USM, the Swiss company behind those classic modular metal cabinets, has teamed up with Kasing Lung — creator of the viral Labubu character — for Milan Design Week. The “Beautiful Thing!” collection wraps USM’s famously restrained Haller furniture in Lung’s mischievous “Monsters” illustrations, alongside a limited-edition sideboard, a shelving unit and a Labubu figurine perched on a tiny USM chair. Each piece ships with a certificate signed by the artist and an NFC-authenticated collector’s code.
It is heritage design meeting toy-hype economics. A serious 60-year-old furniture brand borrows the frenzy of a sold-out collectible — scarcity, authentication, fandom — and turns cabinets into objects people queue for. The signal is clear: even the most grown-up brand can tap collectible culture to make something familiar suddenly feel covetable.
So…:
How could a limited, collectible twist make your everyday product something people chase?
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Picture:
USM (presse)