At Fuorisalone 2025 in Milan, Viero Decoratives launched Viero LuxSurface, an exclusive initiative dedicated to young talents. As part of the INTERNI CRE-ACTION exhibition, for which Viero Decoratives is a partner with the installation Be Up by architect Simone Micheli, we officially presented the contest Viero LuxSurface | The Future of Decorative Elegance on 9 April at the University of Milan. A unique opportunity for the students selected by the Academy Meets Industry programme, conceived by studio Simone Micheli Architectural Hero. Introduced by Elena Rosellini, Export Marketing Manager at Viero Decoratives, the initiative focused on the dialogue between education and work, offering future designers, architects, and interior decoration professionals the chance to experiment, innovate, and leave their mark in the sector of luxury decorative finishes.

The contest Viero LuxSurface: experimentation, luxury, and innovation

The contest Viero LuxSurface | The Future of Decorative Elegance challenges the participants to conceive a new luxury material finish, designed for exclusive environments such as yachts and high-end hospitality. The judging criteria will reward projects capable of combining:

• Material research, high aesthetic impact, and innovation, through the creation of new textures, decorative effects, and applications suited to elegant and luxurious environments. Students and professionals will have to think about how to utilize new materials or combine existing ones in unique ways to achieve an elegant yet contemporary effect. Premium materials such as metals, rare woods, resins, and stones may be used, but through an innovative vision that challenges traditional applications;

• Practical functionality and durability, essential for nautical and hospitality environments where luxurious aesthetics must meet practical requirements such as resistance to wear, salt, humidity, frequent cleaning, and maintenance;

• Artisanal tradition and experimentation, to celebrate the quality of Made in Italy craftsmanship;
• Sustainability, with a focus on eco-friendly materials and low-impact processes. Students are encouraged to think about solutions that are both beautiful and sustainable in the long term. This could include the use of techniques that reduce waste, recycled or easily recyclable materials, and the pursuit of solutions that have low ecological impact;

• The designed finish must clearly and tangibly reflect the brand identity, which is synonymous with refinement, high quality, and attention to detail.

An international springboard for young talents

The winning project will not only receive recognition, but could also become part of an exclusive Viero Decoratives collection, entering the international network of high-level architects and interior designers. This is a concrete opportunity for young designers to turn their vision into reality, in collaboration with a company that has been synonymous with wall decoration excellence for over 50 years. Through this initiative, Viero Decoratives not only reinforces its presence in the luxury design scene, but also strengthens the bond between new generations of creatives and the decorative surfaces industry, highlighting, at the same time, values that have always been essential to the vision of the brand: craftsmanship, innovation, and sustainability.

All timelines and technical information on Viero LuxSurface

Projects must be submitted via email by 31 December 2025 for the attention of Elena Rosellini: elena.rosellini@cromology.it

Participants must present their projects through sketches, 3D models, material samples, and a description that illustrates how the project satisfies the criteria of luxury, innovation, sustainability, and connection with the brand.

By 28 February 2026, a jury composed of industry experts and Viero Decoratives representatives will select the winner based on the design’s quality, originality, feasibility, and respect for the brand’s values.

By 15 March 2026, the winner will be contacted directly via an official communication, which will include a formal announcement and details about the winning project, its development, and next steps. The communication will occur through a dedicated email and a phone call from the Viero Decoratives team. Furthermore, an awards ceremony will be organised in Lucca, with date and details still to be defined. Once the winner is confirmed, the name and project will be officially announced through Viero Decoratives’ online and offline channels. This will include publication on social media, the corporate website, and any vierodecoratives.com newsletter.

During 2026, the Viero Decoratives team will work to develop the proposed material finish. This phase will involve detailed design, material selection, and creation of physical samples.

The development of the finish will include several phases, including refinement of the initial design and experimentation with new materials and processes, using the artisanal and innovative techniques that characterise the Viero brand. It will be a unique opportunity for the winner to see how their idea transforms into a concrete product ready for the market. The finish designed by the winner could be officially launched on the market starting from March 2027. The launch will be accompanied by a marketing campaign that will highlight the project and its story, with focus on the connection between youthful innovation and the traditional craftsmanship of the Viero Decoratives brand. The winning project will be inserted into an exclusive Viero Decoratives collection, making the winner an integral part of the brand’s future vision. The finish will thus be available for use in projects by high-end architects and interior designers, strengthening the link between the young creative and the luxury design sector.