Materia Viva arrives at Design Shanghai 2024

The new line of textured plasters, symbolizing the Italian and Mediterranean architectural heritage, energizes the most prestigious annual design event in Asia, fostering a sustainable revolution that creates environments in harmony with nature.

Design Shanghai is one of the most prestigious international design events worldwide, as well as the leading sector event in the Asian territory. A beacon for creativity in China, where brands and professionals can share the pinnacle of results achieved in terms of research and innovation. Design Shanghai, in June 2024, returned to animate the Shanghai World Expo Exhibition & Convention Center in an edition divided into four pavilions, aiming to explore the collaborative synergy between varied and complementary design philosophies.

In this stimulating scenario, Novacolor had the opportunity to share a design approach that makes tradition a form of progress. 
It is about circular design, a philosophy that aims to introduce products that minimize waste and maximize resource reuse contributing to building an atmosphere in harmony with nature, evoking a sense of well-being and awareness.



Along with raising awareness on environmental issues, there is also a desire to transform the perception that individuals have of the items surrounding them: the more these items are imbued with time, memories, and experiences, the more they will acquire significant weight in each person's personal ecosystem.



Symbolizing this approach during Design Shanghai was MATERIA VIVA, the brand new line of lime-based textured plasters enriched with natural raw materials. A product that demonstrates how innovation, when it comes to decorative art, is closely linked to the concept of preservation of tradition. Materia Viva is the finest expression of the Italian and Mediterranean architectural heritage.



Another protagonist that captured the attention of the guests was Archi+ Argilla, a mineral plaster with a 100% sustainable approach. It is a powder-based mineral wall coating for interiors, symbolizing green innovation thanks to a formulation characterized by a mix of lime and natural clay.

Thanks to this innovative approach, Novacolor was the first company in Italy to obtain the REDcert2 certification for decorative effect finishes, an important certificate awarded to companies that significantly invest in sustainable raw materials. Archi+ Argilla is also certified Eurofins Indoor Air Comfort Gold, a certification that demonstrates the eco-compatibility of the products and the absence of VOCs in their composition, thus the absence of harmful substances emitted by building materials affecting health.

Design plays a key role in the transition from a linear to a circular economy: Novacolor's presence at Design Shanghai 2024 promoted the meeting of past and future to satisfy a timeless and barrier-free need for well-being.