From our clothes to our homes, the colours that we surround ourselves with are a reflection of who we are and how we want to feel.
This year, Jotun appeals to the artist in everyone with CANVAS – the brand’s new Global Colour Collection for 2024. Designed to provide inspiration and encouragement to anyone seeking to express themselves in their homes, the 2024 Colour Collection showcases 23 colours from Jotun’s collection that are available in the Majestic Sense paint line. The palette includes 10 brand new shades specially developed this year under the direction of Global Colour Manager, Lisbeth Larsen, and in close collaboration with Jotun’s colour technology lab.
CANVAS was recently launched on Saturday and Sunday, 25th & 26th November 2023 with an on-ground event at The Godown Arts Centre, Kuala Lumpur, that showcases the new palette of Jotun’s Global Colour Collection 2024 which includes immersive art installations that invites visitors to experience different colour combinations from the palette. Visitors were welcome to play with swatch materials, mixing and matching colours however they wish, to create their own abstract artwork.
Every year, Larsen and Jotun’s international research team of colour specialists take the temperature of societies around the world. Tapping into emerging trends and cultural currents, Jotun translates these into a colour palette perfectly in tune with modern living.
“When it comes to expressing ourselves, colour is the most powerful tool we have. Even if we don’t always realize it, all of us are brimming with ideas. Sometimes we just need to find the courage to express them. CANVAS is Jotun’s way of giving people that courage; of showing them that, deep down, everyone can be an artist.” Jotun’s Global Colour Manager, Lisbeth Larsen said.
The Global Colour Collection showcases the 23 colours of CANVAS through beautifully styled set design by Oslo creative studio Kråkvik & D’Orazio. Each image portrays intriguing colour combinations and tonal juxtapositions that create interest and generate atmospheres of serenity, rusticity and reflection.
Responding to a growing global trend for calming, centering colours that help us relax, Jotun’s 2024 palette includes a spectrum of nature-inspired greens, as well as fresh blues and soft greys that evoke the meditative shades of sky and sea. Earthy browns and beiges cultivate a sense of groundedness, whereas yellows and golds underpin the ambience with an uplifting touch of joy.
