Jotun Paints, a leader in paints and coatings, has joined hands with top furniture retailer Home Centre towards promoting Jotun’s latest range of paints at the latter’s retail outlets in the Middle East.

Jotun’s new range Colour Trends 2011 consists of new colours and hues conceptualized by a select group of design professionals after intensive research to reflect Arabic culture and lifestyle, a statement said.

The new line is made up of four trends — six colours per palette in each trend that can be achieved through using Jotun’s Fenomastic and Lady Essentials paints, according to the statement.

The new Colour Trends 2011 are expected to set a beautiful tone to the home space this year with inspiring and trendy colours of Festival of Colours, From the Earth, The Princesses and Generations.

The line-up also aims to complement this year’s growing trend of more eco-friendly raw forms of design; focusing on basic elements like greenery, mud, wood and stone.

The Princesses provides users with a more chic and romantic look while Generations pays tribute to age old ethnic patterns. Festival of Colours provides a back draft for celebrating life and creates an ambience for eternal festivities, the statement said.

“Our strategic partnership with Home Centre will allow us to promote this year’s edition of Colour Trends,” said Ashish Vasudev, marketing and retail manager, Jotun Paints.

“Home Centre’s strong presence across key locations in the Middle East gives us the confidence of hitting our target markets.”

“Colour Trends 2011 strongly reflect modern Arab culture and lifestyle and is perfect for different interior design possibilities in today’s modern home. This new line is the result of the effort and time rendered by our designers in trying to come up with the perfect line of colours and hues that can best create different atmospheres and ambiences that best reflect the Mena region,” he added.

“Our customers in the Middle East are slowly ushering in new trends like the use of more earthy colours and patterns, however, bright colours and interplay between dark and light hues will still be fashionable,” Vasudev continued.

“Our new collection also strongly shows the Arabic characteristic of love for tradition and culture--that is why we also have a fourth trend for 2011 known as Generations or Ajiyal,” he concluded. – TradeArabia News Service