USM × OJAS

On September 5, 2023, sound designer and audio visionary Devon Turnbull—known as OJAS—alongside USM Modular Furniture, ICNCLST, and Kvadrat Acoustics, launched Turnbull’s first semi-permanent listening room. This acoustically optimized space offers a unique blend of sonic immersion and refined aesthetics. The OJAS Listening Room at USM’s Soho showroom combines Turnbull’s signature brutalist audio systems with USM's case goods, seating, and Kvadrat Acoustics’ Soft Cell panels. Visitors are welcomed into a serene setting to experience music without the interruptions of outside noise—a perfect backdrop for our conversation with Jon Thorson, Managing Director / CEO USM Modular Furniture North America, about the brand's innovative approach to experiential spaces.

I think it’s an evolving process, and I’m learning as I go. A lot of credit goes to Devin, who was instrumental in our listening room project. When we first started discussing it, we weren’t sure if it would be a product or an experience. Ultimately, we decided it should be an experience.

Devin invited me to his home in Brooklyn, where I saw how his life and work coexisted seamlessly in the same space. As much as that setup worked for him, he also expressed the desire for more separation between home and work. At the same time, we realized we needed something more engaging for our space.

That’s how the idea for the listening room was born. Before, the space was just an old-school conference room—barely used and far from inviting. Now, it’s warm and dynamic. It’s part of our showroom but offers a quiet and unique experience.

Exactly. Even if people primarily shop online, they want to experience something tangible and human. That’s what we aim to create here—a warm and inviting atmosphere, whether it’s through the listening room, collaborations with brands like USM, or even the build sessions we host downstairs. It’s about being a place for the community.

And not everything has to come with a price tag. We’re trying to balance making money—yes, we sell furniture—but also giving back to the community. We’re fortunate to have this amazing real estate in Soho, so we think about how we can use it creatively while staying inspired.

That’s a great connection. I think collaborations like those allow us to stay open and experimental. It’s very much a work in progress—we’re figuring things out as we go. The team at Pin-Up, including Ben Ganz, brought incredible creativity to the table, and our goal is always for both sides of a collaboration to feel proud of the outcome.

What’s great about USM is the flexibility of our system. It’s built for collaboration. If we don’t let others experiment with it, it feels like a missed opportunity. Seeing how others use our system often sparks new ideas for us.

Once we embraced the idea of opening up—whether through our space or product collaborations—we noticed a significant increase in interest, with more people reaching out to us. Now, our focus is on maintaining a high standard in everything we do. That’s the goal we’re working toward, and we’re excited about some exciting projects currently in development.

It might. Americans are generally raised to think big and embrace the idea that “anything is possible.” With USM, anyone can be a furniture designer, even if just for a moment. You can easily explore our configurator anytime. Personally, if I have a free moment on a Saturday, I might use it to design something fun—like a 30-foot-long, ultra-thin shelf—just to see how it would look. I’ll play around with colors and configurations, and for me, that’s a really enjoyable part of the creative process.

What’s great is that it’s completely free. Many people find it exciting because they can create pieces tailored to their exact needs and space. I think this system resonates particularly well with Americans, especially younger generations, who often dream of exploring creative roles—whether as fashion designers, chefs, or furniture designers. It’s an accessible way to tap into that creativity.

We have an amazing partner based in Seoul, SpaceLogic, which operates across South Korea. The head of the company is an incredible creative force. I’ve seen a few renders of their upcoming project, and it’s stunning—very architectural and designed to feel like a journey of discovery as you move through it. The project will be located at Ten Corso Como in Seoul, and I’m confident it’s going to be something really special.

I also love how these collaborations influence each other globally. For example, our olive green color—now sold worldwide—originated in Seoul. This back-and-forth exchange of ideas between Seoul and our other markets makes the world feel much smaller and more connected. These partnerships are what make the process so exciting and rewarding.

Our approach is rooted in creating unique experiences and sharing them across different locations. For example, we started with Come Si in our New York space, then recently brought it to Neutra House in LA. Now, that same furniture and concept is heading to Seoul. This process allows us to extend the reach of our work, but it’s important that each iteration feels distinct—it’s not about duplicating the same setup but adapting it for each space and audience.

The same principle applies to our listening room. While the original is a modest 30–40 square meters here in New York, we’re taking the idea—and some of the physical elements—to Miami for Design Miami next month. It’s an opportunity to let more people experience it, especially with 35,000 visitors expected at the event.

Long term, I’d love to see us create experiential spaces across the U.S. in cities like LA, San Francisco, Chicago, Nashville, or Austin. The country is so vast, and there’s a lot of potential to bring these creative, interactive concepts to new audiences nationwide.