Novacolor opens the doors of its largest global Showroom in China

09 June, 2025

Blog

Novacolor strengthens its global presence with the opening of its largest showroom in the world, over 700 m² in the productive and creative heart of Dongguan, in Guangdong province. A project that represents much more than an exhibition space: it is the culmination of a growth path that combines brand identity, conscious design, and international vision.

Set within a rapidly evolving urban context, the new space consistently expresses the Novacolor spirit. The architectural intervention goes beyond the mere display of surfaces: it becomes a three-dimensional narrative of the "Novacolor lifestyle", made of elegance, sustainability, innovation, and aesthetic research.

The project takes shape from a clear concept, designed to tell the story of Novacolor’s identity and versatility through a dynamic and engaging exhibition journey. The walls are transformed into scenes capable of interpreting different styles, giving each environment a precise identity. Each finish thus becomes the voice of a unique design language, capable of adapting coherently to visions ranging from minimal to textural, from industrial to the most sophisticated decorative styles.

Among the protagonists of the materials, Archi+ Argilla stands out for its tactile and natural qualities, the refinement of Archi+ Tadelakt, the bold elegance of Archi+ Pietra Intonaco and Archi+ Concrete. These are accompanied by the industrial effect of Concrete by Novacolor, the vivid oxidation of Ironic, the metallic brilliance of Zeus, and the sophisticated decorativeness of Marmur Fine, Celestia_Wall Painting, and Era a Pennello. The continuous system Wall2Floor accompanies and harmonizes volumes and surfaces, narrating matter in motion. Each material has been selected and applied to express the brand's highest technical and creative potential.

The Dongguan Showroom is part of Novacolor's global expansion plan, supported by a constantly growing network of international distributors and partners. More than just an exhibition space, it is an experiential marketing tool designed to immediately convey the brand's values: elegant design, chromatic richness, material innovation, and focus on sustainability.

This flagship is the most powerful synthesis of Novacolor’s vision: a place where brand strength, material quality, and human experience blend into an iconic architecture. It is not merely a style exercise, but a design manifesto addressed to those who imagine and build the spaces of the future. Here, identity becomes experience, matter becomes language, and design finds its new direction. This is not about following trends: it is about creating them.