In the world of contemporary interior design, color is playing an increasingly central role—not merely as an aesthetic choice, but as a genuine design tool. This is the vision behind PaintUp, a project conceived by Isabella Giunto, which offers an approach to color not as a final finish, but as a structural component of the space.
Today, PaintUp is a curatorial initiative dedicated to color research applied to living spaces. The collection features a palette of over 70 shades, developed using lime-based paints, textured finishes, and surfaces designed to interact with light, architecture, and natural materials.
At the core of the work lies a careful investigation into the perceptual qualities of color: each shade is designed to alter the perception of spaces, helping to define their depth, rhythm, and atmosphere. In this sense, color becomes a tool capable of complementing or highlighting material elements, creating visual and sensory balance.
Particular emphasis is placed on lime paints and textured finishes, considered not merely coatings but active surfaces. Textures, opacity, and variations in light contribute to shaping the identity of spaces, introducing a tactile dimension as well as a visual one.
In addition to its product line, PaintUp offers color consulting services for residential and commercial spaces, collaborating with architects and clients to develop solutions that harmonize with their surroundings. The analysis takes into account factors such as natural light, existing materials, and the functions of the spaces, with the aim of ensuring an overall balance.
The projects completed, particularly in Milan—where the brand also has a showroom—and in other Italian cities, demonstrate an approach that combines aesthetic sensitivity with design rigor. In these projects, color helps define volumes, create continuity between spaces, or highlight functional pathways.
In addition to its design work, PaintUp promotes a broader reflection on color culture through workshops and opportunities for discussion, prioritizing communication focused on materials and the timeline of mindful design.
In this context, color emerges as one of the primary tools for interpreting and constructing contemporary living spaces.
