多乐士「色质无界，创艺万千」新品艺术漆发布会

始于1931年的多乐士，隶属全球涂料巨头阿克苏诺贝尔，深耕家居色彩与墙面美学近百年，始终秉持“为生活增添色彩”的品牌初心，持续引领家居涂装的审美迭代与技术革新。本次落地上海Orbit漩心艺术中心的新品艺术漆发布会，以「色质无界，创艺万千」为核心理念，是品牌跳出传统涂料行业产品宣讲模式、迈向空间艺术美学的里程碑式企划。

活动打破大众对墙面涂料仅承担基础涂刷、单色装饰的固有认知，重构“色彩、质感、空间”三者的美学逻辑，既是多乐士百年品牌积淀的创新延续，也是品牌从单一色彩产品供给，升级为全屋空间氛围解决方案与情绪美学服务商的关键转型，具备行业审美革新、品牌价值升维与赛道趋势引领的重要历史与市场意义。在空间造型与现场制作层面，本次发布会依托专业艺术地标基底，打造沉浸式流动体验空间，彻底摒弃传统发布会刻板静态的陈列布局。

现场通过光影变幻、材质肌理对比与先锋结构装置交织共生，将冰冷墙面转化为可感知、可沉浸式体验的艺术媒介，让空间随光影、视角变化呈现动态层次，精准呼应“色质无界”的创作内核。核心体验区系统化呈现全新「创艺家艺术漆」系列，细腻柔和与丰富多元的肌理质感，直观展现艺术漆与乳胶漆的创新融合工艺，可视化演绎品牌全新家居美学方案，整体空间高级克制、艺术氛围浓厚，兼具观赏性、体验感与专业质感。

活动期内容多元且层次丰富，开场以原创双人情景舞蹈《漆迹筑梦》，用肢体语言具象诠释涂料从独立材质到交织共生、构筑空间美学的演变过程。活动联动阿克苏诺贝尔全球美学中心，权威发布年度艺术漆色彩与质感趋势，汇聚企业高管、全球创意总监、平台行业领袖与知名建筑设计师多维嘉宾阵容，从趋势洞察、内容生态、设计案例多维度解读当代家居的情绪审美价值，重新定义家居空间的人文属性。现场整合品牌影像、装置体验、趋势发布与艺术演绎，将单一产品功能宣讲转化为多维感官美学盛宴。

从传播营销维度来看，本次活动以艺术策展思维重塑新品发布形式，高规格嘉宾阵容、沉浸式艺术空间、原创艺术演绎与前沿趋势内容，形成极强的社交传播与行业传播价值。通过专业媒体、设计圈层与社交平台多渠道扩散，有效传递多乐士从“选色涂刷”到“创造空间氛围、承载个性表达”的全新品牌主张，夯实品牌在家居艺术漆赛道的引领地位，实现品牌美学升级、新品价值种草、行业势能沉淀的完整营销闭环。

Founded in 1931 and owned by global coating giant AkzoNobel, Dulux has focused on home color aesthetics and wall innovation for nearly a century, adhering to the brand mission of enriching life with diverse colors and leading the aesthetic and technological upgrading of home decoration. The new art paint launch conference themed “Boundless Color and Texture, Infinite Creative Art” is held at Shanghai Orbit Art Center. Breaking the traditional rigid product release mode of the coating industry, this landmark campaign deeply integrates color, texture and spatial aesthetics, marking the brand’s strategic transformation from single color coating supply to systematic spatial atmosphere and emotional aesthetic solution provider. It delivers far-reaching significance in promoting industrial aesthetic innovation, upgrading brand value and leading future home decoration trends. In terms of spatial styling and scene production, the event abandons conventional static display layout and builds an immersive flowing space based on professional art venue resources.

The interweaving of dynamic light and shadow, diverse material textures and avant-garde structural installations turns ordinary walls into perceptible and experiential artistic media, presenting rich changing layers with varied perspectives and perfectly interpreting the core theme of boundless color and texture. The core experience area fully displays the brand-new “Creator Art Paint” series. The integrated application of delicate textured art paint and innovative latex paint fully demonstrates Dulux’s advanced craftsmanship and diversified aesthetic solutions for modern home spaces.

During the event, the original situational dance performance “Traces of Paint, Dreams of Space” visually interprets the integration and symbiosis of different paint materials through body language. Cooperating with AkzoNobel Global Aesthetics Center, Dulux officially releases the annual color and texture trend report. The summit gathers top guests including senior enterprise executives, global creative directors, platform industry leaders and renowned architectural designers, comprehensively interpreting modern people’s upgraded understanding of home spaces as carriers of emotional expression and aesthetic attitude rather than mere residential places. Integrating brand promotional videos, spatial installation experiences, artistic performances and trend releases, the conference transforms traditional product function introduction into multi-sensory aesthetic immersion. From the perspective of marketing and communication, the campaign adopts artistic curation logic to reshape the new product launch form. High-standard guest lineup, immersive art space, original artistic interpretation and forward-looking trend content generate high-value communication materials for industrial and social dissemination. Through multi-channel promotion among design circles, professional media and social platforms, the event effectively conveys Dulux’s upgraded brand proposition that home aesthetics has evolved from simple color selection and brushing to personalized spatial atmosphere creation. It further consolidates the brand’s leading position in the high-end art paint track and completes a full marketing closed loop covering brand aesthetic upgrading, new product value recognition and industrial influence precipitation.

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