History of the ARTENOVA products in Luigi's own words.
main idea of ARTENOVA was to let know to a always bigger audience
the wall decoration systems which granted to all the Italian art
cities, and above all to Venice during the years of its greatest
splendor, that aspect which makes them unique in the world.
Therefore, is this vision more difficult to understand compared
to great town planning works which are immediately notices
for their beauty, greatness and architectural genius.
ARTENOVA tries to make people see through its products that Venice and
other extraordinary Italian of Renaissance cities could be less well-finished
and shining without the contribution of the craftsman painters
and of the decorative products of the Italian tradition.
To SAFRA Colors is natural to have a big sensibility on the products
of the decorative Venetian tradition as our company was build
up 41 years ago in this very region of Venice and so we and our
staff have always been breathing the Venetian classic taste.
In a way it has been quite easy to translate in technically suitable
production the products of the Italian tradition.
And so products like the spatuled slaked lime (Calcenova and
Calcenova arredo new), Marmorino and the brushed lime (Calce
Liberty) and Stucco Mantovano from Mantua, have seen the light.
Natural mineral products based on lime, certainly known today
all over the world in the most refined decoration.
From the beginning SAFRA Colors had wanted to reproduce these
products industrially in observance of the traditional classic
formulations with a modern productive process in order to solve
some problems not compatible with the present construction systems.
The traditional mineral finishing's have created a big and solid
image to the ARTENOVA products from SAFRA Colors and the market
for them has been growing in a few years in many European and
extra European countries.
Meanwhile we have received many requests of classic decorative
effects obtained with synthetic materials in order to get more
technical characteristics such as washability to be used in a
bigger spectrum of constructions and types of substrate.
New products came to light with very innovative technical characteristics
and with a nice finishing aspect very similar to old finishing's.