Jotun’s Global Colour Card 2024 launch event, “CANVAS Colour Design by Jotun,” was successfully hosted at EmQuartier Helix Garden 5th Floor, from 10th to 12th of November 2023. This year, Jotun appealed to the artist in everyone with CANVAS – the brand’s new Global Colour Card for 2024, which is designed to provide inspiration and encouragement to anyone seeking to express themselves in their homes.
The Colour Card showcases 23 colours from Jotun’s collection, including 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.
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. Whenever we choose a colour, we are tapping into our inner creativity, turning our ideas and emotions into visual expressions – in effect, we are making art.
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.
A fresh palette for interior expression
Responding to a growing global trend for calming, centring colours that help us relax, Jotun’s 2024 palette (available in the Majestic Sense premium paints range) 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 “grounded-ness” whereas yellows and golds underpin the ambience with an uplifting touch of joy.
“When it comes to expressing ourselves, colour is the most powerful tool we have. Even if we don’t always realise 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.”
– Lisbeth Larsen, Global Colour Manager at Jotun
The art and science of colour
While encouraging homeowners to unleash their creativity and express themselves freely in their colour choices, Jotun’s 2024 Global Colour Card provides valuable guidance on effective colour combinations – brought vividly to life in its inspiring interior photography. Rooted in the concepts of colour theory, and the principles that have informed artists and interior designers for centuries, the card offers an at-a-glance guide to harmonious colour families and complementary contrasts.
Each interior spread in the Global Colour Card is accompanied by a handy colour-wheel graphic enabling readers to understand the colour combinations featured and the rationale behind the shades selected.
Jotun’s colours of 2024 are:
Jotun retains the rights to all featured images and should be credited for every usage. Media images are available here.
Homeowners can choose Majestic Sense premium paint colours to create unified interiors; pick opposites to inject excitement and interest into the space; or opt for colours of equal levels of intensity for a nuanced combination of different colours with similar levels of shade.
CANVAS launched worldwide in August 2023 with a series of special events taking place around the Jotun world, including immersive installations that invited visitors to explore large freestanding geometric forms and experience different colour combinations at scale. Visitors also participated in hands-on creative workshops, mixing and matching colours however they wish, to create their own abstract artwork.
Make Your Home Your CANVAS: 10-12 November, EmQuartier Bangkok
The launch event was honourably attended by the Norwegian Ambassador to Thailand, H.E. Astrid Emilie Helle, and featured guest influencer appearances, expert Q&A sessions with architects and designers, Colour Workshop and Jotun Colour Wheel demonstration for hands-on pairing of tones, plus exclusive Colour Consultations with the Jotun Colour Expert. The program comprised activities and photo opportunities among the huge hanging fabric canvas displays, which set the stage for guests to unleash expressions of creativity, with a range of exhibits and activation areas that captured the imagination with Majestic Sense premium paints.
