House of Kolor® Honors Painters’ Creativity at the 2023 SEMA Show

Booth to Showcase Renowned Industry Talents, Custom Builds and Bold Artwork

CLEVELAND — October 23, 2023 — House of Kolor® will highlight the artistry, creativity and thrill of custom refinishing at its painter-inspired booth during the 2023 SEMA Show, Oct. 31-Nov. 3.

Among the highlights, House of Kolor will feature guest appearances by renowned auto refinishers and a jet car driver, as well as a variety of custom builds featuring bold designs using the company’s products. House of Kolor will also give a look at an exciting, new color-shifting paint technology at its booth and sell show-stopping artwork to benefit an industry scholarship fund.

The booth will mainly highlight the legendary House of Kolor brand, including a new premium basecoat that offers broad color changes at different viewing angles. Company experts will be available to answer questions about paint brands, technologies and services. In addition, the booth will showcase shop repair and refinishing staples from U.S. Chemical & Plastics.

Several custom vehicle builds will be on display at the booth, including cars by Jon “Koz” Kosmoski, Juan “Munch” Gonzalez, Zach Felix and Larsen Motorsports. The featured motorcycle build will be by Daniel Gonzalez.

Find the House of Kolor at Booth No. 30201 in the Upper South Hall of the Las Vegas Convention Center.

Mark Your Calendar

The schedule for the new product unveiling and celebrity booth appearances includes:

House of Kolor - Zack Felix presents custom impala

Tuesday, Oct. 31, 2023

  • 11 a.m. PDT: New House of Kolor product announcement
  • 2 p.m. PDT: Jon “Koz” Kosmoski, founder of House of Kolor, showcasing his final custom build

Wednesday, Nov. 1, 2023

  • 11 a.m. PDT: Josette Roach, House of Kolor jet car driver from Larsen Motorsports

Thursday, Nov. 2, 2023

  • 11 a.m. PDT: Juan “Munch” Gonzalez, technical service representative and House of Kolor expert

Art Sale Benefits Scholarship Fund

In support of the Blazing Trails Scholarship Fund, House of Kolor will be selling approximately 30 custom-painted panels created by some of the industry’s most celebrated painters at its booth. House of Kolor created the scholarship fund in partnership with Larsen Motorsports in 2019 to address the talent shortage facing the automotive industry, specifically collision repair. All proceeds from artwork sales will go to the fund.

House of Kolor will unveil the custom panels on Tuesday, Oct. 31, at 8 a.m. PDT, with the artwork available for immediate sale.

“We cherish the opportunity to support young talent entering the auto repair industry with this year’s SEMA Show art sale, which owns the House of Kolor brand. “Scholarship applicants and winners represent the future of auto repair and refinishing operations, and we’re proud to contribute to the mastery of their craft. It’s also heartwarming that today’s current painting gurus are helping to fund the industry’s future talent via their donated artwork.”

Rob Mowson

Global Vice President, Marketing with Sherwin-Williams Automotive Finishes

House of Kolor - Multi-color Speed Shapes

About the Automotive Finishes Division of Sherwin-Williams

Sherwin-Williams Automotive Finishes manufactures and distributes a complete line of advanced technology paint and coating systems for automotive, aerospace and fleet refinishing industries. The Automotive Finishes division, includes Sherwin-Williams Automotive Finishes® and Valspar® Automotive brands—Valspar® Refinish, DeBeer Refinish®, Prospray® Finishes, Matrix Automotive Finishes®, U.S. Chemical & Plastics® and House of Kolor®. Sherwin-Williams Automotive Finishes is a part of the Sherwin-Williams Performance Coatings Group, which supplies a broad range of highly-engineered solutions in more than 120 countries around the world. Founded in 1866, The Sherwin-Williams Company is a global leader in the manufacture, development, distribution, and sale of paints, coatings and related products to professional, industrial, commercial, and retail customers. For more information about Sherwin-Williams, visit

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