With the launch of Northern and our new collection we have gone far beyond our borders to create. Touching categories that until now have remained unexplored on our part, building a large-scale lifestyle concept. For Creative Directors Morten Skjærpe Knarrum and Jonas Norheim, details were important. 24 new products available in a wide range of colour options created the need for something that could tie it all together. With that in mind, Morten reached out to Jotun, one of the world’s largest producers of decorative painting, and pitched the idea of a custom Northern shade that could make the perfect backdrop for our new collection. And guess what – Jotun said yes!
Creating the perfect shade
After explaining our desired direction, exchanging ideas and different collages, the colour experts at Jotun developed a handfull of suggestions. The colours were tested on large surfaces and adjusted until we reached what we think is the perfect shade of green; 7613 Northern Mystic. – The process of developing a colour proved to be far more complicated than expected, Morten explains. – Luckily, working with a serious partner like Jotun, we were certain it wold result in a perfect match.
– A perfect wall colour should not be the dominating element in a room. Instead, it should create a great backdrop letting the furniture and interior shine – while at the same time being comfortable to live in. I think we achieved just that with 7613 Northern Mystic, says Lisbeth Larsen, Global Colour Manager at Jotun. – Northern Mystic is exactly the deep and somewhat mystical shade we wished for, says Morten. – We wanted to recreate the feeling of standing in a dim forest, where beams of sunlight seeps through the dense vegetation. The result is a shade that creates a sense of harmony around our new products, while also being a great base colour that can be combined with a wide range of shades and interiors.
The ‘Meet Northern’ exhibition
During Stockholm Design Week in February we invited everyone to ‘Meet Northern’, an exclusive exhibition of our debut collection curated by talented Set Designer and Photographer Tekla Severin. An entire art gallery was furnished in all new Northern and painted in beautiful twilight shades by Jotun – including our own Northern Mystic. A great way to introduce our new lifestyle collection and the shade 7613 Northern Mystic to the outside world!
Tekla is a Stockholm based interior architect working in the multidisciplinary field of art direction, set design and photography.
Photo by Tekla Severin
List of Jotun LADY Pure Colors used at the ‘Meet Northern’ exhibition, starting with first image:
20047 Blushing Peach and 4143 Anemon
7613 Northern Mystic
20047 Blushing Peach, 2846 Bordeaux and 10001 Dijon Yellow
20047 Blushing Peach and 7613 Northern Mystic
10580 Soft Skin
4143 Anemon and 20046 Savanna Sunset