USM designed an entire bar with its midcentury modular units

When Paul Schärer took over the Swiss manufacturer USM in the 1960s, he commissioned the influential architectect Fritz Haller to design its new headquarters. Haller responded with a flexible, modular chromed framework that could be reconfigured with ball joints to the needs of the office. He then set his mind to furnishing it, and designed a range that could match the new buildings’ sleek and adaptable structure. What he came up with was a system of steel modules that could stack vertically, laterally and elegantly.

A design classic with a clean, industrial minimalism and rich powder-coated colour, the USM modular system became a mid-century classic and a staple of functional spaces everywhere. They can recede into the architecture of a space or become luxurious features when displaying collectible objects, flowers, records. But we've never seen it used in this most recent application — as the foundation for this new bar by New York entrepreneur Josh Greenspan.

VV's Cocktail Room, named for Greenspan's daughter, Vivienne, was inspired by late nights in New York and omakases in Tokyo. Greenspan hired USM's director of architectural development, Ian Mutschelkanus, to adapt the chrome-framed panelling to an interior framework that honours the version of the future posited in the mid 20th century. Extending from the bar counter and up the walls, USM's Steel Blue panels tie together the elements and achieve a continuous design language across the space. The seamless integration of furniture into functional spatial elements cohesively utilises every square inch of the 400sqft 18-seat space, optimising form and function. Greenspan characterises it as ‘yesterday’s future'.

Working with New York designer Ryan Lawson and Behind Bars Agency, Greenspan developed a custom bar station with a walnut counter. It's topped by a sculptural pendant light designed and produced by Brooklyn-based Studio Kawabi and accompanied by walnut tables and chairs with rich burgundy upholstery. A half-wall of glass blocks serves as a divider.

Greenspan’s father, Michael Greenspan, designed and built the banquette overlooking the area. And the painting Hidden Place by Japanese artist Keita Morimoto acts as a visual anchor.

Big names from New York's F&B world have collaborated on the menus. Neal Bodenheimer and Vincent Favela worked on the cocktail programme and Dorie Greenspan, Josh's mother, created the bar menu.

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