Where traditional lime, chalk and stucco paints require multiple coats to build depth, our mineral-based finishes create texture, softness and colour nuance in one coat. We are designers, our colours are holiday memories, intentional and timeless.
Created in Amsterdam from a background in fashion, design and creative direction for international (paint) brands. The colours you love wearing are often the colours you love living in.
In our Amsterdam South store, your paint is mixed.
Fresh, eco-friendly. Made for your daily shot of wow.
Yes.
WOW finishes can be applied over:
Plaster
Gypsum
Cement-based substrates
Previously painted walls
The surface must be:
Clean
Stable
Fully dry
Dust-free
If the surface is more absorbent than average — such as:
Fresh plaster
Untreated cement
Highly porous interior masonry
Use WOW Wall Primer (Interior) before applying:
Stucco Paint Interior
Sun-Kissed Paint
Wall Gloss
Wall Primer regulates absorption and ensures:
Even coverage
Stable colour development
Optimal adhesion
For normally absorbent surfaces, primer is not required.
In some cases, lightly misting the wall with water (using a plant spray) before application can reduce initial suction.
Yes.
WOW finishes are designed for contemporary living — including kitchens, bathrooms and interior furniture — when the correct system is applied.
Stucco Paint Interior
Can be used to transform:
Cabinet fronts
Built-in wardrobes
Niches
Shelving
Interior doors
MDF surfaces
into Mediterranean-inspired surfaces — in one generous layer when applied on a properly prepared substrate.
For protection in splash-prone or high-contact areas (kitchens, bathrooms, coffee stations), apply WOW Matte Varnishas a finishing layer.
Varnish matte, stucco and sun-kissed paint remains repaintable and sandable if you wish to change colour in the future.
WOW finishes are designed to remain repairable and repaintable — one of the key advantages over plaster or microcement systems.
For the best result when touching up:
Use:
A sanding block
Fine sandpaper (grain 180–220 for mineral finishes)
Grain 220–240 for Satin or Gloss finishes
Lightly sand not only the damaged spot, but also slightly around it.
This prevents visible edges and ensures better blending.
For finishes mixed with Dune Dust, sand a slightly larger area so the repair blends into the surrounding texture rather than creating a visible patch.
Remove all dust before repainting.
If the paint has been properly stored and unopened:
Stir thoroughly
Add approximately 5% clean water
Mix again until fully homogeneous
This helps the touch-up layer integrate seamlessly into the existing surface.
Avoid repainting a tiny central patch.
Instead:
Feather out from the repair
Work into surrounding texture
Blend outward
This prevents a visible “colour spot” where fresh paint sits on top of an older layer.
When ordering new paint, minor colour variations between production batches may occur due to natural pigment composition.
However, with the correct blending technique described above, any minimal variation becomes part of the natural nuance already present in Stucco Paint and Sun-Kissed Paint.
For finishes with Dune Dust, blend over a slightly wider area to avoid visible transitions.
Stucco Paint Interior / Exterior
Most forgiving for local repairs due to its natural movement and depth.
Sun-Kissed Paint
Because of its dual-tone effect, blending into a larger area or working to a natural break line is recommended.
Satin & Gloss Finish
Light sanding + full panel repainting is recommended if the damage is centrally visible.
All WOW topcoats are developed to fully cover in one generous layer when applied on a correctly prepared surface.
Preparation determines performance.
Normally 1 layer.
Only use WOW Wall Primer on very strongly absorbent surfaces.
1 tinted Wood Primer
1 finishing layer.
If sanding, degreasing or dust removal is insufficient, additional work may be required.
WOW is not a multi-layer build-up system.
It is a system built on less layers in connection to correct preparation.
Paint systems are rarely comparable by tin price alone.
The real cost of a paint project is determined by:
Coverage per m²
Number of layers required
Labour time
Predictability of the result
WOW finishes are developed to fully cover in one generous layer when applied on a properly prepared surface.
Fewer layers mean:
Less material
Less labour
Faster completion
Lower total project cost per m²
Premium paint is not about the price of the tin.
It is about the intelligence of the system.
WOW colours are original compositions and do not correspond to standard RAL numbers.
They are developed as living shades — influenced by Mediterranean light, fashion methodology and architectural harmony — rather than technical colour charts.
Every WOW colour is available across:
Mineral wall finishes
Satin Finish
Gloss Finish
This allows seamless coordination between walls, doors and frames within the WOW system — without relying on external colour translations.
For larger architectural or hospitality projects, custom production in specified RAL colours can be discussed upon request.
Mineral wall finishes are not suitable for direct application over glossy ceramic tiles.
For tile transformations, proper sanding, degreasing and adhesion preparation are essential. In high-moisture environments, we recommend consulting with us before application.
For cabinetry or tiled furniture elements, Satin Finish over correctly prepared primer may be a more suitable solution.
Yes.
Stucco Paint Interior can be applied directly over properly prepared MDF.
The surface must be:
Degreased
Lightly sanded
Dust-free
For a more durable wood finish, use:
1 tinted WOW Wood Primer
1 layer Satin or Gloss Finish.
Yes — with the correct product.
Use Stucco Paint Exterior for:
Exterior masonry
Brick façades
Cement-based exterior walls
The surface must be:
Stable
Clean
Free from loose particles
Properly dried
Exterior brick or façade can be highly absorbent.
If suction is stronger than average, use WOW Wall Primer before applying Stucco Paint Exterior.
This ensures:
Controlled absorption
Even colour development
Optimal adhesion
Full performance of the one-layer system
Avoid application during:
Heavy rain
Frost
Extreme heat
Direct midday sun on hot façades
Yes — in specific situations.
Stucco Paint Interior can be applied over properly adhered renovation fleece (renovlies) or smooth glass fibre wallpaper (glasvlies), often used in new-build homes.
Conditions:
The wallpaper must be firmly attached
No loose corners or lifting seams
No air bubbles
The surface must be clean and dust-free
Even a small loose corner may allow paint to penetrate behind the wallpaper, causing detachment.
Thick, textured or embossed wallpaper is not suitable.
Wallpaper must be removed before applying these finishes to ensure long-term adhesion and aesthetic consistency.
Mineral finishes require a stable, mineral substrate.
If the surface is more absorbent than average — for example:
Fresh plaster
Untreated cement
Highly porous masonry
Use WOW Wall Primer (Interior or Exterior depending on the project).
This applies to:
Stucco Paint
Sun-Kissed Paint
Wall Gloss
Wall Primer regulates absorption and ensures optimal coverage and colour consistency.
For lightly absorbent surfaces, primer is not required.
Yes, provided the surface is stable, properly cleaned and lightly sanded.
One of the advantages of WOW mineral finishes is that they allow future colour changes without specialist rebuilds.
Proper surface preparation remains essential.
Yes.
WOW finishes are developed for controlled application with brush or roller to achieve their intended depth and character.
For professional projects, spray application is possible.
Traditionally applied with brush to create movement and mineral depth.
For large ceilings or high walls, Stucco Paint can be spray applied by experienced professionals.
When spraying:
Use the largest suitable nozzle
Dilute approximately 10% with clean water
Coverage may increase to approximately 8 m² per litre
A smoother, more uniform architectural finish can be achieved
Best applied with brush to create its characteristic tonal variation.
Spray application is not recommended when the dual-tone movement effect is desired.
Suitable for professional spray application on doors, cabinetry and large wood surfaces.
Application method depends on project scale and experience.
Yes.
All WOW wall finishes are repaintable.
Stucco Paint can be lightly sanded and refinished.
Sun-Kissed Paint can be overpainted.
Lacquer finishes can be sanded and recoated.
This makes WOW suitable for long-term living and evolving interiors.
WOW Wall Primer is required only for strongly absorbent mineral substrates such as fresh plaster or porous masonry.
WOW Wood Primer is required under Satin and Gloss finishes.
Avoid generic primers under mineral finishes, as they may affect the aesthetic result.
Store frost-free and sealed tightly.
Stir thoroughly before reuse.
