Breeze Design from the Oceanic Collection and Contemporary Design from the Modern Collection.

THE Oceanic Collection, one of six exciting new collections that form part of Jotun’s innovative Lady Design brand that was launched this year, is just the ticket for busy individuals in the region who want to relax at home after a hectic schedule, says the leading paint manufacturer.

“The Oceanic Collection is a tribute to the peacefulness that comes from being by the ocean. Inspired by colours and the hidden nature of the deep blue sea, this collection allows consumers to dive into a world of serenity and surround themselves with shades and textures of everything from the sea, from turquoise seawater to grainy, sandy beds,” says Claudio Iurilli, Jotun’s regional marketing director for the Middle East, India, and Africa.

The Lady Design brand offers six exciting new collections that empower consumers to show off their distinct personalities on the walls of their home. Based on the latest market needs and trends, the collections were created in collaboration with renowned celebrity interior designer Mona Hussein.

The collections offer distinctive worlds of style, colour, texture and inspiration – ensuring a look for every personality. Apart from the calming, seaside-inspired look of the Oceanic Collection, the range includes the rustic, nature-inspired look of the Natural Collection; the opulent, Arabian vintage-inspired look of the Elegance Collection; the cutting-edge, bold appeal of the Modern Collection; the urban, art-inspired look of the Galleria Collection; and the timeless, ancient stone-inspired look of the Historic Collection.

Commenting on the collections, Hussein says: “People are demanding a lot more these days. They want something unique, something distinctive, and something that shows off their individual sense of style. And by offering customers creative ways to reflect these needs, Lady Design from Jotun creates endless new options and possibilities.”


She also highlights the benefits of wall design. “With a wall design, you could easily replicate the effect of an expensive art piece. It’s also great if you need to add texture to a space. With design wall paints, it’s so easy to replicate a natural material at a reasonable cost, and best of all, it can be changed so you can always replace and update it quite easily whenever you get a bit bored,” she says.

Elaborating on the Oceanic Collection, Iurilli says that the collection will appeal to people who are inspired by the sights, sounds and calmness of the sea. “These people live hectic, fast-paced lives, and are looking for balance when they get home all they want is peace and quiet – a sanctuary where they can totally escape the hustle and bustle of life and reconnect with their souls.”

The several idyllic designs in the Oceanic Collection include Blissful Waters, a design that works perfectly in the bedroom; Breeze, reminiscent of a gentle sea breeze on a summer day; Crystal Coral, a design with a mixture of glossy and matt surfaces that mimics the sparkle and shine of pieces of coral; Sandy Beach, which brings to mind the feeling of walking barefoot on the sand; and Serenity, a design that captures the slowly changing colours of the sun setting over the ocean.

“With this restful collection, consumers are offered the chance to combine their love of the ocean with the love of their personal home spaces. And together with the other five Lady Design collections, the Oceanic Collection is innovating the wall design paints segment,” says Iurilli.


Modern Collection

Meanwhile, the Modern Collection is bold and daring, bringing interiors to the forefront of individual style.

“The Lady Design Modern Collection captures the essence of today’s contemporary, progressive lifestyle,” explains Iurilli.

“From sharp edges and curved lines, to sleek touches and daring design, the Modern Collection allows intrepid consumers to use their walls as a showcase for the latest trends.”

Iurilli also expands on the rather forward-thinking personalities who would enjoy the confidence of the Modern Collection, “These are people who live in the now – no fuss, no clutter, and nothing old-fashioned or dated. Everything about them shows off their bold modern style and attitude. They live to push the boundaries, especially when it comes to the look of their homes.”

Iurilli ... meeting demand.

The range of groundbreaking designs in the Modern Collection include State of The Art, a design well suited for the living room where the shades of gold and silver melt together to make it look like an avant garde piece of art; Metallic Linen, a design that takes an old classic like linen and transform it into something wonderfully modern by adding silver and gold; Contemporary, a design whose fast-moving lines symbolise the speed, connectivity and urban style of today’s world; Dabbed, a very touchable, textured design that is inspired by high quality fabric; and Cutting Edge, a design that’s slick, stylish and wonderfully original.

“Not only is the Modern Collection pushing the boundaries of design, all six of the Lady Design Collections from Jotun also push the boundaries of innovation in the wall design paints segment,” comments Iurilli.

Founded in 1926 in Norway, Jotun established its presence in the Middle East in 1974, with Jotun UAE. Since then, the leading global paint manufacturer has expanded dramatically throughout the region. The company also has state-of-the-art manufacturing facilities in Abu Dhabi, Dubai, Saudi Arabia, Oman and Egypt.

Jotun has been at the forefront in terms of developing products specifically suited to local conditions. Three decades of experience in the Middle East region, has helped the company produce a variety of conventional and specialised coatings – each incorporating the latest technological developments while offering performance with economy. Today, Jotun’s diverse product range includes decorative, protective, marine, floor/concrete protection, powder coatings and intumescent coatings, bearing a testament to the company’s reputation of being truly a single-source solution for clients, consultants and contractors alike.