The main feature of WonderWorld's decorative narrative is thus its textural aspect, which, for Novacolor, has never been just the result of an aesthetic need but also the answer to the desire to harmonize decorative art with safeguarding our planet.

Products such as the new mineral powder coating Materia Viva (which will officially début at the Milan Design Week 2024), are key to pursuing a narrative whereby nature plays a lead-ing role. 

Indeed, almost all of the San Marco Group's trademark decorative products are characterized by formulations with low volatile compounds during application, no formaldehyde or added plasticisers, and the replacement of fossil raw materials with bio-mass thanks to the REDcert² certified Biomass Balance approach. In particular MAT-motion Supreme, MATmotion Extra, Puro_VOC free, the powder coatings of the Archi+ range, the lime finishes of the Minerals range, and the Novacolor primers, have also obtained Eurofins Indoor Air Comfort Gold certification – the best guarantee that the products meet the low VOC emission requirements of the market, making them outstanding for ensuring indoor air quality.

Through the concept campaigns of each year, Novacolor communicates how our continuous commitment to transforming product production sets us apart. The use of raw materials from biomass derived from agricultural waste, the study of sustainable products and, at the same, time providing functional solutions to a new concept of living, linked to well-being and awareness, without ever renouncing aesthetics, are constant guidelines for the brand.

Targeted investments in development, research and technology, detailed analysis, courageous choices and company solidity have allowed us to make a great contribution to the decorative finishes market by offering solutions with high added value, thanks to the use of high-quality and organic raw materials for the production of finishes with low environmental impact.
The enhancement of surfaces as works of art, creativity in the development of new products and a range of colours always in step with the latest market trends; checks carried out at every production stage, care in processing, and company organisation subject to precise protocols, guarantee UNI EN ISO 9001:2008 Certified Quality and make our R&D department the main driver of creation and innovation in Novacolor products.

"We bring all our enthusiasm and expertise to bear in developing successful projects with our customers in the global design and architecture sector. Each day, we strive to do better with new decorative effects, better-performing innovative products, more respect for the planet and people, more practical solutions, and a broader worldwide service. Seeing our customers satisfied motivates us to do our best, always!"
- Roberta Vecci, International Marketing Group Director

The combination of ideas, insights, in-depth feasibility studies and new-product development make the Novacolor brand acknowledged worldwide as a benchmark company for the best international architecture and design firms.

Novacolor operates in Italy through a network of over 100 specialist retailers. Abroad, we are active in more than 70 countries, and have partnerships with leading manufacturers, architectural firms involved in the contract segment, importers and retailers specializing in decoration and interior design.

Novacolor was established in 1982 in Forlì, in the heart of one of Italy's most productive areas. In 2009 Novacolor becomes part of the San Marco Group, the leading company in Italy in the manufacture of painting systems for the building industry, becoming the group's "top brand" in the high quality decorative finishes sector. Through this acquisition, both companies benefit in terms of know-how and reputation, both nationally and internationally.
In January 2021, Novacolor closes its legal identity and completes its merger by incorporation within San Marco Group SpA, thus further strengthening its position and benefiting from the Group's strengths: R&D, the purchase of innovative raw materials, and the industrial and logistics platforms. 

Vision, creativity and meticulous care in selecting high-quality materials have enabled Novacolor to offer architects and designers a full range of interior and exterior decorative finishes, as well as mineral and synthetic coatings ideal for modern façades and historic buildings. Novacolor has also become specialized in making continuous wall and floor systems for indoor and outdoor use, and high-quality matt, gloss and satin paints.

Novacolor is the colours of Architecture.