‘Made in Tuscany’ is the inspirational collection by Viero Decoratives. A set of decorative finishes for highly creative walls, born as a tribute to the land of the Viero Decoratives corporate headquarters: Tuscany. A region that defines style worldwide, full of history, kissed by the sea, crowned by mountains, caressed by hills, dotted with incredible art cities, the birthplace of renowned poets, scientists, artists, but also the cradle of skilled artisans, keepers of craftsmanship, ancient traditions, and refined techniques to work precious materials like leather, fabrics, marble, ceramics, terracotta, gold… An endless reservoir of inspiration from which our Viero Decoratives team draws every day for the creative design of vertical surfaces.

Walls that tell a story, ‘Made in Tuscany’

For the design of the ‘Made in Tuscany’ decorative finishes collection, we started directly from the inspirations suggested by the place where Viero Decoratives is based, Tuscany. We looked at its culture, landscape, traditions, atmosphere… From all this, three lines were born: ‘Terre Etrusche’, ‘Petra Apuana’, ‘Bolgheri’.

• Terre Etrusche is a decorative line for walls inspired by the history of the ancient Etruscan people who inhabited Tuscany, founding incredible cities and fascinating archaeological sites. In particular, for our walls we were inspired by the metalworking skills of this people, who extracted raw materials from the Elba Island and the metalliferous hills.
• Petra Apuana is a decorative line for walls that comes from a walk among the Apuan Alps, mountains characterized by jagged and white-crested peaks due to the presence of marble, extracted from the Carrara quarries. The resulting surfaces are a tribute to marble in all its forms: from the unquarried rock to the precious stone worked in artists’ ateliers and skilled artisans’ workshops.
• Finally, Bolgheri is the decorative line for walls inspired by the relaxed atmosphere of the Tuscan countryside, balanced between land and sea. Where nature, craftsmanship, passion for cuisine and taste create a unique environment, with an authentic and refined flavour.

Obviously, other lines with different themes will join these three over the years. We will indeed focus on other topics, which we will expand and narrate to create unique walls.

In fact, here’s a little spoiler: we can already tell you that we are working on the 2025 line…

The importance of the design phase for walls full of sentiment

‘The design phase of this collection,’ explains Fabrizio Da Prato, master decorator of Viero Decoratives and contemporary artist who closely followed the Made in Tuscany collection, ‘was particularly important. It required extensive theoretical and field research. The great challenge from a design point of view was to visit places, discover traditions, find ancient stories, observe landscapes, be fascinated by details, select the material, and then think about how this material could, in turn, be transformed into a decorative finish, able to adapt to the environments of those who live even on the other side of the world. Behind this collection there was a lot of study of the land and a lot of heart: many attempts, techniques, materials, tools, and products harmonized to create precisely those specific finishes, inspired stylistically by the themes of marble, metals, culinary traditions, and cultivated landscape.’

Mix and play, for unique and original finishes

Made in Tuscany has been a very challenging collection full of experimentation; it highlighted the creative potential of our Viero Decoratives products, their ease of use, and the possibility of creating unique and customized effects through the mix and play technique, that is, combining different products. ‘These are paints and materials,’ said Da Prato, ‘suitable not only for building purposes (such as creating a classic finish) but also for creating new, personal, and unique decorations. The ease of use and the moldability of some materials allow for free expression of creativity, playing with textures, colours, consistencies, etc.’

Walls like works of art with signature pieces designed by Fabrizio Da Prato

In particular, some especially precious finishes from the ‘Made in Tuscany’ collection embody this concept of a unique signature wall, among which, ‘Fregio d’Arte’ from the ‘Petra Apuana’ line. ‘Made with Marmorin Extra, a plaster made of marble and lime powders highly appreciated since Roman times,’ said Da Prato, ‘it is inspired by the decorative richness of classical friezes and inlays abundantly found in the ancient churches and noble palaces of Tuscany.’ It is a decoration created freehand, made possible by the underlying design idea and the creative skill of the decorator, who exploited the potential of a flexible and versatile material like marmorino.

Also noteworthy is ‘Foliage d’Autore’, a precious freehand decoration conceived as a refined piece of high artistic craftsmanship, created by mixing mortars and acrylic-based decorative paints. ‘These two creations,’ explained Da Prato, ‘more than two mural decorations to be replicated, aim to be a demonstration of the potential of the materials and at the same time an encouragement to come up with new ones. The message that we want to convey through ‘Made in Tuscany’ is that by using the variety of Viero Decoratives products, you can experiment a lot to create something unique and original. In this case we were inspired by Tuscany, but in reality, any of our decorator partners from all over the world can do the same, drawing inspiration from their own land or a particular theme.’

Want to discover more about Made in Tuscany? Contact us or join the Viero Academy

If you want to learn more about the various decorative finishes of Made in Tuscany, contact us or, if you are one of our partners, ask for information to follow our training directly in Tuscany.