V-Collective is Viero Decoratives’ new international network, created to bring together decorators, applicators, architects, interior designers, retailers, partners and surface creatives. Different professionals, with different skills, cultures and sensibilities, yet united by one shared vision: to conceive the wall as a project-driven and expressive surface – a creative space for research, expression and dialogue.

In V-Collective, technical expertise meets inspiration. Application experience engages with design, individual creativity becomes shared knowledge, and every contribution from different professional backgrounds generates new and stimulating interpretations of the surface, new combinations and new atmospheres – offering continuous sources of inspiration to those who work every day with surfaces, decorative finishes and interior design.

With the simultaneous launch of Viero Masters – the brand’s ambassadors around the world – the Viero Decoratives community aims to highlight a role that is often decisive in the design of architectural surfaces: that of the applicator. Viero Masters are, in fact, strategic professionals who understand the brand’s technique, materials and philosophy, interpreting the product on the surface and translating the project into gesture.

V-Collective: a space for stories and insights

Through this quarterly newsletter, V-Collective will become a space for stories and insights, seen through a variety of perspectives. In the coming issues, we will talk about products, finishes, techniques, projects, applications, colours and visions, telling the stories of the people and professionals who bring to life the decorative culture of the wall that Viero Decoratives is committed to championing around the world.

A community, after all, is not created simply to share content. Above all, it is created to build new connections. And in our case, these connections begin precisely with walls: surfaces capable of bringing together skills, countries, gestures and imaginations.

Walls that do not divide, but create connections.

Italian products with a cosmopolitan mindset

By Elena Rosellini, Export Marketing Manager at Viero Decoratives

The vision of Viero Decoratives is rooted in Italy’s culture of architectural surface decoration. A culture that we bring every day to the creative space of the wall, seeking to combine respect for materials, a focus on design, the value of application technique, ease of use and a constant pursuit of functionality and beauty.

Viero Decoratives is based in the heart of Tuscany, near Lucca, in a region where tradition, landscape, art, architecture and colour become a continuous source of inspiration for our product collections. These are developed by our multidisciplinary team specifically to support designers, interior designers, architects, decorators and applicators in creating surfaces with outstanding aesthetic and technical value.

From lime-based marmorini to acrylic finishes, from contemporary decorative effects created by combining different products to tailor-made solutions developed for high-end projects, all Viero Decoratives’ decorative finishes share the ability to transform the wall into a living presence – one that engages with light, colours and furnishings, changes the perception of space and becomes an aesthetic device capable of stimulating the imagination and evoking emotions.

Today, Viero Decoratives is present in more than 50 countries. This international dimension allows us to encounter different design sensibilities, diverse application traditions and new interpretations of materials. Every market, every professional and every project adds a new and stimulating perspective to our constantly evolving research.

Being Viero Decoratives means this: combining technical expertise and aesthetic vision, Italian roots and global openness, product culture and design culture.

It means believing that the wall is not simply a backdrop, but a leading design tool for creating atmosphere and identity in interior spaces.

Viero Masters. Artisans of material, ambassadors of a surface vision

At the heart of V-Collective are the Viero Masters: professionals selected by Viero Decoratives for their ability to interpret decorative finishes through experience, sensitivity and personal research, transforming materials into distinctive surfaces within prestigious international projects.

Decorators, applicators and surface designers from different countries, Viero Masters bring stories, visual cultures, technical expertise and personal ways of reading materials to the community. Together, they form an international network that tells the story of the wall as a creative and project-driven language: a surface capable of generating atmospheres, identity and emotions in the world of interior design.

Their role goes far beyond the simple application of a product. Viero Masters are ambassadors of a surface culture shared with the brand – one founded on expertise, creativity and aesthetic responsibility. They know how to listen to a project, interpret a space and engage with architects, interior designers and end clients, transforming the wall into a true sensory narrative.

From this perspective, for Viero Decoratives the applicator becomes an Author. Not because they impose their own gesture over the design vision, but because they complete it: finding a balance between product and hand, technical rules and personal sensitivity, creative intention and execution.

With V-Collective, we will tell the stories of Viero Masters as protagonists of an individual vision and, at the same time, of a shared culture of the wall. Professionals capable of inspiring new possibilities, new connections and new interpretations of the decorative surface.

Discover the first Viero Masters selected by the Viero Decoratives team in 2026.

Mix & Play: a method that becomes shared

By Carlo Mazzolini, Product Technical Service, and Leonardo Pelagatti, Colour Expert

This first newsletter marks the beginning of a project community. Architects, decorators, retailers and master applicators contribute to the creation of the surface not as a final step, but as an active part of a shared process.

For us, this is the right context to explain what we mean by “Mix & Play”. It is not something entirely new, but a method that already exists in everyday practice: in on-site experimentation, in combinations developed over time and in the ability to bring together different products, application techniques and even distant colours to achieve a single result. This first newsletter marks the beginning of a project community. Architects, decorators, retailers and master applicators contribute to the creation of the surface not as a final step, but as an active part of a shared process.

In our experience, the most advanced decorative effects are born from the relationship between multiple elements. Not from an isolated finish, but from their combination. Products, colours and application gestures work through layering, creating surfaces that are never simply the sum of their parts.

Colour, in this sense, is no longer a static result. It becomes a process. A system of layers in which each level interacts with the previous one: modifying it, softening it or amplifying it. The application technique – whether trowelling, glazing or overlapping – is not merely execution, but a design tool. It is what determines the degree of fusion between materials, textures and colour tones.

Within such a complex system, colour takes on an even more central role. It is the first element we perceive, before shape and before finish. It is what creates the initial impact of the surface and guides the way it is read.

Behind this approach lies a long and structured process. Hours of research, repeated trials, combinations tested and often discarded. Moving from a design concept to its realisation on a surface requires precise fine-tuning: it is not enough to achieve an interesting effect. It must also be controllable, repeatable and applicable across large surfaces.

Many solutions emerge through successive attempts. Some work only under specific conditions, while others evolve through progressive adjustments: a modified application step, a different dilution, a recalibrated working time. It is through this continuous dialogue between idea, material and application that the method takes shape.

This is why “Mix & Play” is not simply a combination of products, but a concrete application system. Finishes become compatible and combinable, textures engage with one another, and colours generate non-linear perceptual variations. The final result is not completely predetermined, but guided: it emerges from a balance between technical control and interpretation.

This process also changes the role of the people involved. The applicator does not simply follow a cycle, but interprets a system. The designer does not merely choose an effect, but builds a relationship between layers. The retailer does not simply distribute a product, but contributes to defining a solution.

Mix & Play thus becomes a shared language. A way of designing surfaces in which colour, material, technique and expertise work together to create a unique, controlled and transferable result.