When Paul Schärer assumed leadership of Swiss manufacturer USM in the 1960s, he envisioned a groundbreaking modular system for the company’s new headquarters. With the introduction of this innovative bar concept, architect Fritz Haller collaborated to create a flexible, chromed framework that revolutionized office design. Known for its industrial minimalism and timeless elegance, the USM modular system became an iconic element in functional design.
In an innovative application, New York entrepreneur Josh Greenspan incorporated this system into VV’s Cocktail Room, a bar named after his daughter, Vivienne. Inspired by late nights in New York and omakases in Tokyo, the venue fuses mid-century aesthetics with modern flair, showcasing the flexible and modular ethos.
Design Excellence with the USM Modular Midcentury Concept
New York designer Ryan Lawson and the agency Behind Bars collaborated to customize the modular interior‘s design. Ian Mutschelkanus, USM’s director of architectural development, adapted the Steel Blue panels, ensuring a seamless interior that honours the version of the future posited in the mid 20th century. The space efficiently uses its 400 square feet, accommodating 18 seats with an elegant continuity between furniture and architecture, a testament to midcentury design.
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The bar interior features a walnut counter, sculptural pendant lighting from Brooklyn-based Studio Kawabi, and walnut tables complemented by burgundy-upholstered chairs. A glass block half-wall divides the space, while a banquette crafted by Greenspan’s father, Michael, overlooks the room. Japanese artist Keita Morimoto’s painting “Hidden Place” provides a compelling visual centerpiece.
The venue’s menu reflects contributions from Neal Bodenheimer and Vincent Favela, who curated the cocktail selection, and Dorie Greenspan, Josh’s mother, who crafted the food offerings, redefining how modular furniture can shape a space with USM’s style.
Source: thespaces.com
Frequently asked questions
What modular system was used in VV’s Cocktail Room?
The USM modular system, known for its industrial minimalism and timeless elegance, was used in VV’s Cocktail Room.
Who is the bar VV’s Cocktail Room named after?
VV’s Cocktail Room is named after Josh Greenspan’s daughter, Vivienne.
Who contributed to the cocktail and food menu of the bar?
Neal Bodenheimer and Vincent Favela curated the cocktail selection, while Dorie Greenspan, Josh’s mother, crafted the food offerings.