PLAYLAB, INC.

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Created 20250527

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The following proposal is a high-level concept for a creative universe around the USM system, while keeping its primary components as a central tenant throughout.

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PlayLab was founded 21 years ago in architecture school at Virginia Tech. It was there that we first fell in love with the brand, design, system and ideals of USM. We’re taking the well-established modular joints and panels all so familiar to the world, and expanding its language by applying them to new narratives. Our hope is to build something, if not many things, together—by expanding possibilities.

Several potential directions for a wide range of uses, shown through both sketch and renderings.

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BABY

The simplicity of the bars and joints allows for a new take on a parenting classic. USM for the kids. USM for dreams. Take it up one notch, and build an entire crib out of the system. Start ‘em early.

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CUTLERY

Building on the same theme as the mobiles, flex the simplicity of the components for adults. Something for everyday use—or special occasions only.

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EVERYDAY

On the notion of everyday objects, we explore what else the system can “encase”—from CPU towers and key boards, to trash cans. You’ve already established a dominance within office culture, let’s take over the rest of the office, too.

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FRAME ONLY

To simplify the system even further, and to truly put it’s brilliance and simplicity on a pedestal, build panel-less everyday objects that are fully functional.

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LAMP

Taking the frame concept one-step further, enter a new product category of lighting, with a minimal gesture that will look good on any USM product.

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MUSIC BOX

A surprise and hidden gem—take a regular system, and delight an audience with something unexpected inside. In this case: a music box.

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DOLLHOUSE

Taking Music Box one step further, build out a box for the kids—or for the youthful adults. A doll house, a racecar track set—anything goes at USM.

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FISH

Now we’re getting crazy. Subbing out the classic panels for transparent sheets, we can create a home for our amphibious friends.

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GAMES

If you don’t want the hassle of feeding fish and constantly filtering water, you might like classic games like pinball, pool and foosball. Create generational heirlooms that no owner would ever get rid of.

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OUTDOOR

We’re so used to seeing USM indoors, but what about outdoors? Build on the ever-increasing market, and offer entire camping environments for your customer. Tents, grills, day beds and camping chairs.