USM x PIN–UP HOME – USM NYC by Ben Ganz

2022

USM Modular Furniture

USM NYC By Ben Ganz

Services

Campaign Product Creative Direction Editorial Spatial Strategy Visual Identity

Creative Direction

Ben Ganz

OBG Team

Pablo Genoux

Jake Truax

Photography

Francesco Nazardo

BTS Photography

Lucas Creighton

Renderings

Maria Gysi

USM NYC by Ben Ganz

USM NYC by Ben Ganz is a limited-edition collaboration with USM Modular Furniture and the first multi-piece collection released by the brand with an independent designer. Presented by PIN–UP HOME, the collection comprises six configurations inspired by New York’s urban design typologies, produced in three powder-coated colors: Uptown Blue, Soho Yellow, and Downtown Pink.

Product Line

Each piece introduces mobility through a centrally extended wheeled base, with up to twelve casters allowing the objects to move fluidly through space. Perforated metal panels add lightness, while a custom felt seat element complements the standard system. The project engages the tension between the rationality of USM’s modular structure and a more playful, almost clichéd image of New York, with campaign imagery staged across the city to reflect its energy and diversity.