Italian Decorative Paint
Italian paint isn't a product, it's a craft: the same can in two different hands gives two different walls.
Italian decorative paints — concrete-effect, metallic, velvet (velluto), mineral and pearlescent textures — take their character from trowel and brush movement. That's why every EMC Decor project starts with a real sample: your chosen effect is applied on a 50×70 cm panel in your wall's own light, and signed off. We deliver to the panel you've touched, not to a catalogue photo.
We work with the imported ranges of Novacolor and San Marco, applied as a full system from primer to protective topcoat. On concrete-effect walls, joint lines and texture direction are planned; on metallics, the light source dictates application direction. These details demand mastery — Italian paint is its own specialist discipline within our team.
Application Video
Why EMC Decor
Approval on a real sample panel — not a catalogue page
Concrete-effect, metallic, velvet, mineral and pearlescent options
Full-system integrity from primer to topcoat — imported products
Washable, stain-resistant finish; 12-month application warranty
Process
Effect & Colour Selection
Effect proposals for your room's light, colour charts and application-direction plan.
Duration: 1 day
Sample Panel
The chosen effect applied on a 50×70 cm panel; materials ordered after sign-off.
Duration: 2–3 days
Surface Preparation
Satin-plaster truing, sanding and system primer — this layer is the mirror of the decorative coat.
Duration: 1–2 days
Decorative Application
Effect coats applied by trowel/brush, finished with the protective topcoat.
Duration: 2–4 days
Material & Colour Reference
Colour decisions are made with standard RAL codes and real samples, not screens — the applied colour matches your chosen code exactly.
Realized Work & Process
Real Projects for This Service
Italian paint is priced per m² by effect type; there is no minimum for single-wall applications.
View PricingFrequently Asked Questions
Why does Italian paint cost more than regular paint?
Three reasons: imported material cost, a multi-layer system (primer + 2–3 effect coats + topcoat) and labour time — a decorative coat takes 3–4× longer than flat paint. In return you get a washable, fade-resistant surface that can't be imitated.
Which rooms is it suitable for?
Living-room TV walls, bedroom feature walls, entrance halls and office meeting rooms are most common. For bathrooms and kitchens we use moisture-resistant ranges.
Will it scratch or peel over time?
Finished with its protective topcoat, the surface is washable and impact-resistant; on properly prepared substrate it will not peel. Our application carries a 12-month warranty.
Can it go over existing painted walls?
Yes — after an adhesion check the surface is trued with satin plaster and system-primed; the old paint type is tested at the survey.
Related Services
Italian Plaster
Italian plaster turns a wall into stone: lime-based material gains marble depth through trowel pressure and mastery.
Decorative Plaster
Loft or gallery mood, the concrete look gives a wall character — decorative plaster gives the space an identity.
Painting Services
Paint quality isn't in the can — it's in the preparation: get the sanding, filling and priming right and the final coat is flawless.
Wall Decor & Cladding
One wall is the stage of the room: with texture, light and proportion set right, the wall speaks louder than the furniture.
Let’s Talk About Your Project
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