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April 4, 2017
By: Catherine Diamon
Axalta Coating Systems has introduced a collection of colors for its Alesta® Super Durable powder coatings. ICONICA contains 40 colors across four distinctive color palettes – Eden Garden, Energy Manifesto, Arty Fusion and Techno Precious – that are designed to protect and enhance iconic buildings around the world. Axalta has synchronized the ICONICA launch with the 56th annual Salone Internazionale del Mobile, the world’s leading furnishing fair, in Milan, Italy, that runs from April 4 to 9, 2017. The company commissioned Meiré und Meiré Design Department from Cologne, Germany, to create an ICONICA architectural installation that celebrates the fusion of design, quality and innovation. It will be exhibited during the event, outside the Salone, in the Palazzo Litta Clock Courtyard where the ever-changing natural light and the manual rotation of the piece will reveal the subtleties of the collection’s color palette. Markus Koenigs, Marketing Communications Manager for Axalta’s powder coatings in Europe, Middle East and Africa, says, “Our ICONICA architectural installation displays the entire Collection’s colors, which have been inspired by new aesthetic concepts that include global issues, technology, the digital revolution and augmented reality. They address the new architectural understanding for nature and humanity while maintaining the environmentally-sustainable, super durable attributes our customers expect from Alesta powder coatings.” The piece captures the dynamics and energy of architecture in the age of mobility. Visitors to the Palazzo Litta are encouraged to interact and to explore the installation’s array of 40 colors under the constantly changing light conditions. The selection of 40 UV and weather resistant colors were developed and curated in collaboration with trend forecasting agency NellyRodiTM, based in Paris, France. In addition to the ICONICA architectural installation, a group of European designers are showing their latest furniture trends, which are painted with Alesta Super Durable powder coatings.
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