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 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.

“Fabric is a new material in the USM Haller System portfolio, so we wanted to give it a proper introduction. The goal of starting off with the free flowing material was to convey tactility and heighten the material understanding. We follow the journey of the fabric to a more solid state, where the ball joints act as a proxy for USM, designing and shaping the final panel.
 

“The film explores the contrast of the soft, warm aesthetic of the panels with the metallic world of the classic USM design.”

 
“When we created the megastructure we knew we had to ensure accuracy down to the smallest detail, in any configuration and state and from any camera distance. We didn’t want to deal with multiple LoD’s for the sake of simplicity. This would give us complete freedom to play around in the R&D phase without having to worry about inaccuracies and inconsistencies.

“We created an USM Haller system builder HDA where each module was its own node. That way we could access, modify, manipulate and animate individual USM modules while it’s still a part of a larger system, and without breaking the procedural nature of the setup.

“To handle the detailed geometry in the megastructure, the HDA used Redshift proxies for all components – except the rods. Those were procedurally built with sweeps and curves. This ensured real-time viewport playback for animations and super fast renders.”
 
 

 
Client: USM

Agency: P’INC

Production: FRAME
Director: FRAME

Sound Design: Nina Liv