Published on : Monday, February 26, 2018
With the launch of Northern, the brand’s new collection touches upon categories that until now had remained unexplored on its part, building a large-scale lifestyle concept. For Creative Directors Morten Skjærpe Knarrum and Jonas Norheim, details were important.
24 new products available in a wide range colour options created the need for something that could tie it all together. With that in mind, they reached out to Jotun, one of the world’s largest producers of decorative painting, and pitched the idea of a custom Northern shade that could make the perfect backdrop for the new collection.
After explaining their desired direction, exchanging ideas and different collages, the colour experts at Jotun developed a handful of suggestions. The colours were tested on large surfaces and adjusted until it reached what Morten and Jonas think is the perfect shade of green: 7613 Northern Mystic.
Morten explains, “The process of developing a colour proved to be far more complicated than expected. Luckily, working with a serious partner like Jotun, we were certain it wold result in a perfect match.”
“A perfect wall colour should not be the dominating element in a room. Instead, it should create a great backdrop letting the furniture and interior shine – while at the same time being comfortable to live in. I think we achieved just that with 7613 Northern Mystic”, says Lisbeth Larsen, Global Colour Manager at Jotun.
Morten says, “Northern Mystic is exactly the deep and somewhat mystical shade we wished for. We wanted to recreate the feeling of standing in a dim forest, where beams of sunlight seeps through the dense vegetation.”
The result is a shade that creates a sense of harmony around our new products, while also being a great base colour that can be combined with a wide range of shades and interiors.