Daydreaming, Novacolor's 2023 concept

Turning an idea into reality is about perceiving one's desires by recognizing them as possible.
By observing ourselves mindfully, we can desire without limits, aware of our strengths and courage. It is a journey toward reconnection that leads us to clearly visualize the goals we had hitherto believed impossible to reach. By going into great depth, we once again begin to open out to the world, now, at this time when we unleash colours kept hidden for too long.
Novacolor's DAYDREAMING, UNLOCK YOURSELF concept recounts the new chapter in a story of introspection and ambition. Our dreams are ready to become possible, here and now.
We close our eyes to look again.

For Novacolor, this dual moment of awareness and determination translates into an uncompromising proposal of wall design.
Daring means aspiring to great goals, aiming to enact projects as extraordinary as they are possible, as original as they are concrete. Textural walls that have always furnished everyone's imagination and desires, but which finally succeed in finding a comfortable and reliable transposition into everyday life.
The combination of ideas, intuition, knowledge of the market and macro trends, matched with the development of new materials, have made Novacolor - with its textures and colour story - a gateway to the dream come true. A symbol of this path is Daydreaming (MM274), the purple colour of the year 2023 of the MATmotion Color Trends line, which is released in intense and deep nuances spreading all theenergy associated with perception, wisdom, andintuition.
MATmotion's Colour Trends 2023 celebrate the brand's commitment to affordable, democratic sustainability: in addition to having a Biomass Balance approach (they use binders that come from agricultural waste) evidenced by its REDcert² certification, MATmotion products have also obtained Eurofins Indoor Air Comfort Gold certification, the best guarantee towards the low VOC emission requirements demanded by the market, making them excellent for guaranteeing the quality of the interior air and thus contributing effectively to the well-being of those living spaces.

Following the path of the conceptual clarity coming from feeling a part to nature (We Belong To Nature, 2022), Novacolor continues to espouse a sustainable concept, elevating it to a level of strength, courage and positivity.
The 2023 campaign "Daydreaming, Unlock Yourself" developed with the creative input of the agency Freedot, is expressed through the production of six shots curated by photographer Gianluca Cisternino, with styling by Studio Salaris, and the creation of an inspirational video directed by Andrea Roberto Botta. These productions offer a timely and emblematic portrait of the decorative finishing proposals that characterize Novacolor's today. The underlying thread interpreted by the use of mirrors, light and Daydreaming colour, tells of textures that are material, and daring, yet also ethereal. The concreteness of the material in perfect harmony with the lightness of desire and the intention it expresses.

R-Stone, a decorative finish with a stone effect and aged patina, is called upon to celebrate Daydreaming in a shot that enhances the pleasing colour effects and soft plays of light given by the application of this product, revealing an unashamed modernity. R-Stone thus guides the transition from the study and perception of a decorative ambition to its actual realisation in a real, new, possible space.

CalceCruda and CalceCruda Intonachino, decorative microporous mineral coatings, based on lime and clay, with a strong organic character, hint at the possibility of recreating comfortable, high-value environments and bring lime - a historical material recounted over the last millennium - back to a highly modern status. Limewash, synonymous with 'sustainable architecture and design' but also with great creativity and flair.

Verderame_Wall Painting is a decorative coating with an oxidized copper effect. It creates an oxidisation that is identical to that of a copper surface exposed to natural weathering corrosion, adding originality and elegance.



Archi+ Concrete, is a powdered limewash plaster, revived in a totally new industrial guise, which is made vibrant by using the colour Daydreaming to recall the organic nature of concrete and its personality.

Marmorino KS lime putty and CalceCruda textured marble, enhanced by the inclusion of the pearlescent-finish Dune Gold, blend perfectly in a design of elegant refinement, taking us into interiors with a 'restrained' taste characterized by a whispered luxury.

Last but not least, the combination of CalceCruda Intonachino and Era a Pennelo limewash paint, gives a highly contemporary material stone effect, characterized by 3D effects that can reproduce significant volumes that also 'physically' bring nature back into our homes.

Daydreaming speaks of an interior design that once again strives for the highest form of beauty and authenticity, with no limits to the objective. We aim for originality without losing sight of practicality.
We achieve our desires by dreaming of them with open eyes.