Starting this week, the logo of Latin America's largest interior design show will no longer be featured exclusively on magazines and walls of beautiful properties. Manufacturer PPG Renner has launched its Casa Cor line of acrylic paints. A lively group of architects, decorators and interior designers attended the launch on Wednesday, April 8, at the brand's Painting Center in the upscale neighborhood of Cambuí, Campinas (SP). “We conducted market research to understand how architects and consumers perceive paints,” says Rodrigo Schepf, PPG’s National Sales and Marketing Director. “The idea is to create something that inspires people,” he explains. Rodrigo also revealed to Casa.com.br that the company is preparing to launch the Casa Cor Collection, a paint line with around 200 colors. The collection will be curated by Pedro Ariel, architect, journalist and content and relationship director of the Architecture and Design Unit at Abril Mídia. “Pedro is helping to determine five palettes of 21 colors that will be in the catalog,” explains Rodrigo. The promise is to launch the paints in mid-May, in São Paulo.
The product has high-performance characteristics. It eliminates 98% of bacteria, as approved by Anvisa, and has a low odor, which allows the space to be occupied on the same day as painting. Luis César Pardo, a chemist and technical assistant at PPG, calls the product super-premium and guarantees that it is more durable than paints known as premium. “This is due to the higher concentration of resin, a component that protects the pigment,” he explains, without giving the exact percentage. “Over time, cheaper paints begin to fade and calcify.” The process gives the walls that unpleasant film of whitish powder that stains clothes and skin. New-look stores The party also celebrated the reopening of the Campinas Painting Center. The store has a cleaner interior: gone are the shelves full of paint cans and computers with software that simulates colors in the rooms are in place. Now the walls are painted in vibrant tones and serve as a display for the product. The Painting Center in Campinas is 17 years old and sells only PPG Renner products. Its new layout will serve as a model for the 90 stores with a similar proposal spread throughout Brazil. Owner César Suguiuti hopes to meet the new habits of architects and better serve female customers. “Do you know why home centers are the biggest sellers of paint in Brazil?” he asks, referring to data from the Brazilian Paint Manufacturers Association. “Because women go there.” [galeria-abril id='148332' type='slider']
