SIZED partnered with USM Modular Furniture to lead their brand strategy in the U.S. during Frieze Los Angeles, building on the furniture designer’s international acclaim. Tasked with creating an immersive experience that introduced USM’s pieces to the American market, SIZED collaborated with renowned designer Willo Perron to develop a bespoke line of modular furniture. These custom designs served as the foundation for a week-long popup exhibition held in the historic Howard Hughes Headquarters in LA’s Sycamore District.

In partnership with French culinary collective We Are Ona, SIZED transformed the exhibition space, showcasing USM’s modular furniture as sculptural objects within a gallery setting. The pieces were juxtaposed with a fleet of all-black exotic automobiles, creating a striking visual narrative. Additionally, the custom furniture provided seating for We Are Ona’s exclusive nightly dinners, seamlessly blending design with culinary experience.

The event successfully reinforced USM’s presence in the U.S. market, positioning the brand’s pieces as both functional and artistic, while also offering them as part of an ongoing open edition available for purchase.

BRAND STRATEGY & POSITIONING / CREATIVE DIRECTION & CAMPAIGN DEVELOPMENT / EXPERIENTIAL MARKETING & EVENT PRODUCTION / PARTNERSHIP & COLLABORATION STRATEGY / CURATORIAL SERVICES (ART & DESIGN) / SPATIAL DESIGN & INSTALLATION ART