Assarredo launches “United for Excellence,” a collective project transforming design companies into an Olympic team
2026 will not only be the year of snow and ice but also of widespread creativity. With the arrival of the Winter Olympic and Paralympic Games, the furniture sector is preparing to play its most important match. Design Games is the Assarredo initiative designed to celebrate the intersection of sporting competition and design culture, bringing Italian manufacturing excellence into the global spotlight.
A Distributed Olympic Team
Assarredo—the association representing giants in furniture, kitchens, and bedding systems within FederlegnoArredo—has envisioned a collective narrative. The goal is clear: to present itself to the international public not as individual entities, but as a “distributed Olympic team.”
Through the Design Games project, member companies will be able to outfit their spaces—from Milanese flagship stores to Alpine showrooms—with a coordinated visual identity. Developed by Studio Pupilla, this asset kit includes window decals, digital animations, and display supports that make the contribution of design to national prestige visible to all.
Shared Values: From Method to Beauty
“Sport and design share universal values such as beauty, inclusion, and teamwork,” explains Maria Porro, President of Assarredo. Both worlds require iron discipline: technique, method, and a constant pursuit of perfection.
Design Games is therefore not just a communication campaign, but a manifesto highlighting how every piece of furniture and every sporting achievement are products of the same passion. Participating companies will transform their storefronts into cultural touchpoints, symbolically uniting Italian industry in a collective embrace of the Olympic audience.
Human and Productive Heritage on the Podium
This initiative comes at a historic moment where Made in Italy is called upon to confirm its leadership. Presenting a united front under the aegis of Design Games allows for the storytelling of a unique heritage built on artisanal skills and technological innovation.
With graphic installations visible across the national territory, Assarredo intends to demonstrate that, just as in sports, the true strength of design lies in unity and the plurality of talents that, together, aim for the gold of global excellence.
