PRE-REVEAL

Open your mind
to a new perspective
on paint

Discover a new way to paint. From ingredients and packaging to transport and indoor air quality, explore how small choices lead to a healthier, more conscious space.

Discover ACTIVATE Sign up for the reveal
Explore
Materials del sistema ACTIVATE
Manifesto

Rethink paint with us: how can we turn conscious choices into positive change for our homes and planet?

In a world of constant innovation, let's look beyond colour and finish. Explore how formulation, packaging, and logistics shape our environment. Join us in asking the right questions to craft a better approach.

We are developing a new approach that considers the whole system: the materials we bring indoors, the resources we use, and the processes connecting production to application.

Aprproximately 90% of our time is spent indoors.
We care about 100% of the product lifecycle: from production to application.
The whole system deserves consideration.
Rethink paint with us
«Colour is just the beginning. Take action and ask what lies behind every tin.»
Three questions

Explore three dimensions shaping the future of paint.

Indoor air quality, sustainability, and process optimization. More than values, they guide the questions behind ACTIVATE. Explore the perspective that matters most to you.

Espai interior
Pillar 01

Indoor air quality

Materials i recursos
Pillar 02

Sustainability

Interior optimitzat
Pillar 03

Process optimization

Discover what comes next
Espai interior
01 Pillar 01 — Indoor air quality

What are we really breathing inside our homes?

Approximately 90% of time is spent indoors, on average. What if indoor air quality were part of the conversation from the very beginning?

  • Higher concentrations of volatile organic compounds (VOCs) in indoor spaces can worsen conditions such as asthma, respiratory allergies, and chemical sensitivities. Choosing conscious formulations helps protect sensitive individuals and supports overall indoor well-being.
  • Considering indoor air quality means looking at materials alongside ventilation and space usage.
  • Paints are among the materials that can release volatile organic compounds (VOCs) into indoor air. Emission levels depend on formulation.
Explore a new perspective on paint
02 Pillar 02 — Sustainability

What environmental impact does 1 litre of paint have?

The environmental story of paint extends beyond its ingredients. A life-cycle assessment examines defined stages of a product’s journey.

  • The sourcing of raw materials, the energy required for production, the components used to preserve paint, and the materials our packaging is made of offer us different paths to explore a more sustainable way of doing things.
  • The European Biocidal Products Regulation (BPR, Regulation EU 528/2012) drives us to seek more respectful and sustainable solutions, ensuring maximum product durability, performance, and shelf life.
  • Water is one of the planet’s most valuable and vulnerable resources. With growing industrial demand, reducing water use and impact at the source is essential to protecting shared resources.
Be part of paint's next chapter
Materials i recursos
Interior optimitzat
03 Pillar 03 — Process optimization

How much further can we optimize the way paint is made, transported and used?

Every stage between making paint and applying it involves choices about resources, packaging, transport and storage. Building on the knowledge gained over decades, where could we find new opportunities to simplify processes and use resources more efficiently?

  • Weight is the key: every kilogram we eliminate reduces transport weight, fuel consumption, and CO2 emissions on every journey.
  • Shape matters: a square, compact package requires up to 40% less storage and transport space compared to traditional cylindrical tins, maximizing capacity on every pallet and journey.
  • Water is necessary: it is also responsible for introducing preservation, thermal stability, and weight challenges along the supply chain. Questioning how we manage these factors opens the door to exploring far more efficient processes.
Rethink the journey of paint with us
ACTIVATE reveal

A new era for paint begins.
Be there for the reveal.

Join us for the first public presentation of ACTIVATE — The Solid Paint System. Discover the approach behind it and the possibilities it opens up for the paint industry.

00 Days
00 Hours
00 Minutes
00 Seconds
15th of DECEMBER of 2026 · 19:00 · LIVE REVEAL
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Before the reveal

The story of paint starts long before it reaches a wall.

We still cannot show you everything. Explore the thinking, share your vision, and join the movement.

Indoor air quality Sustainability Process optimization
Join the movement
Join the activist community

Become an activist: lead the change in conscious painting

Join our community of ACTIVISTS. Sign up to receive exclusive project updates, priority access to the live reveal, and a reserved launch reward.

  • Project updates ahead of the reveal
  • An invitation to the ACTIVATE live reveal
  • A launch reward reserved exclusively for ACTIVISTS

    Receive ACTIVATE project updates and reveal information by email. You can unsubscribe at any time.

    Social ecosystem

    Follow the journey week by week. Act, learn, and engage with our growing community.

    Before the reveal, we will explore paint formulation, VOC emissions, indoor air quality, resource use, and smart logistics. Follow the conversation from the beginning.

    Biocides VOCs CO2 emissions Respiratory health Indoor air quality Material Resources

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