Sup­plier Fo­cus

Eric Ber­ch­told, direc­tor Mid­dle East & Africa, USM, talks about note-wor­thy fur­ni­ture trends and lat­est in­no­va­tive launches

Design Middle East - - Contents -

Eric Ber­ch­told, direc­tor Mid­dle East & Africa, USM, talks about lat­est fur­ni­ture trends

What are the emerg­ing fur­ni­ture trends in the in­dus­try?

The UAE is un­like any other mar­ket, as it caters to such a broad au­di­ence and takes so much in­flu­ence from other re­gions. The abil­ity to re­gion­alise in­ter­na­tional trends is one of my favourite things, as is the in­creas­ing push to de­velop spa­ces that re­flect the needs of the com­mu­nity. No two spa­ces in the UAE are the same, and the op­por­tu­nity to be im­mersed in so many vary­ing de­sign styles is some­thing very unique.

Blend­ing in­ter­na­tional and lo­cal de­signs with the fo­cus on com­mu­nal com­mu­nity spa­ces and the role of Euro­pean trends and prod­ucts in the Mid­dle East­ern mar­ket is re­mark­able. Ad­di­tion­ally, sus­tain­able de­sign with a strong fo­cus on qual­ity and dura­bil­ity is an­other trend worth talk­ing about. In the UAE, ex­e­cu­tion, and qual­ity of­ten doesn’t al­ways match the level of de­sign and in­no­va­tion and there is a lot of scope to im­prove.

Who are your end users?

The mod­u­lar na­ture of USM fur­ni­ture caters to the needs of a wide range. We live in a fast-paced en­vi­ron­ment where adap­ta­tion has be­come an es­sen­tial skill. That's why it is cru­cial to be able to build on flex­i­ble sys­tems and solid ref­er­ences, which is the vi­sion of USM'S mod­u­lar mod­ern fur­ni­ture. We tai­lor our fur­ni­ture for in­te­rior de­sign­ers, ar­chi­tects, busi­ness own­ers, and the ev­ery­day home­owner.

What are your new launches in 2018?

USM in­tro­duced elec­tric­ity to its most iconic de­sign with the launch of the USM Haller E. The Haller E Sys­tem, which was launched in the Mid­dle East in September 2017, de­liv­ers dimmable lamps in ei­ther warm, cool white or al­ter­na­tively can ac­com­mo­date USB charg­ers for mo­bile de­vices. The sys­tem is avail­able in 14 colours and can be con­fig­ured with an end­less range of sizes.

What are your ex­pan­sion plans?

We are work­ing on mul­ti­ple projects through­out the year, as well as con­tin­u­ing to pro­mote our range of prod­ucts. As al­ways, we will be work­ing closely with our dis­trib­u­tors to en­sure that USM mod­u­lar fur­ni­ture should be the top pref­er­ence with the key play­ers in the de­sign, ar­chi­tec­ture and in­te­ri­ors sec­tors across the re­gion.

Con­tact: E: us­m_­mod­u­lar_me@usm.com P: +971 55 396 4762 W: www.usm.com/en/

Eric Ber­ch­told

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