This year, Assopiuma will once again be an essential part of the Milano Design Week with an installation based on a design by Ilaria Marelli at the historical Palazzo Visconti, in via Cino del Duca, 8 in Milan. 

Within the marvellous XVII century aristocratic building, the spectacular installation entitled WHITE LIGHTNESS will offer visitors an immersive experience in the name of“lightness”. In the middle of a vortex of dancing down and feathers, the stars will be two soft whitequilted islands, surrounded by the lively green colour of lush vegetation, a symbol of the natural origin and total sustainability and biodegradability of feathers. 

“the spectacular installation  – designed by Ilaria Marelli – entitled WHITE LIGHTNESS will offer visitors an immersive experience in the name of lightness”

The ultimate goal of Assopiuma’s project – an association founded in 1981 to promote and certify luxury paddings and bedding for interior design – is to intuitively express the values of sartorialism, comfort, biodegradability and sustainability of high-quality, 100% Made in Italy feather and down products, certified for the end consumer’s safety.

Assopiuma | White Lightness
Design Variations 2023
Palazzo Visconti, Via Cino del Duca 8, Milan
18/23 April 2023, 10.00 – 20.00
17 April Press preview, 12.00 – 19.00

Assopiuma’s year comes to an end with important results and plenty of attention from the press. The brand’s values and identity triggered the interest of many magazines and publications, both printed and online. Several articles about the association’s projects came to life throughout the year, including its new coordinated image, conceived by Ilaria Marelli, and the association’s participation in the 2022 Milano Design Week, within the exhibition Design Variations, with a set-up conceived to show and let visitors ‘get a first-hand experience’ of the quality of the products and processes.

The “decompression chamber” set up has been an at once concrete and dream-like vision that found its way into many post-event articles and reports by Italian and international journalists dedicated to the Milanese fair. 

The constant attention on behalf of the press, both general and trade, confirms the close bond between Assopiuma and the world of design, which is the true recipient of the manufacturing and qualitative skills of the companies that are part of the association. Feather and down paddings certified according to the highest quality standards are in fact a strategic asset of Made in Italy production: an indispensable element that distinguishes all brands operating in the high-end segment of this industry.

Together with a constant commitment to research and innovation, the businesses in the association have succeeded in remaining true to their artisanal calling, a solid base later to be enriched by new cutting-edge skills and workmanship and honed largely with the help of increasingly advanced technology to meet the demands of clients’ projects.

Over time, all companies associated to Assopiuma have become equipped with technologies aimed at streamlining manufacturing processes with a constant commitment to research and innovation.

Processes have been developed to optimize the feather calibration and dosage to precision cutting and sewing with extremely tight stitches to avoid the leakage of any feathers or down and shield off any dust or mites. Furthermore, materials and processes have been perfected to reach the right degree of breathability thanks to the use of a fabric with a specifically designed warp and weft structure to guarantee this particular function. The ideal mix of the different components ensures the creation of uniform products, with clearly defined thicknesses and carefully studied finishes, destined for an increasingly demanding market that seeks specialisation and expertise in developing every detail of each project.

Thanks to digitalization, errors and waste can now be significantly reduced, making each stage in the production process more efficient and protecting the planet at the same time.

A quickly evolving industry that expresses itself creatively through made-to-measure production to meet the often highly customized demands of prestigious brands, designers of upholstered furniture, and contracts. 

Assopiuma is taking part in Fuorisalone 2022 with an installation at Circolo Filologico Milanese June 6 to 12. The project is signed by architect Ilaria Marelli. The installation proposes a metaphorical decompression chamber to treat oneself to a moment of suspension from the daily frenzy. “My intent was to create an oasis of comfort in which the lightness and softness of the materials express the values of Assopiuma certified products,” explains Ilaria Marelli, who has been in charge of the Association’s strategic image since 2021. “A welcoming room to dive into a sensory experience and get in touch with the excellence of these productions”.

Assopiuma will be at Milan Fuorisalone with an installation: “Decompression chamber” designed by architect Ilaria Marelli to enhance the values ​​of tailoring, comfort and sustainability.

 

Soft padded walls create a muffled environment where you can be enveloped in a pleasant tranquillity. A few essential elements to visualize the values of tailoring, comfort, and sustainability, made with Assopiuma-certified down and feather cushions and quilts for high quality furnishings. This room, which is dominated by a restful and pure white colour, hosts a tree in the centre to symbolise the naturalness and sustainability of the material, while projected images tell visitors about a 100% made in Italy manufacturing reality of excellence.

In 2022 Assopiuma opens up to social networks, specifically Instagram, Facebook and Linkedin, to spread the association’s key message to consolidate feather padding as high-quality padding, highlighting the values of sustainability, comfort and traceability.

Social media are part of a communication program designed to open up to a constant dialogue with designers, users and upholstery companies, aiming to create a community capable of offering ideas to interior designers and product designers.

Social media are part of a communication program to highlight the values ​​of comfort, sustainability, traceability so to open up to dialogue with designers, users and upholstery companies.

 

Assopiuma recognizes the importance of new communication tools and is committed to a continuous process of updating and disseminating the values ​​upheld since 1981.

Assopiuma is an association created to promote and certify feather and down products according to the highest quality standards. The association incorporates a group of companies that distinguish themselves due to their high quality custom-made manufacturing for the design and fashion industries. 

In addition to a constant commitment to research and innovation, which has made them true forerunners of their industries, these companies also preserve a strong hand-crafted vocation which represents an internationally acknowledged added value.   

A well-balanced combination of traditional know-how and state-of-the-art technology allows them to guarantee valuable, tailor-made, reliable and long-lasting products, with specific attention to sustainability. Well-structured and articulated productions use sophisticated machineries and production plants to create top-of-the-range products that stand out thanks to the choice of noble and natural materials, precision assembly, tailor-made finishes, and a careful choice of details: all this declined according to the specific needs of each customer, in collaboration with designers and architects.

A well-balanced combination of traditional know-how and state-of-the-art technology.

Patented technologies allow Assopiuma’s companies to manufacture custom-made products with the highest precision in the stages of cutting, filling, and the definition of thicknesses, shapes and profiles. Each piece is embellished by hand- and tailor-made processes such as stitching, insertion of webbings, and application of finishes. This leads to endless combinations to satisfy any kind of request.

The long-time commitment of Assopiuma to enhancing and promoting the quality of feather/down paddings is focused on the material’s environmental sustainability. In response to designers’, furniture manufacturers’, and end consumers’ growing demand for products that respect and safeguard the environment, the association has chosen to certify the biodegradability of 100% natural feathers and down by means of strict laboratory tests. Following these tests and a certification of conformity issued by the specialized testing laboratory Hohenstein, Assopiuma has collected scientific data concerning the times and ways of degradation of feathers/down, which is now certified as ‘100% biodegradable’.

The feathers and down that were tested degraded in 5 months. This information is highly relevant since it allows us to calculate the transformation times of the material in composting plants at the end of its life. Feathers and down are turned into nitrogen fertilizer for agriculture and home gardening, thus reintegrating with the biological life cycle without contaminating the soil or groundwater.

Strict laboratory tests certify the biodegradability of 100% natural feathers and down in 5 months.