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May 26, 2017
By: KERRY PIANOFORTE
Editor, Coatings World
Axalta Coating Systems will present its recently-launched ICONICA collection of Alesta Super Durable architectural powder coatings for metal substrates at Vision 2017, at Olympia, London, on June 6 and 7, 2017. Considered the UK’s premier summit for the built environment, the event will enable visitors to explore Axalta’s stand 156, which includes a specially-commissioned architectural installation featuring the new colors. The manual rotation of the piece reveals the subtleties of ICONICA’s color palette. ICONICA comprises 40 colors across four distinct color ranges – Eden Garden, Energy Manifesto, Arty Fusion and Techno Precious. The coatings are formulated to be environmentally sustainable, highly durable, and weather- and UV-resistant. They are also designed to offer iconic buildings lasting protection and outstanding aesthetics. “We commissioned this architectural installation to showcase the new ICONICA collection in a way that captures the dynamics and energy of architecture in the age of mobility,” said Markus Koenigs, marketing communications manager for Axalta’s powder coatings in Europe, Middle East and Africa. “Our new architectural powder coatings collection was inspired by modern aesthetic concepts and is designed to reflect today’s new architectural understanding of nature and the world we live in.” The ICONICA collection was developed and curated in collaboration with trend forecasting agency, NellyRodiTM, based in Paris, France.
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