We Belong To Nature, the 2022 Novacolor Concept

Inner strength, courage, ability to face one's fears. We are children of a history that has taught us to become skilled predators of a freedom that allows us to feel protected in a familiar and ancestral nature. As if we were a wolf, whose survival instinct coincides with the primordial return to the one from which it all started, we smell the night in search of prey but always return to our refuge in search of peace and comfort. We Belong To Nature.

Novacolor welcomes this impetuous and instinctive nature and transforms it into We Belong To Nature, the 2022 concept declined in decorative proposals that enhance and respect the nature that surrounds us, until it becomes the subjective frame through which to look at the world.

After the path dedicated to gratitude, a symbol of serene awareness, personified with an ethereal but dominant light, capable of enhancing living and socializing spaces, Novacolor takes us towards an evolutionary phase which, looking to the future, brings us back to the womb of Mother Nature. Natural, authentic and ethereal textures represent this ambition and make it concrete.

For the five photographs of the We Belong to Nature campaign, some of Novacolor's products were chosen, which represent the concrete commitment that the company has undertaken for a sustainable future for years. CalceCruda Intonachino (stone effect), decorative mineral coating with a strong natural connotation that actively contributes to living comfort and capable of significantly reducing the concentration of formaldehyde possibly present in the air. This last green feature also belongs to Africa, a decorative coating for interiors based on metallic charges that allows you to create plays of light and tactile textures with a strong aesthetic impact. Marmorino KS, which turns twenty this year, will be the protagonist of a celebratory online campaign. This slaked lime-based product for smoothing and satin effect finishes, is composed of hydrated lime, selected marble sands and rheological modifiers to ensure excellent workability. IRONic, returns to the scene with its unique features. A water-based system consisting of a base coat (IRONic Fondo) and an oxidizing finish (IRONic Liquido Antichizzante), which produces an oxidation that is completely identical to what can be detected on a ferrous surface exposed to natural corrosion by atmospheric agents. Alongside IRONic, another high-impact product: Verderame Wall_Painting, a decorative coating with an oxidized copper effect, for interiors and exteriors, produces an oxidation that is also identical to that of a copper surface exposed to natural corrosion by atmospheric agents.

Novacolor, a brand of the San Marco Group, invests in innovation and research by proposing decorative finishes capable of creating new market trends. A total commitment that has been channeled into producing products for walls and floors with a 100% sustainable approach able to meet the needs of professionals, master decorators and individuals, protecting, through the progressive reduction of the carbon footprint and the use of binders with low environmental impact, the health of present and future generations. For years, Novacolor has been redesigning the production chain with a new approach based on the concept of “Biomass Balance” by replacing fossil raw materials with biomass from agricultural waste. Its products, in addition to having obtained the Indoor Air Quality A+, were the first in Italy to receive the REDcert2 certification, an important certificate awarded to companies that invest significantly in sustainable raw materials. Also recent is the acquisition by the MATmotion line and Puro_titanium & VOC free of the Eurofins Indoor Air Comfort Gold certification which combines all the European regulations and almost all the optional labels on VOC emissions, including not only testing and screening for thousands of chemicals but also a program aimed at ensuring that not only a specific sample is tested: all production batches are monitored over time and production processes are periodically inspected. This guarantees the maintenance over time of the certification, which was subsequently also obtained by Puro_titanium & VOC free water-based paint. A safe and reliable proposal that meets LEED, BREEAM, International, BREEAM NOR, DGNB, Well Building and Italian CAM Edilizia requirements.


We Belong to Nature is the natural consequence of all the results achieved and those that will still be achieved.