After the path dedicated to gratitude which characterised 2021, Novacolor, a brand of San Marco Group, presents We Belong To Nature, the 2022 concept characterised by decorative proposals which enhance and respect the nature which surrounds us, until it becomes the subjective frame through which we look at the world.
Novacolor uses tactile, natural, authentic and ethereal textures to take us towards an evolutionary phase which, looking to the future, brings us back into the lap of Mother Nature: We Belong To Nature. For the five photographs in the campaign, presented at the FuoriSalone in Milan at the brand’s flagship store, some of Novacolor’s products were chosen to best represent the company’s concrete commitment to a sustainable future. CalceCrudaIntonachino (stone effect) is a mineral decorative coating which makes an active contribution to living comfort by significantly reducing the concentration of formaldehyde in the air. This green attitude also belongs to Africa, a decorative coating for interiors based on metallic fillers that allows you to create plays of light and tactile textures with a strong aesthetic impact. Marmorino KS, the Novacolor line which is celebrating its twentieth anniversary, is a lime-based plaster for satin and matt effects. IRONic was selected to represent the campaign because of its unique characteristics: it is a water-dilutable system composed of a primer (IRONic Fondo) and an oxidising topcoat (IRONic Liquido Antichizzante), which produces an oxidation identical to that of an iron surface exposed to natural corrosion by atmospheric agents. The fifth product of great impact is Verderame Wall_Painting, a decorative coating with an oxidised copper effect, for interiors and exteriors.
Novacolor has for years been redesigning its production chain with a new approach based on the Biomass Balance concept, replacing fossil raw materials with biomass from agricultural waste. In addition to obtaining Indoor Air Quality A+ certification, its products were the first in Italy to receive REDcert2 certification, an important certificate awarded to companies which invest significantly in sustainable raw materials.