Press release: Niaga® installation at Salone del Mobile is beacon for circular economy.

Experience the infinity of materials – In the center of Isola Design District at this year’s Salone del Mobile, which runs from September 5 until 10, you will find Niaga’s beacon for a circular economy at STECCA 3. The installation, which takes the form of a mirror box, invites visitors to step inside and experience the wonder of infinity. But even more so, the bright orange box is there to remind people how we need to ensure infinity of materials to create a waste-free world, now more than ever.

The mirror box in the making at Studio Rowan Siriram.

Design to use again

Niaga® designs products that can be used again and again, by ensuring infinity of materials so they don’t end up in the trash. Ever. As part of the Cooloo Circular Canopy, many artists and designers have worked to design out waste. Together, they are part of the global movement that’s needed to move towards a circular economy. Join the movement, step into the mirror box and share your infinite self(ie) with #designtouseagain

“Our installation at Stecca 3 invites visitors to take a step towards the infinity of materials and  calls upon all designers to design to use again and again and again” -Sascha Bloemhoff, marketing director Niaga®

Return is key

A recyclable product that isn’t returned won’t be recycled. That’s why enabling return is the cornerstone of a circular economy. Products returned for material reuse are safeguarding the valuable materials inside for future generations. With the scannable Niaga® tag, users can check what’s inside their product and return it when they’re done using it.

Check for yourself

Want to see Niaga®-tagged products that are designed for reuse? Visit Best Wool or Cooloo Circular Canopy which are part of the Dutch Pavilion / Masterly to see fully circular carpet and panels that are already available and for sale. Join the movement, step into the mirror box and share your infinite self(ie) with #designtouseagain

For high resolution pictures of the installation, please contact

The mirror box at Cooloo's Circular Canopy at Stecca 3.0, Isola Design District.



At Niaga®, we are future-proofing everyday products by making sure materials don't have to end up as waste. Ever. Together with our partners, we design out waste, completely. We design to use again. It makes products healthier and fully recyclable. So far, we have developed mattresses, carpet and furniture panels that are healthier and fully recyclable without compromising on performance. By scanning the Niaga® tag, you’ll see exactly what a product is made of and how it can be returned. More product redesigns are underway.  #niagatag
Visit for more information and visual material or contact:

Sascha Bloemhoff, Marketing Director

+31 (0)6 20015064

Cooloo Circular Canopy

Cooloo Circular Canopy is an initiative of Dutch designer Thed Konings in co-creation with Cooloo, a company that develops ecological coating solutions suitable within the circular economy. Together with many partners and designers, they create art and design objects based on sustainability, circularity, and zero-waste. Cooloo Circular Canopy aims to inspire international companies and designers to close the circle around sustainability at the upcoming Salone del Mobile in Milan. Closing the circle by acting circular.

Masterly – the Dutch in Milano

The Dutch Design Pavilion named Masterly is situated at the Palazzo Francesco Turati and is the exclusive domain of Dutch Design at the Salone del Mobile. The Salone del Mobile is the annual international design fair. For more than 50 years this event takes place in Milan. The Salone sets the worldwide bar for exclusive design and high quality products. Masterly is an initiative of Uniquole and is organized in close collaboration with the Dutch Embassy, the consulate-general in Milan and the Milan Chamber of Commerce.

Milan Design Week / Salone del Mobile, 5 - 10 September 2021
Dutch Pavilion / Masterly - the Dutch in Milano
Palazzo Francesco Turati, Via Meravigli 7, Milan


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