Novacolor, the Italian decor brand, launches a preview during Salone del Mobile 2023 of the “Texture & More” project in collaboration with Studio Salaris and the preview of the Wallpaper Collection by Arch. Gian Paolo Venier of OTTO Studio. Animating the Milan Design Week was the preview presentation of these two important projects that will tell the story of the Made in Italy decorative art brand’s development in 2023. The two projects succeed in combining Novacolor’s soulful soul and pop character: interpreting the brand’s conceptual and spiritual instinct will be “Texture & More“, a collection of wall textures conceived by Studio Salaris, the creative centre of Milanese design. A sophisticated and refined project that will offer a multidimensional experience of decorative effects created with the most precious Novacolor finishes. A kaleidoscope of visions that communicates with a critical but also poetic eye the most diverse geometries and aesthetic perspectives with originality and uniqueness.
The Novacolor Ambassadors of 2023 have interpreted all the conceptual inspirations of Studio Salaris, offering the international market a concrete proposal that highlights a skilled and valuable workforce. The finalised works will be displayed in the Novacolor Showroom in Brera, through an exhibition of paintings and the application of the Tulip and Ecate texture lines on two of the space’s main walls.
The Novacolor Wallpaper Collection project curated by Arch. Gian Paolo Venier of OTTO Studio, on the other hand, represents a pop proposal of wallpapers that recounts “the freshness and lightness of cotton shirts, worn on the walls of a space”. A project that wants to speak to everyone through a catchy and dynamic language and a friendly combination of colours and patterns. The teaser of the collection, which will be launched in 2023, will be animated through the presence, in the courtyard of the Novacolor space, of a characteristic seaside installation that will transpose the pa-reti design into a glimpse of an old-fashioned Riviera celebrating the eternal love between nostalgia and contemporaneity.
Both concepts will kick off the experiences that from 18 to 23 April will design the Novacolor flagship store in Corso Garibaldi in Brera, the nerve centre of each of the brand’s events, which will be presented in a new version reinterpreted for the occasion by Arch. Barbara Sansonetti.
On Thursday 20 April, during a special event dedicated to the Fuorisalone, also at the Brera Showroom, the two professionals Arch. Alessandra Salaris of Studio Salaris and Arch. Gian Paolo Venier of OTTO Studio, will speak to present the two re-presentations and satisfy the curiosity of the guests present. At the end of the speeches, an exclusive cocktail party will start, celebrating the Soul&Pop dichotomy through the live performance of a musician who will combine this dual emotional soul.
As always, the focus on sustainability will be the common thread running through all content, in order to be conscious protagonists of tomorrow. Each year, more and more Novacolor offers products in line with the current standards of high quality and sustainable production: the central element of this philosophy is Biophilic Design, whose mission is to promote people’s well-being by observing how human beings feel inside a space and investing in making them feel better by integrating natural elements into the architecture. Novacolor continues to choose, produce and offer eco-friendly and VOC-free products, i.e. without dangerous substances that are emitted by building materials with health effects (allergies, asthma, carcinogenic effects).
In addition to the Showroom in Corso Garibaldi, Novacolor will also be the protagonist of the Fuorisalone and the Salone del Mobile in other locations during Design Week:
BOMMA – RHO FIERA MILANO, HALL 13 STAND 211
HORM – RHO FIERA MILANO, HALL 04 STAND H8
INSULA DELLE ROSE – VIA GOITO 3, MILAN
HORM HUB MILANO – VIA A. DIAZ 12, LISSONE (MI)
SANTASOFIA27 – VIA SANTA SOFIA 27, MILAN (MI)
