Inspired by the belief that our homes are reflections of our identity, Jotun, the region’s leading paint brand, has unveiled its 2019 Colour Trends under the theme ‘Identity’.
Developed by Jotun colour specialists over a year and incorporating on the insights of a global network of colour-trend researchers, the latest edition of colour trends explores colours that reflect distinct lifestyles in an urban environment. The collection embraces 28 colours defining homes around the globe for the coming year.
‘With this colour card, we call on everyone to reconnect with their identity. Our homes are living stories of who we are, told through each object and every colour we fill it with. The home is a constant, ever-reliable reminder of what makes us happy and comfortable. By adorning your personal space with Jotun’s colour card, you create your own living story and personal colour identity. This year’s colour collection contains ideas aimed at inspiring combinations that reflect who you are’. says Rana Khadra, Colour and Creative Manager at Jotun Middle East, India and Africa (MEIA).
This year’s colour card is designed with three creative identities to create practical colour combinations with an easy-to-use tool. This tool allows users to easily identify complementary shades within a single colour family, or create harmonious colour variations in the same space.
CALM
The calm identity prizes meaning above quantity in the things they surround themselves with, revelling in the almost-Nordic simplicity of their space. Their home is a refuge of clean, easy living and a place of peace, a Zen sanctuary given character through a handful of choice artworks or objects that carry deep personal significance. Nothing is superfluous; there is no room for clutter. Everything has a place and a reason to be in it.
REFINED
The refined identity is that of the modern-day curator: discerning, considered and interested in intriguing juxtapositions. Their home is dotted with a seemingly eclectic collection of art and artefacts, vintage pieces and contemporary design, all carefully positioned in order to acquire new meanings in their relationship with one another. This home is a personal gallery – a dialogue between colour and object whose whole is greater than the sum of its parts.
RAW
The raw identity is rooted in the earth. Their home is that of a maker and an artisan – an individual that relishes the honesty of working with their hands, who values provenance above polish. They are cooks and hunters, bakers and carpenters. They find beauty in craft and utility – reflected in rustic homes and grounded spaces full of natural, wood-and-stone textures and the colours of soil and sand.
The three creative identities embody a spectrum of unique personalities, each relating to one of the three palettes and guiding us to making a home truly our own. To convey the 28 colours through a poetic lens, Jotun teamed up with two longstanding collaborators – a photographer, Line Thit Klien and a stylist, Oslo creative studio Kråkvik & D’Orazio – showcasing these identities in three different interior settings.
Download Jotun’s ColourDesign app to find your favourite colour from the new palette which you can visually apply on your existing interiors and facades ensuring you have made the choice that aesthetically fits your space even before you paint.
All colours and textures featured part of Jotun’s 2019 colour trends are now available across all the Jotun stores in the region.
