Jotun’s Colours of the World in 2018Lifestyle
Colour defines our style and shapes the rhythm of our lives. Colour, uniquely, has the power to change our mood with the subtlest shift in tone.
From a studio in Sandefjord, Norway, the colour specialists of one of the world’s biggest paint companies, Jotun, keep a close watch on trends in global cities and the way our lifestyle is changing in this fast-paced and modern world. Based on their research, they will then predict - and create - the colours that will define homes around the globe in the year to come.
The 2018 edition, Rhythm of Life, launched in Norway in August, and afterwards made its way around the world over the following month, with translations in English, Norwegian, Turkish, Swedish, Danish, French, Arabic, Thai, Vietnamese, Indonesian, Chinese and Spanish.
Designed to reflect the realities of modern living and inspire the imagination, the collection of 32 shades provides designers with an interior palette that is as suited to homes in Copenhagen as it is to those in Hanoi. Based on her team’s trend research, Jotun’s Global Colour Manager, Lisbeth Larsen, has collated the 32 colours into three themes, namely City Motions, Silent Serenity and Lush Garden. Each of the themes is focused on a different mood and mode of modern living.
“Our research identified three trends that are common to inhabitants of every global city: our longing for the restorative power of nature; our dream of a calmer, slower-paced way of life in the sun; and our desire to make the most of our increasingly compact urban living spaces in minimalist but creative ways,” she explains. “We’ve designed our colour card as a tool to help people express these impulses in their homes – mixing and matching the colours in the way that best reflects their own identity.”
The City Motions colour group (key colours: deep blues, marble greys, woody browns) reflects the creative culture of the modern metropolis, whereby design-conscious urbanites strip back the unnecessary to transform compact living spaces with cool, clean lines and, considered, understated elegance.
The shades of Silent Serenity (key colours: soothing creams, desert brown, muted peaches) are inspired by the travels of the global nomad and mindful, multicultural lifestyles that prize natural light and the freedom of the open air.
The Lush Garden (key colours: blue-greens, golden yellow, red browns) palette is a response to the yearning for nature that often accompanies urban living: the allure of tropical forest retreats, and the meditative appeal of the botanical garden.
Of course, in real life, people don’t fit neatly into boxes. This is why Larsen has ensured that Jotun’s 2018 colours don’t just work within the confines of their theme – they can be combined and contrasted to reflect any individual’s sense of style.
Jotun, which was established in 1926, can look back on a long tradition of ground-breaking research and colour innovation. The company is renowned for both the aesthetics of its decorative paints and the protection and durability its powder coatings offer. Over the years, it has become the paint brand of choice for many iconic buildings, including the Eiffel Tower, the Petronas Towers and the Burj Khalifa.