Novacolor colors all the shades of Milan Design Week 2021

During Milan Design Week 2021, Novacolor, the Italian brand specialized in the production of decorative wall and floor finishes, launched “Be Grateful to Mother Earth” WallPaper Collection, its first collection of wallpapers, signed by the Architect and Interior Designer Barbara Sansonetti, and inspired by the morphology of our planet seen from above, for a journey to discover different landscapes and cultures. Seven geographical areas around the world have inspired the satellite geometries represented in the seven lines of the collection, which Novacolor offers in combination with its decorative products and flat paints: Karaba, Delhi, Fields, Barcelona, Huelva, Kansas, Nets. All the patterns are presented in every detail with a dedicated tool: the Sample Book available in the standard and mini versions, to meet every need of our customers and partners.  It is a journey that, from the most emotional storytelling, gradually accompanies the reader to discover the colors, shapes and materials of the collection, combined with the proposals of decorative finishes by Novacolor.

 
 
On September the 8th, during the official opening of the showroom in Corso Garibaldi 91, in Brera District, industry professionals, journalists and ambassadors of the brand gathered for an exclusive party to celebrate, on the one hand, the new wallpapers (collection also on display, through the Karaba and Delhi lines, in the Santa Sofia 27 Showroom in Milan) and on the other, the presentation of the “Mass Pressure” Chair by Horm, designed by the award-winning designer Dror Benshetrit.  The design armchair is nothing more than the result of a complex surface treatment to make the foam rubber paintable with oxidized liquid copper.  Novacolor has specifically thought of a special “elastomeric base” applied directly to the foam, which preserves its softness while creating a compact and homogeneous base for the decoration made with a paint composed of a customized copper color of Zeus and Verderame_Wall Painting Liquido Antichizzante. “Mass Pressure” was previously launched during the event held at the Sala Sironi of the Palazzo dell’Informazione in Milan, where the partner Neven has amplified, through its advanced technologies, the emotional impact of the product.

 

 
 
There was also great acclaim for “Vietato l’Ingresso” (Do Not Enter), the event organized by Arcimboldi Theatre in Milan, which saw some of the most important design studios of the Italian scene, renovating, decorating and reinterpreting the dressing rooms of the historic Milanese Theatre.  Seven of them chose some of the most popular Novacolor products for the walls and floors of the dressing rooms:  Paolo Volpato and Caterina Steiner (Dressing room 5 with Wall2Floor), Park Associati (Dressing room 2 with MATmotion, Archi+Tadelakt, Metallo_Fuso), Studio Cagnato (Dressing room 15 with Wall2Floor, MATmotion), Arch.  Enrico Scaramellini (Dressing room 7 with MATmotion Supreme Matt), DAP Studio (Dressing room 16 with MATmotion Supreme Matt), Studio WOK (Dressing room 11 with MATmotion Supreme Matt), Carlotta Capobianco of Studio Karlandrae (Corridors with MATmotion Velvet).  The products were applied by the Novacolor Ambassador Davide Palma, who also decorated the entrance wall of the Theatre with Archi+ Pietra Intonaco with CalceCruda and Metallo_Fuso.

 

 

 Last but not least, Novacolor took part in the design project “Future Habit(at)” of the Archiproducts space in via Tortona 31 in Milan.  Here, the Ambassador Davide Palma has decorated 6 of the rooms with Archi+ Pietra, Archi+ Tadelakt and MATmotion Supreme Matt.  In a post-pandemic world, where the border between home and work space is dissolving, interior design has defined the “new normal” for building the living of the future.