September 2011. The worldwide trend of rural depopulation is also felt in Portugal, where the urban population continues to grow at a rate of 1.5% per year.

The urban world, where time is money and every second counts, moves increasingly faster.

Usma works as a clock but without any visual interface, only playing the sound of church bells every 30 minutes. The goal is to bring the notion and perception of time from a rural context to an urban one, with an object that will have sound as its sole reference to time.

Usma clock, was first shown in Experimenta Design Bienal in 2011

Agency: Cabracega- Experience Design Studio
Creative team: Hugo Tornelo / Pedro Alegria
Design team: Daniel Machado / Rui Santos
Programming: André Gonçalves