A commissioned architectural installation marks the launch
BASEL, Switzerland--(BUSINESS WIRE)--
Axalta Coating Systems (NYSE: AXTA), a leading global supplier of liquid
and powder coatings, 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.
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New Alesta Super Durable powder color collection, ICONICA, launched in Milan with commissioned architectural installation (Photo: Axalta)
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.
For more information on Axalta’s powder coatings, please visit www.powder.axaltacs.com.
About Axalta Coating Systems
Axalta is a leading global company focused solely on coatings and
providing customers with innovative, colorful, beautiful and sustainable
solutions. From light OEM vehicles, commercial vehicles and refinish
applications to electric motors, buildings and pipelines, our coatings
are designed to prevent corrosion, increase productivity and enable the
materials we coat to last longer. With more than 150 years of experience
in the coatings industry, the approximately 13,000 people of Axalta
continue to find ways to serve our more than 100,000 customers in 130
countries better every day with the finest coatings, application systems
and technology. For more information visit axalta.com
and follow us @Axalta on Twitter
and on LinkedIn.
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Source: Axalta Coating Systems