A Jotun facility in the UAE

A Jotun facility in the UAE

Jotun collection ‘collaborative’

A world leader in interior paints, the company makes a pitch for greater business devising in its latest move a colour collection that will wow the public

01 February 2014

Jotun’s Colour Collection 2014 is a collaborative effort between Europe, South East Asia, and the Middle East, which the company says makes it a truly international collection mirroring global culture.

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 simplicity of a minimal landscape or the elegant energy of opulence, the Jotun 2014 Colour Collection provides exactly the right inspiration.”

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. 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 2014 Colour Collection has three themes based on current lifestyle directions. A company text says: “The strong, robust palette of Urban Casual reinvents the industrial revolution appeal; 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 rich, warm palette of Travel in Style adds the spirit of elegant adventure and sophisticated design to interior spaces.”



Lisbeth offers more insight into the Travel in Style theme, “When coming up with the themes we took into consideration the different phases of people’s lives. For Travel in Style we took a closer look at the person that simply wants to add a touch of glamour to their life. To address the needs of this kind of person, we created a palette with warm, rich, luxurious colours reminiscent of travels to exotic lands. The glamorous tone of the palette complements soft velvets, dark wood and golden accessories.”

All of the colours in the Travel in Style theme are available in Jotun’s Fenomastic range. Fenomastic 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.

Founded in 1926 in Norway, Jotun established its presence in the Middle East in 197, with Jotun UAE Ltd. The company has expanded dramatically throughout the region and is the first paint manufacturer to be awarded the ISO 9001: 2008, ISO 14001 and OHSAS 18001 certification. The company also has manufacturing facilities in Abu Dhabi, Dubai, Saudi Arabia, Oman and Egypt.

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