Firenzecolor is now Novacolor USA
Welcome to the new chapter of Firenzecolor, now officially the American subsidiary of Novacolor, the Italian brand renowned worldwide for its decorative finishes. As part of San Marco Group, a fourth-generation Italian manufacturer with over 80 years of expertise in paints, lime plasters, and specialty coatings, we are proud to bring the full Novacolor experience to North America.
Since our founding in May 1996, Firenzecolor has championed sustainable, high-performance wall and floor solutions inspired by European craftsmanship. What began as a pioneering effort to introduce exclusive Italian finishes to the U.S. market has evolved into a thriving enterprise serving architects, designers, and applicators across the United States, Canada, and the Caribbean.
In 2006, we opened our flagship showroom in Long Island City, New York, marking a bold milestone in our journey. Overcoming economic uncertainty, we steadily grew—fuelled by our passion for creativity, materials of excellence, and technical precision.
A Stronger Identity. A Global Vision.
As Novacolor USA, we now represent one of the world’s most innovative decorative surface brands, with direct access to the full Novacolor portfolio—developed, tested, and perfected in Italy under the San Marco Group’s commitment to design, quality, and sustainability.
Our expanded offering includes:
- Lime-based organic plasters (including Italian Grassello, Florenzia and Marmorino)
- Resin and microcement floors for seamless, elegant environments
- Metallic and oxidized finishes for expressive, contemporary surfaces
- High-performance exterior solutions that balance aesthetics and durability
All our products embody the values of eco-conscious innovation, with several formulas developed through the Mass Balance Approach in collaboration with BASF, reducing environmental impact without compromising performance.
Craftsmanship Meets Innovation
We partner with the finest applicators and design professionals to bring projects to life in residential, commercial, and hospitality spaces. Whether you’re designing a luxury apartment, a boutique hotel, or a corporate flagship, we offer tailored support, from technical consulting to custom coloration.
Our surfaces are present in some of the most iconic architectural spaces in North America, and now, with Novacolor USA, our reach and resources are even greater.
Visit us at our showrooms in New York and Miami to explore the world of Novacolor.
Ready to elevate your next project?
Email us with your project details, and our team will help you make your vision a reality.
