19 May 2013, Dubai, UAE – Jotun has introduced its new Reveal Edge powder coatings range specially formulated to bring distinct visual character, colour and personality into household products. Created for premium home furniture and appliance vendors and designers, the Reveal Edge range comprises of 20 vibrant metallic colours under four main themes that include matt and sparkle effects. With this collection, Jotun has enriched its portfolio to provide its customers with holistic colour solutions.
Jotun believes that colour and special effects plays a pivotal role in truly compelling product design. With the Reveal Edge series, Jotun hopes designers will take advantage of the evocative power of colour to gain an edge over their competitors. Jotun sees a new role for Reveal Edge to play in a growing trend amongst consumers with more eclectic tastes, who wish to inject personality into their home appliances and products, for display as forms of art.
“Without whispering a word, colour can speak volumes,” says Michele Azouri, Product Manager – Industrial at Jotun Powder Coatings, Middle East. “The colours that fill the spaces around us and clothe the objects within it, affect the way we feel at a subconscious level, the associations and connections we form with products and places and the qualities we attribute to them. This is what makes the Reveal Edge series incredibly potent in the hands of an imaginative designer. Using colour and special metallic effects, one can practically sculpt the mood of any space with a stunning degree of precision”.
The Reveal Edge launches in four colour palettes: Clarity, Foundry, Enliven, and Retrace, representing different moods to infuse a specific collage of emotions into a living space or products. The Clarity collection helps simplify the look of a space by deconstructing the complexity within it, with clean, simple and crisp colours allowing the designer to achieve a minimalistic look. The Foundry collection has a more grounded feel, and contains warm vivid colours that grab attention and either energise or soothe the viewer. The Enliven collection aims to enthral the senses with its deep rich colours giving products a luxurious and elegant look and feel. Finally the Retrace collection is classically modern, with subdued and mystical colours allowing the designer to develop iconic styles in a fresh modern way.
Jotun also believes that colour can be used to dramatically personalise creations. “Our new Reveal Edge range allows designers to tap into the deep desire for individuality amongst today's consumers. It enables product designers to turn the ordinary into the artistic, and transform what was once merely functional into an individual statement. Essentially, the Reveal Edge range is bringing back what product commoditisation had drastically reduced, namely individuality and personality”, adds Michele.
While the powder coating range targets a variety of appliances and furniture, Jotun believes that this category has the potential to grow with the demand for new housing and increased relocations amongst the region's cities.