, including the versatile two-by-two credenza and the elegant T59 table, and offers advice on finding them on auction sites. The overall trend indicates a growing appreciation for USM Haller furniture as a sophisticated, long-lasting alternative to transient design trends.
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