Milan Design Week 2018 - A New Romance in Colors

New Romance in Colors  is the concept that will be launched by Novacolor during  Milan Design Week 2018 , from the 17th to the 22nd of April.  Romance  is the new protagonist of interior design, after years of obsessive minimalism, rigid geometric volumes and decorations. Nowadays lines are soften, corners are rounded, color is used more wisely to create shades and contaminations. A new influence that aims to build and live houses and spaces like a shelter,  a temple for the soul  where to regenerate and guard the beauty.   To present this new romance made of colors and textures, Novacolor chooses the photo camera of  Gianluca Cisternino  and the styling of  Alessandra Salaris  with their romantic shooting inspired by nature, where the protagonists are Novacolor products that speak about lime, metal and minerals: Metallo_Fuso, CalceCruda and CalceCruda Intonachino, Archi+ Tadelakt and Mirror.  CalceCruda , available also in the thick version  CalceCruda Intonachino , is one of the most appreciated products by Novacolor, also due to its property of “eating” the formaldehyde: the product helps to make healthier the surrounding environment by reducing the concentration of formaldehyde in the air.  Metallo_Fuso  is the latest born in Novacolor range: a decorative coating for interiors that turns surfaces into a real metal. Tadelakt is a precious decorative technique, coming from the ancient tradition of Moroccan artisans. Due to its high resistance to water, throughout the centuries tadelakt was used first to waterproof the tanks, and then to decorate bathrooms, facades, hammam and fountains. Novacolor was inspired by this precious material for the new product  Archi+ Tadelakt:  formulated with hydraulic lime and easy to apply, it permits to create warm and shadowed effects typical of Maghreb architectures. Finally  Mirror,  is Novacolor lime-base polished plaster for interior decoration. Formulated with seasoned aerial lime, selected inerts and rheological modifiers, it guarantees an excellent workability. 

Novacolor presents its 'Mass Balance Approach' products at Milan Design Week

Africa, Patina Minerale and Puro_Titanium & Voc Free represent the eco-sustainable proposal of Novacolor that, following the green path already started years ago, just signed a prestigious partnership with the chemical company BASF.   From 17 to 22 April, at Milan Design Week 2018 , Novacolor will launch the  eco-sustainable paints  that do not affect the environment, while maintaining the same quality standards as ever. This is possible thanks to the new  Mass Balance approach,  a result of the continuous research and innovation of the company. In the formulation of Africa, Patina Minerale and Puro_Titanium & Voc Free, fossil raw materials are replaced with  renewable resources  coming in particular from the exploitation of biomass. Biomasses  have a biological origin: they are generally waste of agricultural activities, which can be modified through various processes, to obtain fuels or directly electric and thermal energy. It is therefore a real revolution in the world of paints which will  change the habits of consumers by choosing environmental-friendly materials, without reducing the final quality.  Novacolor, well-known Italian brand for the decorative effects paint sector and reference point for architects, color designers and decorators, chose to manufacture more sustainable products for the environment and for the human beings, with an extreme focus on ecology and on green approach. At the beginning of 2018, the company decided to move forward with the green approach signing an  agreement with BASF , the largest and most famous chemical company worldwide, with whom Novacolor shares research, innovation and ecological values.  Therefore Novacolor launches into the market the new innovative products:  Africa, Puro_Titanium & Voc Free and Patina Minerale. Africa  is a finish for interior decoration based on gentle metallic effects, creating a changeable and pleasant play of light and reflected colors. Africa allows to obtain velvety color solutions and visual and tactile sensations making the rooms surprisingly comfortable.  Puro_Titanium & Voc Free  is an opaque mineral water-based paint for interiors, based on potassium polysilicate, which is odorless and free from volatile organic compounds (VOC) and Formaldehyde. The product permits to reduce the "carbon footprint", indicating in CO2 equivalent the total of greenhouse gas emissions directly or indirectly associated with a product, an organization or a service.  This is possible thanks to the use of a special organic binder derived from biomass, measured by the "mass balance approach" process. Its formulation makes it suitable for application on any type of masonry support and synthetic paints. High breathability and alkaline nature help to preserve surfaces from mold formation. Antiche Patine - Patina Minerale  is a new product, a mineral color wash based on silicates for indoor and outdoor glazing. Customers have the possibility to protect and decorate their walls while using a completely mineral product.  Novacolor invests on three new products and become the engine of a new journey within the green world associated to the paint segment, with the final goal to contribute to an important change in our society.