Beyond Training: Novacolor leads the evolution of the Italian Model in decorative art

Novacolor, an outstanding brand of San Marco Group specialized in decorative finishes, reaffirms its commitment to training as a strategic lever for innovation and the global dissemination of Italian decorative culture.

A key element of this vision is the new Training Hub inaugurated at the San Marco Group headquarters in Marcon (VE): a cutting-edge 1,100 m² center, equipped with six spaces dedicated to theory and practice, including four application rooms and two theoretical classrooms, plus an auditorium and a networking area. As the nerve center of the SMG District—the color district set to become a European benchmark by 2030—the Training Hub stands out as a true engine of skills, innovation, and collaboration, fostering dynamic exchanges and forward-thinking projects.



Within this context lies the Novacolor Ambassador project: a network of international master decorators, ambassadors of Made in Italy and true contemporary interpreters of the decorative arts. In addition to representing the brand worldwide, these professionals play an active role within the Training Hub, conducting advanced training courses to pass on know-how, application techniques, and aesthetic sensitivity to new generations of decorators.

«The Ambassadors are our most authentic soul,” emphasizes Roberta Vecci, Group Contract & Marketing Director San Marco Group, “as they preserve and transmit the value of Italian craftsmanship, inspiring a new generation of artisans and helping to strengthen Novacolor’s identity on a global scale.»

A concrete example of this integrated vision is the Novacolor Ambassador Bootcamp 2025, held from May 28 to 30 at the San Marco Group headquarters. This formative and experiential event brought together some of the top decorators from the Novacolor Ambassador community to face technical and creative challenges—including teamwork and mystery boxes—in a dynamic setting designed to push them out of their comfort zones. The result was a high-level exchange fostering collaboration, adaptability, and precision, mirroring the real dynamics of construction sites, clients, and product development.



One of the most significant elements of the experience was the involvement of Architect Gian Paolo Venier, who made a valuable contribution by fostering authentic dialogue between artisans and design professionals. His role was central in helping participants find a common language, facilitating mutual understanding of needs, approaches, and visions, and promoting concrete integration between different yet complementary worlds.



The initiative served as a strategic workshop for dialogue and co-design, generating original content and application insights that will be part of the future Bootcamp Collection 2025. At the same time, it offered a privileged observatory to gather qualified feedback to guide the evolution of the Novacolor range, in line with professional needs and international trends.
«The Bootcamp is a creative gym where each Ambassador brings their expertise to serve a collective intelligence,” states Anna Bertaccini, Brand Marketing Manager Novacolor, “It is through this ongoing exchange that new inspirations and new design languages are born.»



Within the new Training Hub of San Marco Group, the Ambassadors help to build high-level training pathways, integrating theory and practice with an experiential approach based on the exchange of cultures and decorative styles. Their contribution enriches an educational platform designed to foster innovation and transfer skills to a new generation of color professionals.



«To train is to invest in the future,” emphasizes Pietro Geremia, President of San Marco Group, “and for a leading company, it is a duty to promote a culture of color that is beautiful, shared, and sustainable.»