REDISCOVER: a collection weaving classic hues with original ideas to tell new stories
The colours we choose for our homes reflect the times we live in. Now is the time to cherish what we have, making room for the new without forgetting the beauty of the old. For 2021 Jotun, the region’s leading paint brand, unveils REDISCOVER.
The collection features newly developed colours complemented by timeless hues, carefully selected from Jotun’s extensive archives. Embodying the nostalgic and the new, 29 easily mixed and matched shades offer an opportunity to create 21st-century interiors that relax, energise and inspire.
In uncertain times, we find comfort in the familiar. Our homes – more than ever – become our sanctuaries, where we can feel safe, secure and at peace. This is the emotive response inspiring Jotun’s experts to create a new collection of colours curated to reflect the mood and ideas of the present moment, drawing from timeless archives, finding fresh inspiration in the colours of the past.
“A port in the storm, the roles our homes play in emanating calm and comfort is more prevalent than ever. Some colours can help us achieve that sense of peace and comfort like the shade 12118 Hummus with its creamy harmony, while others can conjure a feeling of freedom, fostering a connection to nature like the refreshing shade of 4894 Ocean Air. Beautiful, timeless colour combinations create truly stylish homes and surroundings where we feel at one, with our home.”
The REDISCOVER collection is fuelled by a yearning for stability as we delve into our future. Jotun’s four unique colour stories, a fusion of past and present. REDISCOVER is about taking a step back, as we look ahead.” said Rana Khadra, Colour and Creative Manager at Jotun Middle East, India and Africa (MEIA).
Jotun colour creation legacy spans 60 years and encompasses thousands of hues. The annual colour card, traditionally showcasing Jotun’s newly created tones for the home, rediscovered a new approach this year. The collection creatively depicts how a handpicked group of new colours can be combined with shades developed across the past six decades – timelessly inspiring hues that can be called on to tell new stories in our homes.
THE FOUR COLOUR FAMILIES: FOUR STORIES
WARM, RUSTIC SHADES: inspire and bring a feeling of comfort with this earth-like palette. Each hue encourages slow living and sensory appreciation.
20167 Welcoming Red – rustic and inviting red, full of warmth and wisdom
12120 Desert Pink – restrained and engaging pink, tinged with peach
12127 Earthy Brown – a rich soil-dark shade, deep and honest
12124 Natural Clay – brick-like orange, rustic and authentic
12118 Hummus – yellow and cream in harmony, subtle and refined
10428 Masala – a golden invitation to adventure
1392 Antique Yellow – timelessly elegant with a touch of tradition
SOFT NEUTRALS AND TACTILE HUES: shades that help simplify your spaces and clear the mind while we live in a world of noise and clutter. Colours that dial down the volume of our homes, remove the superfluous and celebrate the simple things.
10385 Belgian Brown – quietly sophisticated and full of character
12125 Impression – soulful gilded brown, chic and of the moment
1303 Observe – the colour of calm and clarity
1288 Grand Shadow – tasteful, confident shade with hints of green
1276 Soft – gentle and sheltering golden beige
0486 Early Rain – the cleansing brightness of a golden morning
1563 Lucerne – a delicate balance of muted beige and grey
AIRY BLUES AND WEATHERED TONES: shades that bring a touch of freedom of sea and sky. Inspired by wild and far-flung places we retreat to immerse ourselves in nature and find peace in its silence.
5504 Coastal Blue – nautical blue, full of depth and mystery
5503 Natural Blue – clean and calming, strong and silent
4894 Ocean Air – refreshing, cloud-light blue, soft as the sky
10963 Golden Bronze – an earthy embrace with a golden glow
8469 Green Leaf – naturally peaceful, organic and restorative
1973 Objective – warm and honest grey, the perfect companion
1024 Timeless – delicate whisper of golden grey
MUTED SHADES AND DREAMLIKE PASTELS: hues that set the imagination free by bring artistic expression. Bringing emotions and dreams to empty spaces these colours give life to ideas.
6379 Cityscape – restrained and modern urban teal
6378 Iconic – muted mid-century mint
12126 Silhouette – quietly elegant grey, with a breath of yellow
12123 Contemporary White – smart and modern eggshell
20162 Mellow – artful blend of russet and burnt brown
12119 Vintage Brown – memorable and mood-setting taupe, with dignity and depth
8118 Crisp – golden green, with a delicate freshness.
10246 Velvet – bold and vibrant yellow
All colours, both new and rediscovered, have been meticulously blended and tested to create an appealing muted appearance that looks outstanding on large surfaces. The four distinct colour stories breathe life into 29 colours selections and creations for 2021 with inspiring imagery by Line Thit Klein, featuring the colours at play in multiple interior settings, styled by Oslo creative studio Kraakvik & D’Orazio.
Jotun’s shades are available in the new Wonderwall Life – paint from Jotun that brings luxurious silky walls to your home, with no smells or harmful emissions, it purifies the air by absorbing chemicals and improving air quality. The collection is also featured in Fenomastic My Home Rich Matt offering the best colour accuracy; ensuring homeowners achieve the exact look they desire.
All colours featured in Rediscover 2021 by Jotun collection are now available across all Jotun stores in the region. Find out more via http://colourtrendsme.jotun.com/en/collection/
The Jotun Group is a matrix organisation divided into seven regions responsible for the sale of Decorative Paints and Performance Coatings (Marine, Protective and Powder Coatings). The company has 40 production facilities in 24 countries, 62 companies in 45 countries and is represented in over 100 countries around the world.