Global trendsetter

Jotun gives consumers the colour inspiration they need to find their own personal style with its new global Colour Collection. Mayank Singh reports from Dubai.

When it comes to interior paints Jotun is undoubtedly number one, offering consumers the highest quality products with a wide range of brilliant colours that reflect the very latest trends from all around the world.

Claudio Iurilli, regional marketing director explains, “As a pioneer and market leader in the interior paints category, we know that in order to stay number one we have to constantly create value for our consumers. Today’s consumers want rooms that tell their story in a fresh and modern way, which is why we aim to create the best Colour Collection in the market to provide our consumers with global inspiration and colour combinations to create their dream interiors.”

Varied influences

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, further expands, “While people’s lifestyles vary, whether in the Middle East, South East Asia or Europe, colours however know no bounds. 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.”

The Colour Collection has three themes based on current lifestyle directions: New Comforting, Urban Casual, and Travel in Style. Lisbeth offers more clarification, “When coming up with the themes we took into consideration the different phases of people’s lives. We first took a closer look at the kind of person leading a hectic lifestyle who yearns for a peaceful retreat, then we looked at the kind of person setting up home for the first time who wants to create their own urban hideaway, and finally we also took a closer look at the person that simply wants to add a touch of glamour to their life.”

With its modern neutral palette, New Comforting allows consumers to create spaces of harmonic balance and quiet simplicity where they can rediscover true peace. Urban Casual offers a stronger palette of colours with rough, masculine elements that reinvent the appeal of the industrial revolution, allowing consumers to add a creative, casual appeal to their rooms. And Travel in Style takes consumers on a voyage of bold glamour with rich, warm colours that reflect interiors of elegant adventures and sophisticated design.

The creation of the Colour Collection was the culmination of months of hard work involving the colour trend teams from Europe, South East Asia and the Middle East, leading interior stylists, renowned interior and fashion photographers, and an innovative design agency. Over a million copies of this worldwide publication have been printed in 14 different languages, providing people from all around the world with the vision they need to personalize their interior spaces.

Creative buzz

Jotun not only helps consumers in finding their own colour and style with the 2014 Colour Collection, they also help consumers in choosing products of the highest quality – like Jotun’s Fenomastic Range. The Fenomastic range offers consumers the stunning colours of the 2014 Colour Collection, along with superior coverage and outstanding durability. Fenomastic Pure Colours offers 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 the time.

With today’s focus on personal, accessible home design, Jotun understands that the right products in the right colours make all the difference. Whether consumers are looking for the comfort of simple style, the buzz of creative energy or the opulence of understated glamour, the Jotun 2014 Colour Collection will provide the ambience and originality needed for consumers to embrace change in their homes, and in their lives. The Colour-card of the 2014 Colour collection is available in all Jotun Stores across the Middle East.


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