A theme from the New Comforting colour collection.
Jotun’s new collection brings comfort
01 April 2014
AS PART of its innovative 2014 global Colour Collection, Jotun has launched its New Comforting theme that allows consumers to create interior spaces that reflect their need for peace and quiet.
The 2014 Colour Collection – produced each year by the global paints and coatings specialist – now has three themes based on current lifestyle directions: the strong, masculine palette of Urban Casual, which reinvents the industrial revolution appeal; the rich, warm palette of Travel in Style, which adds the spirit of elegant adventure and sophisticated design to interior spaces; and the latest theme, New Comforting, which with its modern neutral palette allows consumers to create spaces of harmonious balance and quiet simplicity.
The aim of the Jotun Colour Collection is to provide consumers with global inspiration and colour themes and combinations so that they can create interiors unique to their personalities, explains Claudio Iurilli, regional marketing director of Jotun Interior Paints.
“As a pioneer and market leader in the interior paints category, we constantly look to create value for our consumers. Today’s consumers want rooms that tell their story in a fresh modern way, and colour is key in creating that story; it’s the spice that sets the mood of the room. Whether consumers are looking for the simplicity of a minimal landscape or the elegant energy of opulence, the Jotun 2014 Colour Collection provides exactly the right inspiration,” he says.
For the first time ever, the 2014 Colour Collection is a collaborative effort between Europe, South East Asia, and the Middle East, making it a truly international Colour Collection that mirrors a global culture.
Lisbeth Larson, Jotun’s global colour manager and trendspotter who headed up the project, elaborates: “While people’s lifestyles vary, whether in the Middle East, South East Asia or Europe, colours however know no bounds. In the same way that colours are boundless, people’s ideas and desires are also universal. We are presenting a colour collection that truly mirrors a global culture – bringing international trends to our region, and taking the rich beauty of the Middle East to the rest of the world.”
“When coming up with the themes, we took into consideration the different phases of people’s lives. For New Comforting, we took a closer look at the kind of person leading a hectic lifestyle who yearns for a peaceful retreat. To address the needs of this kind of person, we created a neutral and sensual palette inspired by Scandinavian austerity and Japanese purity. The poetic variations in the palette complement organic shapes, clean materials and soft fabrics to create harmonious balance.”
Soft shades such as Drift 3325, Reflection 1622 and Breeze 552 play against stronger yet equally serene shades such as Thought 3323 and the soothing green of Balance 6325. The colours within the New Comforting theme are designed to harmonise with each other, making it even easier for consumers to succeed with their own colour combinations.
All of the colours in the New Comforting theme are available in Jotun’s Fenomastic range, which not only offers consumers the latest on trend colours, but also superior coverage and outstanding durability. Fenomastic Pure Colours provides long-lasting colour, Fenomatic Hygiene offers anti-bacterial and anti-fungal qualities, while Fenomastic Stain Resistant offers easy stain removal to ensure great looking walls all of the time.
The colour card of the 2014 Colour Collection is available in all Jotun stores across the Middle East.
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