September 19, 2025 - December 2025
Monday to Friday | 10am - 6pm
Saturdays | 12pm - 6pm
Sundays | Closed

USM Modular Furniture NY Showroom, 28-30 Greene Street, NY NY 10013

New York – USM Modular Furniture presents THE ROOM YOU CARRY by Hudson-based design studio LOVEISENOUGH, led by Loren Daye. Throughout her career as an interior designer, scholar and creative director, Daye has shaped some of the most radical and genre-defining spaces in hospitality, retail and residential design. With THE ROOM YOU CARRY, she takes her most public and ambitious stance yet: transforming the USM SoHo showroom into a personal and participatory living environment, reflecting her wandering spirit, empathetic lens, and inquisitive design practice.
Drawing from ideas of essentialist shelter and nomadic structures, the installation proposes a form of minimal urban refuge – equal parts forest lair and city capsule. The concept emerged from a shift in perspective: approaching the USM system not as furniture, but as an architectural material to pay homage to the brand's utilitarian origins. “How can it become a wall, a protective surface, something to anchor to, shelter from the storm?” proposes Daye.

With inspiration from time spent in wilderness, Daye demonstrates interiority as both a study of self and inside space, evoking the point of view of a fictional female camper. Displayed throughout the space are one-of-a-kind USM pieces designed by LOVEISENOUGH exclusively for the installation: a tent-like structure with a canvas roof, a series of paravents and casegoods in raw steel, glass, and chrome. Each piece is adorned with magnetic hand-carved wood accessories crafted with reclaimed timber beams from The Hudson Company, alongside Daye’s own personal mementos. These subtle gestures root the installation in the landscape of the Catskills, where LOVEISENOUGH is based, lending a quiet intimacy and familiar texture.
Reflecting a longstanding interest in liminal spaces, THE ROOM YOU CARRY challenges the intersections of function and symbolism, rural and urban. Originally 3D modeled by Matt Hutchinson of PATH, a process-driven design and fabrication studio with an intimate knowledge of metal systems, Daye experimented with unexpected applications of the material – blurring the edges of soft and hard. Further enhancing the contemplative and sensorial experience, audio and video recordings by local wildlife photographer and outdoorsman Jamie Kennard are projected within the space.

The long-held relationship between Daye and USM makes the collaboration all the more natural. “I’ve loved USM since before I can remember. It has always represented elegant and urban Swiss order. I strongly identify with restraint and repetition – discipline is god to me,” Daye reflects.
The installation highlights LOVEISENOUGH’s own explorations of material and meaning, exchange and inquisition; instigating the conventional to evaluate the ways in which we impose our own will upon a space. “This project is a testament to creative experimentation within a system of precise constraints. How wild can you be inside a hard set of limiting parameters?” she questions jokingly. “We attempted to strip ‘lifestyle’ down to its essentials.”

“This is one of the most expansive and conceptually rich installations USM USA has undertaken – and it marks the first time in many years we’ve collaborated with an interior designer,” adds Jon Thorson, CEO and Brand Experience Director of USM North America. “When USM was conceived, it was among the valleys of Munsingen, Switzerland. Anytime people visit the brand headquarters, the contrast of the system to its natural surroundings is evident. In a way, this exhibition harkens back to those roots.”
THE ROOM YOU CARRY is not just an exhibition – it is a field study in human behavior, offering visitors a moment of pause and escapism among the dense, electric city of New York.

Throughout its duration, the styling of the interior accessories will evolve to reflect the movement and lived experience of the fictional nomadic camper, encouraging visitors to engage with and observe the space in new and unexpected ways.

LOVEISENOUGH is a design-driven multidisciplinary practice with expertise in creating singular interiors and spatial experiences. Led by designer, creative director and scholar Loren Daye, the studio takes an investigative eye to the crossroads of human behavior and design. The studio’s approach is rooted in the belief that good design remains restrained, becoming secondary in favor of its occupants. Each project is steeped in holistic research and first-hand onsite experience, approaching each space as a blank canvas and conduit for experimentation, learning and growth.

www.loveisenough.co
@____loveisenough

Loren Daye is the founder and Principal of LOVEISENOUGH, a creative studio established in 2018 that leads design across hospitality, residential, and cultural projects. With a background in interiors, architecture, and brand strategy, Daye brings a narrative-driven and contextual approach to her work. Prior to founding her own studio, she spent nearly a decade as Creative Director at Ace Hotel Group, overseeing key projects like Ace Kyoto, Toronto, Brooklyn, and London, and launching the Sister City hotel brand in New York. Her early career included roles at Roman and Williams and Aero Studios, and her work has earned accolades such as Hospitality Design’s Best in Show and multiple AHEAD Awards. Daye holds degrees from Ohio State University and Pratt Institute, where she has written curriculum and taught in the graduate program. Her portfolio includes a wide range of award-winning environments, each grounded in narrative, place, and a commitment to originality.

Jamie Kennard is the Principal and Design Director of Krate, a full‑service creative studio specializing in brand strategy, visual identity, and web development based in Woodstock, NY. With over two decades of experience, he’s shaped emerging brands and organizations including Cornell University, Aether Apparel, the French Embassy, American Folk Art Museum, and Mandarin Oriental.
Jamie is a passionate outdoor storyteller, who has documented his decade‑long quest to ski all 81 of New York’s classic High Peaks, completed in March 2024, a journey hailed as “a New York skiing achievement like no other”. His first feature documentary VARIABLE won an International Skiing History Association Film Award in 2024. He also produces short films, fine‑art wildlife prints, and nature photography – focused on birding, skiing, and Hudson Valley personalities.

kratedesign.com
@catskilltracks

Founded in 1995, The Hudson Company is a locally owned custom mill based in New York’s Hudson Valley, specializing in handmade wood flooring, paneling, and beams. Offering both reclaimed and purpose-cut materials, the company provides fully customizable architectural wood products crafted by a dedicated team of experienced craftspeople. As a vertically integrated operation, The Hudson Company manages every step of production—from sourcing and deconstruction to grading and finishing—ensuring consistent quality for projects of any scale. With a commitment to craftsmanship and personalized service, the company continues to support the evolving needs of the design and building community through its mill and year-round showrooms.

thehudsonco.com
@thehudsoncompany

PATH is a design and fabrication studio led by architect Matt Hutchinson, located in Cuyahoga Valley National Park, OH. Working across architecture, interiors, furniture, and prototyping, PATH explores the intersection of digital and analog processes through a collaborative, hands-on approach. Matt’s work is grounded in a deep interest in the productive interplay between traditional craft and emerging technologies, with a focus on materials and their intrinsic properties. Driven by curiosity and experimentation and guided by experience, PATH creates work that is both contextually aware and materially expressive.

pathdesign.net
@pathfab

Swiss based USM has been providing timeless modular furniture designs suitable for both home and office environments for more than 60 years. Recognized as a design classic, USM was formally accepted into the permanent Design Collection of the Museum of Modern Art (MoMA) in New York. Created from a few basic elements, the company’s furniture offers tailor-made solutions that can be expanded or reconfigured as needed. Each furniture piece allows room for maximum versatility and creativity. To encourage long-term use, all USM product lines are made from high-quality materials for strength and durability to last for years. USM Haller carries the Cradle-to-Cradle® certification, the leading multi-attribute standard used globally across industries for designing and making products that enable a healthy, fair and sustainable future according to the world's most advanced science-based measures.

usm.com
@usmmodularfurniture

For media inquiries please contact:
The Last Agency Anna Caradeuc, usm@thelast.agency

Photographer: Marco Galloway

We offer complementary design services by video, phone or in person. For international inquiries please contact your local USM specialist: www.usm.com/where-to-buy