What Are the Most Popular Decorative Paint Finishes of The Decora Company?

The most popular decorative paint finishes at The Decora Company are not standard wall paints. They are Italian decorative finishes by San Marco—premium systems like Marcopolo Luxury, Cadoro, Fenice, Fontego, and Grimani that create texture, depth, and light movement that flat paint can never achieve.

Most US homeowners start their search with terms like “decorative paint,” “Venetian paint,” or “luxury wall finish,” assuming they’re looking for a more expensive version of regular paint. What they quickly discover is that Decora’s best-selling finishes behave very differently. These are multi-layer decorative coatings engineered to build visual depth, mineral texture, and long-term durability—not just color.

This distinction matters most in existing American homes, especially 10–50-year-old houses with previously painted drywall, plaster, or patched walls. These homes often suffer from uneven paint, roller marks, hairline cracks, and walls that feel flat or dated. Regular paint highlights these flaws. Decorative finishes like Marcopolo Luxury or Cadoro Velvet are designed to soften imperfections, reflect light dynamically, and elevate walls into architectural features.

After 15+ years working with homeowners, designers, and contractors, Decora sees the same pattern repeatedly:

• Living rooms are upgraded first (TV walls and fireplace surrounds)

• Entryways and foyers follow (high visibility, high impact)

• Customers begin with one feature wall ($500–$1,500 investment)

• Confidence builds, then projects scale room by room

Decora customers don’t choose these finishes because they’re trendy. They choose them because metallic and mineral decorative finishes last longer, age better, and create luxury without remodeling. A single accent wall using Fenice or Marcopolo Luxury delivers more visual value than repainting the same wall every few years.

Below, we break down Decora’s most popular decorative paint finishes, explain where each one performs best, and show how US homeowners are using them to transform everyday spaces into standout interiors—without demolition or full renovations.

The Most Popular Decorative Paint Finishes at The Decora Company 

When anyone ask “Which decorative paint finish should I choose?” the answer depends on light, texture preference, durability needs, and room function. Based on Decora’s sales data, customer feedback, and 15+ years of real-world application experience, these are the most popular decorative paint finishes available at The Decora Company, all produced by San Marco of Italy.

These finishes dominate because they solve the most common homeowner frustrations: flat-looking walls, visible imperfections, and finishes that feel dated within a few years.

1. Marcopolo Luxury – Metallic Decorative Paint with Subtle Sand Texture by San Marco

Why it’s popular:
Marcopolo Luxury is Decora’s top-selling decorative metallic finish. It delivers soft shimmer with a refined, mineral texture, making walls feel layered rather than shiny.

Unlike glittery metallic paints, Marcopolo Luxury uses fine quartz and metallic pigments to create depth that shifts naturally with light.

Best used for:

• Living room feature walls

• TV walls and fireplace surrounds

• Dining rooms and upscale residential spaces

Why homeowners choose it:
It hides minor wall imperfections, feels luxurious without being loud, and works beautifully in both modern and transitional interiors.

2. Cadoro – Professional Iridescent Decorative Metallic Paint by San Marco

Why it’s popular:
Cadoro creates a fluid, pearlescent effect that changes appearance throughout the day. It’s ideal for homeowners who want movement and elegance without heavy texture.

Best used for:

• Living rooms with natural light

• Bedrooms (accent walls)

• Hallways and architectural niches

Key advantage:
Cadoro softens uneven paint and drywall patches while adding a calm, luminous finish that feels high-end but approachable.

3. Cadoro Velvet – Metallic Decorative Iridescent Paint with Velvety Effect by San Marco

Why it’s popular:
Cadoro Velvet is a favorite for homeowners who want luxury without shine. It delivers a soft-touch, suede-like appearance with subtle depth.

Best used for:

• Bedrooms

• Formal living rooms

• Low-glare spaces

Why it stands out:
It absorbs light instead of reflecting it aggressively, making rooms feel warm, refined, and timeless.

4. Fenice – New Glossy Lime Venetian Plaster by San Marco

Why it’s popular:
Fenice is chosen by homeowners who want a polished stone or marble-like effect without installing actual stone.

This is a lime-based decorative finish, not a standard paint, offering high gloss with breathable properties.

Best used for:

• Feature walls

• Powder rooms (non-direct water zones)

• Luxury accent spaces

Key distinction:
Fenice offers visual depth and sheen that acrylic paints simply cannot replicate.

5. Fontego – Matte Finish Metallic Decorative Paint with Subtle Sand Texture by San Marco

Why it’s popular:
Fontego combines matte elegance with fine mineral texture, making it ideal for contemporary interiors that avoid shine.

Best used for:

• Modern living rooms

• Offices and creative spaces

• Entryway accent walls

Why homeowners love it:
It looks architectural, not painted—perfect for minimalist or Japandi-style homes.

6. Grimani – Decorative Metallic Paint with Cracked Effect by San Marco

Why it’s popular:
Grimani delivers a controlled crackle effect, adding visual interest without overwhelming a space.

Best used for:

• Accent walls

• Artistic installations

• Statement niches

Who it’s for:
Homeowners and designers looking for bold texture and artisanal character.

7. Decorfilm Opaco / Decorfilm Lucido – Professional Clear Coats by San Marco

Why they matter:
These are not decorative finishes themselves, but essential topcoats used to protect and refine decorative paint systems.

• Decorfilm Opaco: Matte protection

• Decorfilm Lucido: Semi-gloss protection

Used for:

• Increasing durability

• Enhancing washability

• Adjusting final sheen

Decorative Paint vs Regular Paint: Why Decora Finishes Perform Differently

Before choosing a decorative finish, most homeowners ask the same question:

“Why not just use high-quality regular paint?”

The answer lies in how decorative paint finishes behave on real walls, especially in existing US homes with age, texture, or past paint failures.

Decorative Paint vs Regular Paint (Quick Comparison)

Regular paint sits on top of the wall.
San Marco decorative finishes interact with light, texture, and surface movement, making them ideal for problem walls that paint 
https://thedecoracompany.com/collections/decorative-paints

Which Decorative Paint Finish Is Best for Each Room?

Decora customer data shows that homeowners upgrade one room at a time, starting where impact is highest. Below is how the most popular decorative finishes are used in real homes.

Living Rooms (Most Popular)

Best finishes:

• Marcopolo Luxury – Metallic Decorative Paint with Subtle Sand Texture

• Cadoro / Cadoro Velvet – Iridescent & Velvety Metallic Finishes

• Fontego – Matte Metallic with Subtle Texture

Why living rooms first:
TV walls and fireplace surrounds are focal points. Decorative finishes add depth and character without remodeling.

Entryways & Foyers 

Best finishes:

• Fontego for modern matte texture

• Marcopolo Luxury Bianco for refined white shimmer

• Decorfilm Opaco as a protective topcoat

Why it works:
Entryways need finishes that hide scuffs, reflect light well, and create an immediate sense of quality.

Bedrooms (Subtle Luxury – ~10%)

Best finishes:

• Cadoro Velvet for soft, calming walls

• Fenice – New Glossy Lime Venetian Plaster for statement headboards

Dining Rooms & Accent Spaces

Best finishes:

• Grimani – Decorative Metallic Paint with Cracked Effect

• Velature – Tintable Siloxane Glaze

These are chosen when homeowners want artistic texture or aged character, especially in feature walls.

DIY vs Professional Application: What Decora Recommends

This is where many homeowners feel uncertain — and where Decora’s guidance matters most.

Where DIY Works Well

• Living room feature walls (up to ~100 sq ft)

• Accent walls using Marcopolo Luxury, Cadoro, Fontego

• Projects where texture can hide minor technique variations

Where Professional Help Is Better

• Full rooms with multiple walls

• High-gloss lime finishes like Fenice

• Wet areas or heavy-use commercial spaces

Decora’s decorative paints are DIY-friendly when used as intended, especially when paired with proper primers and sample testing.

The most successful Decora customers follow this exact path:

1. Choose one feature wall

2. Order samples

3. Test under real lighting

4. Complete the wall

5. Scale later if desired

This approach keeps budgets controlled while delivering visible, confidence-building results.

Conclusion: Why Decorative Paint Is the Smartest Way to Upgrade Your Home

If you take one thing away from this guide, let it be this: the most effective way to level up your home isn’t repainting—it’s upgrading the surface itself. Decorative paint finishes from The Decora Company are not cosmetic upgrades; they are long-term architectural solutions designed for real homes, real walls, and real wear.

Most homeowners come to Decora after experiencing the same frustration—walls that have been repainted again and again, yet still show roller marks, hairline cracks, moisture stains, or uneven textures. Flat paint hides nothing for long. It fades, peels, and traps moisture, especially on older plaster or gypsum walls. Decorative finishes solve the root problem by adding depth, texture, and mineral structure to the wall—so imperfections disappear instead of reappearing.

What makes Decora’s decorative paints different is their Italian San Marco heritage. These finishes—like Marcopolo Luxury, Cadoro Velvet, Fontego, Fenice, and Grimani aren’t trend-driven coatings. They’re systems engineered to perform for 10–20+ years, resisting mold, wear, and visual fatigue in a way regular paint never can. That’s why luxury hotels, designers, and now US homeowners choose them for feature walls instead of repainting every few years.

Equally important: upgrading doesn’t require remodeling or massive budgets. Most Decora customers start exactly the same way one feature wall. A living room TV wall. An entryway focal point. A bedroom accent. With a controlled investment and sample-first approach, homeowners experience the difference immediately: richer light reflection, smoother texture, and walls that finally feel finished.

Decorative paint also offers flexibility. You can choose subtle elegance with velvety metallics, modern minimalism with matte textured finishes, or bold statement walls with cracked or glossy effects—all without tearing down walls or committing to full-room renovations.

The smartest path forward is simple:

• Start with a single wall

• Test samples in your actual lighting

• Choose a finish that fits the room’s function

• Upgrade at your own pace

This approach delivers the highest return both visually and financially while eliminating the cycle of repainting that so many homeowners are tired of.

If your walls are already painted, uneven, aging, or simply uninspiring, decorative paint is not an upgrade it’s the solution. Explore Decora’s most popular decorative finishes, order samples, and see why thousands of homeowners choose Italian-crafted texture over temporary paint.