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From Novolam to Innovus – A Journey to Elevate your living space.

Apr 11, 2024 | News

Interior design can loosely be described as “creativity meets functionality.” Within that mindset, the choice of materials plays a pivotal role in shaping the ambience of living spaces. As a leading provider of wood-based decorative panels, we have been on almost a decade-long journey to redefine the interior design landscape in South Africa. 

From the inception of Novolam to the Innovus rebrand, we explore the evolution of our expertly-curated decorative products, highlighting the synergy with global trends, sustainable design, incorporating African influences, matching the essence of life, and introducing groundbreaking finishes like Spirit, where a whole movement of contrasting textures meets the natural look and feel of real wood.

The inception of Novolam in SA

Novolam’s journey began with a modest yet ambitious vision to provide ethically sourced decorative panels that resonate with the diverse tastes of South African consumers. 

Drawing inspiration from the vibrant design landscape of Portugal and the ever-evolving trends in European interior design, Novolam was designed to create a cohesive range of products that would elevate living spaces while maintaining a solid connection to its Portuguese roots.

The Innovus Launch – 2021

In 2021, we unveiled a groundbreaking transformation with the launch of Innovus, signalling a new era of innovation and sophistication. The launch of Innovus represented more than just a rebranding; it symbolised a commitment to elevating the standards of interior design by embracing global trends while incorporating our ethos of Matching Life.

The introduction of Innovus expanded our decorative range with three new décors for each category (Woodgrains, Fantasies, and Unicolours) – Elmina, Castle Grey, and Sanctuary. These décors not only showcased the versatile confluence of urban and natural designs but also highlighted our commitment to providing innovative solutions that cater to diverse design preferences.

Spirit and the Expansion of Woodgrains – 2021

2021 was a busy year for us with the rebrand launch and a distinctive new finish. One of the standout features of Innovus was the introduction of Spirit, an expressive finish full of movement and contrast. Utilising advanced methods such as deep-pore technology, Spirit offered a new and in-depth design previously not seen in decorative panels

This is a noteworthy advancement, especially in decorative panels, as MDF offers versatility and durability. The five décors in Spirit finish are double-faced, highlighting its adaptability and suitability for various design applications. This attribute is particularly significant for MDF substrates, as it ensures consistency and uniformity in appearance and quality across different surfaces.

Our woodgrains were further expanded to include five new exciting décors (Amber, Aurora, Kingswood, Nevada, and Eclipse) to supplement the Spirit launch. These décors not only showcased the versatility of woodgrain designs but also highlighted our commitment to providing innovative solutions that cater to diverse design preferences.

Showrooms and Client Interaction – 2022

Building on the success of the Innovus launch, we recognised the importance of engaging directly with designers, architects, and industry professionals to foster meaningful relationships and provide valuable insights into the latest trends and innovations in interior design. In response, we hosted a series of dynamic roadshows and client-focused engagements to bring Innovus products directly to its target audience.

These roadshows were meticulously planned events that spanned various locations across South Africa, strategically chosen to reach a broad audience of design enthusiasts and industry stakeholders. We brought the elegance and sophistication of Innovus directly to our customers’ doorsteps.

In addition to product showcases, the roadshows featured informative seminars and workshops by industry experts. These sessions gave attendees valuable insights into the latest trends, techniques, and best practices in interior design, empowering them to stay ahead of the curve and elevate their design projects to new heights.

2023’s Expansion of Woodgrains

Building on the success of its woodgrain collection, Innovus continued its expansion in 2023 by introducing four new woodgrain décors: Andu Wood, French Echo, Karlstad Oak, and Medieval Oak. These décors, available in MDF and PB substrates, further enriched Innovus’ offering, providing designers, manufacturers and architects with even more options to create breathtaking spaces in sustainable, innovative ways.

From its humble beginnings as Novobord, then Novolam to its transformation into Innovus, we have remained at the forefront of the interior design industry in South Africa. Throughout its journey, numerous carpenters, manufacturers, and interior designers have embraced our collection, applying them with creativity and finesse across many living spaces. 

From the heart of the home in kitchens to the tranquillity of bedrooms and the functional elegance of bathrooms, our décors have found their place, enhancing both aesthetic appeal and functionality. Beyond residential applications, these innovative designs have also made their mark in commercial settings, infusing workspaces with style and efficiency and in retail environments, where they captivate and engage customers. 

Visit our various partners and affiliates:

The Building Centre, The Kitchen Specialist Association and The African Institute of Interior Design Professions

For more information on our wood-based decorative panels and services, visit us at https://sonaearauco.co.za/