Open Mint, Endless Kurkum, Wild Rosemary, Boho Cinnamon, York Lavender, Jazz Juniper are the six chromatic and stylistic moodboards with which Novacolor wanted to provide its own way back to forgotten emotions.
How does one evoke a memory? It arrives unexpectedly through a smell, a familiar sound or the perception of a caress given, and digs its way into memory. Memories, crystallised and seemingly inaccessible, are thus revealed in their immense power. Colour in this process can be a true gateway through which to recall a forgotten emotion, transforming it into a new possibility. Contact with a particular shade brings to mind sensations we thought we had forgotten. Novacolor for 2024 wants to treat the concept of ‘trend’ not as a new element outlining a new path to follow, but as something that has always been inside us waiting to be brought back to light and coated with a new experience.
The Novacolor Color Trends 2024 are the result of the collaboration of Designer and Architect Gian Paolo Venier of OTTO Studio with the creative direction of the Freedot agency and are decoded into six color palettes inspired by the eclectic properties of spices.
“The selected colours are the result of six associations based on the dialogue between four hues in a single theme. Each individual colour is made up of four nuances to remind us that a hue is never flat, but is the result of a sum of vibrations. If we looked closely at the nuances, we could read a colour composed of the four elements, but if we lingered further, we could discover many more. And then it would again be a journey, again a discovery, again an evolving point” says the OTTO Studio designer.
Anna Bertaccini, Brand Marketing Manager of Novacolor, also intervened: “Novacolor color is eclectic and versatile, it reinvents itself without ever losing its identity. The highly textured textures with their enveloping perceptive sensorial qualities that define the stylistic signature of our brand, reawaken the possibility of conceiving Color Trends as a decisive element in the interpretation of a style that is never the same“.
The common denominator of every facet of Novacolor’s decoration proposals, both when it comes to flat paint and textures, remains the great attention to sustainability. Almost all of the San Marco Group brand’s products offer a formulation with low emission of volatile compounds during application, with no added formaldehyde or plasticisers, and the substitution of biomass for fossil raw materials thanks to the REDcert² certified Biomass Balance approach. In particular, MATmotion Supreme, MATmotion Extra, Puro_VOC free, the powder coatings of the Archi+ range, the lime finishes of the Minerals line and the Novacolor primers, have also obtained Eurofins Indoor Air Comfort Gold certification, the best guarantee that the products meet the low VOC emission requirements demanded by the market, making them excellent for guaranteeing indoor air quality.
