Travel in Style, one of the themes of the Colour Collection

Travel in Style, one of the themes of the Colour Collection

Jotun hues and Lady Design (Historic)

The Colour Collection aims to create value, encapsulating global trends, while the Lady Design (Historic) range adds a sense of heritage to home interiors

01 December 2013

Jotun Paints has introduced its latest Colour Collection and highlighted its recently announced Lady Design brand’s ‘Historic’ collection.

“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,” a Jotun statement says.

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.”

For the first time, the 2014 Colour Collection is a collaborative effort between Europe, Southeast Asia, and the Middle East. 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, Southeast Asia or Europe, colours however know no bounds. Today 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. “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,” she says.

“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,” says a Jotun statement.

Iurilli: Jotun creating dream interiors

Over a million copies of this worldwide publication have been printed in 14 different languages.

“Jotun not only helps consumers in finding their own colour and style with the 2014 Colour Collection, it also helps 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,” the company said.

The colour-card of the 2014 Colour collection is available in all Jotun Stores across the Middle East.



Jotun’s innovative Lady Design brand was launched this year and offers six new collections that were created in collaboration with celebrity interior designer Mona Hussein.

Says Mona: “People are demanding a lot more these days. They don’t just want the same old boring thing everyone else has. They want something unique, something distinctive, and something that shows off their individual sense of style.”

She adds: “With a wall design you could easily replicate the effect of an expensive art piece. It’s also great if you need to add texture to a space. With design wall paints it’s so easy to replicate a natural material at a reasonable cost, and best of all it’s changeable so you can always replace and update it quite easily whenever you get a bit bored.”

Jotun says the Lady Design Collections offer six distinctive worlds of style, colour, texture and inspiration – ensuring a look for every personality. “There’s the rustic, nature-inspired look of the Natural Collection; the rich, Arabian vintage inspired look of the Elegance Collection; the calming, seaside-inspired look of the Oceanic Collection; the cutting-edge, bold appeal of the Modern Collection; the urban, art-inspired look of the Galleria Collection; and the timeless, ancient stone-inspired look of the Historic Collection.”

Regional marketing director Iurilli highlights the story of the Historic Collection: “This collection allows consumers to rebuild the timeless essence of historic buildings on the walls of their homes. Offering a variety of authentic stone colours and textures, the Historic Collection lets history inspire the style of the future.”

Jotun elaborated on the Historic Collection: “The timeless designs in the Historic Collection include Travertine, a design inspired by the travertine stone that the ancient Romans used to build temples, monuments and bath complexes, Ancient Stone, a design that reinterprets the beauty and strength of ancient stone in a fresh, contemporary way; Basalt, a design with dark grey shades and a hint of silver sparkle that looks great against bright vibrant colours; Natural Stone, a design that works well in kitchens or any room that demands a classic, modern surface; and Blue Sandstone, a design with soft shades of blue that seems to hold the knowledge and mystery of the past in its texture.”

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