Product is space, space is product. With this mantra, the studio Lico Design has created Between Worlds by Lico, the new showroom of Novacolor in Huizhou City, China. The project makes a clean break with the traditional ways of displaying products on shelves, revealing a brand experience store where visual and spatial perceptions seem to merge. The space, organized thanks to the local partner Bardese, is based on reciprocal exploration and dialogue between apparently distant worlds: painting and architecture, lines and curves, universe and human being, inside and outside, virtual and real, individual and total, brand and client.
An atmosphere that interprets the brand, bringing out the strong points of the products utilized: technical innovation, respect for the environment, and quality. The Novacolor protagonists are Marmorino KS, used for the internal and external walls, the lime-based plaster for smoothing and finishing with a satin effect, creating a cloudy pattern in soft, vibrant colors; IRONic, a decorative product for indoor and outdoor use, to give the entrance wall of the showroom a rust-effect cladding of great aesthetic impact; Wall2Floor for the floors, a multilayered system for the creation of continuous surfaces.
On the upper level of the store, a wall is set aside for the display of the 112 colorings of MATmotion, the line of professional enamel and water-based paints with ultra-matte or eggshell finish, free of formaldehyde or added plasticizers, with low emission of volatile organic compounds. Novacolor has always paid close attention to environmental protection: for this reason, it has made an effort to eliminate or reduce the use of harmful substances and toxic solvents, directly from the phase of study and design of new materials.
