Harper's Bazaar Interiors: Where have you derived inspiration for the 2017 colour palette for Jotun?
Lisbeth Larsen: When we develop our colours we draw inspiration from people and their lifestyles. We observe their behaviours and habits in general, from the way they eat to the places they travel and their preferences of home décor and dress styles.
This year our inspiration came from travel and our aim is to take people on a journey with our collection. Today more than ever before, people have access to travel, whether via virtual journeys or physical. Travelling does not only enrich the mind and soul, but it also provides new ideas to decorate homes. Perhaps it's a rug from Istanbul or home accents from Jaipur in India; the rules stay the same and even apply for revamping your walls.
Our new palette of three different themes of emphasize on accenting homes and aims to take people to three different inspirational spaces around the world: Nordic Living takes the individual into the Nordic countries such as Norway or Iceland where nature is a big inspiration for our colours; grey-blue skies, icy greys and beautiful cashmere colours. Our second theme is the Continental Living which is inspired by historic cities or more ethnic and authentic cities such as Istanbul, India or the Middle East. The inspiration here is drawn from a spice market or a classic hotel and the colours are rich, deep and very warm; hues include a deep red, a burnt orange and an olive brown. In our third collection Urban Living we were inspired by destinations like San Francisco, Miami or perhaps even Tokyo; very hip and young cities embracing the fast pace of life within the small space they live in. With great inspiration from architecture in Miami with the use of mature pinks mixed with greens, this theme also allows u to decorate in smaller spaces.
HBI: Can you describe the creative process and criteria you utilised to select the new colour card and trends for 2017?
LL: When we launch new colours the whole process takes about a year to complete, because it's really not just about picking a nice colour and making it into paint; moreover not any nice colour can look good on a wall. We work on the paint itself and ensure there's the right amount of pigment with our chemists before we reach the final stages of testing on large walls in eight different lights. We don't create colours alone; we create colours that adorn walls.
With respect to staying on par with trends, first to spot trends is a process on its own, but a creative process though. For this year, we travelled to several destinations before the palette was finalised; Copenhagen, San Francisco, Istanbul, India, Milan, London and Dubai. Furthermore, to get inspired, we attended exhibitions such as Salone del Mobile in Milan and Maison&Objet in Paris amongst several others. In the last stages and before finalisation, several workshops are conducted until we are finally satisfied with the selection; this year is a special one because it is all about travel.
HBI: How does the collection resonate with the Middle Eastern consumer?
LL: A significant part of the collection was actually inspired by the Middle Eastern consumer; in fact we find that globally the Middle East is becoming more and more of an inspiration to several industries and people across the world, including design and design enthusiasts. With this in mind, this year we wanted to inspire the rest of the world with the Arabian style and vice versa. Today, Middle Easterns are amongst the most trend savvy consumers always on the lookout for inspiration for home décor and we are proud to have fulfilled this requirement and become trend setters in the arena.
In addition to creating collections that would suite Middle Eastern taste we find that our consumers, where ever they may be, have become more global; trends in general are also global and this is why our colour trends are launched in 39 countries and every consumer finds themselves in one or all of our collections.
For further information on Jotun visit Jotun.com/me/en