“Breathing Life into Colors with Effects” is the themeEMD Chemicalsisusingto present its effect pigments at Booth #800. Special focus is being placed on Xirallic®effect pigments for aesthetically demanding automotive coatings and architectural applications.

Shane Dreher, Director of Marketing and Technical Services at EMD Chemicals, a subsidiary of Merck KGaA, Darmstadt, Germany, says, “At the EMD Chemicals exhibition stand, coatings producers, color experts and architects will see stylings of Xirallic as well as Colorstream® and Pyrisma® in the latest color trends and effects, and have the opportunity to gain inspiration for the automotive, architecture, interior design and lifestyle sectors. In addition, visitors to the exhibition can consult our leading experts for advice on all pigment applications.”

With their pronounced sparkle effect and color intensity, Xirallic pigments have revolutionized the automotive coatings industry.The breadth of Xirallic effect coatings is illustrated using car shapes featuring Xirallic T61-10 Micro Silver to demonstrate EMD Chemical’s expertise in three-coat pearl white stylings in addition to several other high-chroma colors. Owing to their fine particle size and narrow particle size distribution, they are ideally suited for use in automotive coatings.Xirallic effect pigments, which are alumina-based, have excellent reflection and refraction properties.

Pyrisma is the brand name of a new generation of effect pigments based on natural mica.These high-performance pearl-effect pigments encompass two product lines: Pyrisma Color Spacepigments and Pyrisma custom pearl pigments.The custom pearl pigment Pyrisma Liquid Blue can be seen on several panels demonstrating styling possibilities for an intense blue shade with a silky-smooth texture.Pyrisma effect pigments can be used in automotive, plastic coatings and architectural applications.

Colorstream multicolor effect pigments stand out due to their continuous change from one color to the next, illustrated at the booth by formed coil coated panels.They demonstrate the angle-dependent color travel that characterizes Colorstream and gives cars and buildings a captivating visual appeal, attracting attention in subtle way.

 A must-see attraction at the booth is an antique car with an Iriodin® coating.The silky-shimmer of the Iriodin effect pigment breathes new life into the 1959 Chrysler® Imperial.

The Minatec® product family stands for functional pigments for manufacturing light-colored coatings with conductive properties. A floor sample at the booth shows a translucent coating for antistatic flooring formulated with Minatec51 CM.