Jotun’s ‘Urban Casual theme
As the world leader in paint, every year Jotun produces the best Colour Collection in the market, made up of colour themes that reflect worldwide styles and the latest trend insights. 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.
Claudio Iurilli, Regional Marketing Director of Jotun Interior Paints, explains, “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 creativeness of an urban landscape or the elegant energy of opulence, the Jotun 2014 Colour Collection provides exactly the right inspiration.”
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. 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.”
The 2014 Colour Collection has three themes based on current lifestyle directions. The rich, warm palette of Travel in Style adds the spirit of elegant adventure and sophisticated design to interior spaces; the modern neutral palette of New Comforting allows consumers to create spaces of harmonic balance and quiet simplicity where they can rediscover true peace; while the strong, robust palette of Urban Casual reinvents the industrial revolution appeal.
Lisbeth offers more insight into the Urban Casual theme, “When coming up with the themes we took into consideration the different phases of people’s lives. For Urban Casual we took a closer look at the kind of person setting up home for the first time, perhaps a bijou city apartment – his or her own urban hideaway. To address the needs of this kind of person, we created a palette with a strength and depth of colour that blends seamlessly with rough and masculine elements. The industrial yet creative and playful tone of the palette complements rough metal, gold, leather and vintage chic accessories.”
Solid shades such as Skylight 1624, Chino 553 and Form 1352 are the perfect backdrop to stronger, more dramatic hues such as Beat 2587 and Scooter 5397. The colours within the Urban Casual theme are designed to harmonize beautifully with each other, making it even easier for consumers to succeed with their own color combinations.
All of the colours in the Urban Casual theme are available in Jotun’s Fenomastic Range. The high quality Fenomastic range not only offers consumers the latest on-trend colours, but also 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 of the time.
With its 2014 Colour Collection Jotun sets the trend for worldwide style and inspiration, and with the Urban Casual theme, consumers can now create bold interior spaces that reflect their modern and creative approach to life.
The Colour-card of the 2014 Colour collection is available in all Jotun Stores across the Middle East.