REDISCOVER: Classic hues and fresh ideas combine to tell new stories
‘The colours we choose for our homes reflect the times we live in. Now is the time to cherish what we have, making room for the new without forgetting the beauty of the old.’ – Lisbeth Larsen, Global Colour Manager, Jotun
For 2021, Jotun unveils REDISCOVER, a collection of newly developed colours complemented by timeless hues carefully selected from the company’s extensive archives. Designed to be mixed and matched, the 29 shades can be deployed in countless combinations to create 21 century interiors that relax, energise and inspire.
Every year, Jotun introduces a new collection of colours formulated and selected to reflect the mood and ideas of the present moment, but this year is different. When times are uncertain, we find comfort in the familiar, and our homes more than ever become our sanctuaries, where we can feel safe, secure and at peace. Lisbeth Larsen, Global Colour Manager at Jotun, and her team have responded to the unpredictability of the times we live in by venturing into the Jotun archives and finding fresh inspiration in the colours of the past.
These last months have given all of us opportunities to reflect on our lives and lifestyles, and to properly appreciate how the choices we make affect ourselves, our homes and the wider world. At the same time, the growing importance of sustainability is calling into question the unthinking pursuit of the new now making the most of what we have has never been more essential. Jotun’s new Global Colour Card, REDISCOVER, is a response to both these cultural currents.
‘During periods of turmoil, our homes become more important. We long to feel safe and secure. Colour can help us achieve that, by cultivating nurturing atmospheres as our needs change from day to day and room to room. Beautiful, timeless colour combinations can create truly stylish home s and surroundings that both reflects our identity and creates a comforting sense of sanctuary.’ – Lisbeth Larsen
Jotun has created colours for nearly 60 years and its library now spans thousands of hues. Traditionally, the annual colour card would showcase Jotun’s newly created tones for the home, but this year, Jotun’s colour card demonstrates how a select group of new colours can be combined with shades developed across the past six decades – timelessly inspiring hues that can be called on to tell new stories in our homes. After all, no matter the colours we choose, the truly considered home never goes out of style.
Designed to inspire Jotun customers to create beautiful combinations of their own, the REDISCOVER colour card presents the 29 colours selected or created for 2021 in four palettes – four distinct colour stories – and brings them to life with inspiring imagery by Line Thit Klein, featuring the colours at play in multiple interior settings, styled by Oslo creative studio Kraakvik & D’Orazio.
‘REDISCOVER is our response to the times we live in, and we are excited to present our four colour stories – each one unique, but all offering a sense of stability and a contemporary aesthetic shaped by the fusion of past and present.’ – Lisbeth Larsen