Novacolor opens a new "social" showroom in Milan

Surfaces Novacolor
Project Novacolor Showroom Milan
Year 2020
Location Milan, Italy
Typology Showroom
Materials Textured effects and polished plasters for interiors
Collection CalceCruda, Verderame_Wall Painting, MATmotion, Archi+ Pietra, Wall2Floor
Photo Novacolor/Matteo Cavalleri

In the street Corso Garibaldi 91, in the heart of Brera district in Milan, Novacolor boutique company opens a space completely dedicated to color and decorative effects.

Thanks to the participation, during the 2019 edition of the Fuorisalone, in the DOS project, Design Open' Spaces - realized by Re.rurban and Emilio Lonardo studios in collaboration with the Municipality of Milan and with the patronage of Politecnico di Milano Design school - Novacolor had the chance to renovate a forgotten and disused urban space owned by the Municipality of Milan.

This space – decorated by Novacolor with the warm earth colors of CalceCrudaVerderame_Wall PaintingMATmotionArchi+ Pietra and, for the floors, Wall2Floor – has now been officially awarded to Novacolor by the Municipality of Milan, thanks to a training project for the weakest groups, which represents the concrete commitment the company is putting into the social sphere.

Novacolor will not only renew the space, which has been inactive for a year now after the Fuorisalone experience, but will also return it to the city in the new guise of social showroom, where it will start a training project through which the best decorators and color experts of Novacolor will make available their professionalism to teach a new trade to categories in difficulty, dramatically increasing after the economic and social consequences of the ongoing pandemic.

Novacolor has been active for years in the training and growth of professionals, organizing courses on site or at customers and distributors place all over the world. The aim is to go deep in the application techniques and to share professional experiences.

The company also supports various projects dedicated to young people and art, such as the Urban Art Contest in favor of abandoned areas in some urban centers such as Faenza and Palermo. 

With a view to being able to do more and better for the community, with this new project Novacolor wants to be even closer to those social categories in difficulty and in search of a new chance for a better future with  the opportunity for a new job and a personal rebirth.

The training course that Novacolor wants to implement is aimed at people of both sexes who in the future can find a permanent job in the painter or decorator profession or a second job to have an extra income or the possibility of a "one-off" income.

The project foresees a step-by-step path aimed at the growth of professional skills in order to be able to fill ever better roles or professional categories in the future.

Step 1 - painter: basic training for whitewashing the walls

Step 2 - basic decorator: basic training for wall decoration, basics of social media marketing for customer research

Step 3a - advanced decorator: advanced training for wall decoration, notions of social media marketing for customer research.

Step 3b - continuous floor systems applicator: advanced training for the installation and decoration of continuous floor systems, notions of social media marketing for customer research

Step 4 - Novacolor Ambassador: the decorator who stands out for stylistic skills, innovation and inventiveness in the application of Novacolor products, who is a promoter and disseminator of the Novacolor philosophy can become a Novacolor Ambassador. The title conferred allows the decorator to recognize his professional growth path and a series of meetings, aimed at exchanging experiences, with the other Novacolor Ambassadors.

Step 5 - Company collaborator: Novacolor is constantly growing and therefore there is often the need to forge collaborations with decorators for the execution of the work required by the company or to evaluate full-time inclusion in the Novacolor team.

The project developed by Novacolor is a concrete example of how private companies can collaborate with institutions and create real training and work opportunities in favor of a more inclusive and just society.