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AzkoNobel’s ColourFutures 2017.

“A palette that tells the story of our life in a new light trend, with darker and lighter hues that change the mood of a room”. Heleen Van Gent, Head of AkzoNobel’s Global Aesthetics Center, has presented with these words the Color of the Year 2017: Denim Drift. A color that express the value of versatility and the return to a sense of “normality”.

After the orange copper 2015 and the gold of 2016, for 2017 AzkoNobel has chosen a shade of blue. A color inspired by the famous trousers, symbol of the versatility and the informality, trends of contemporary design: born as working trousers, jeans are nowadays a suitable for every occasion, casual and elegant, depending on what it is combined with.
“We understand how essential color is to everyday life” Van Gent has commented. “As well as being practical, paint and color can have such a transforming and uplifting effect on people and the places they spend their time, whether at home, work or leisure.”
As every year, ColourFutures is a moment to think about the role of design in the contemporary society and its ability of capturing the main trends and tendencies, through color. Denim Drift is a complete switch from the last year’s gold, from preciousness to normality, a deep, relaxing breath in the chaotic and anxious time we live in. It is a tribute to hard work and to the ability of rethinking yourself in different situations, a palette that combines the airy feel of the lighter shade with the more dramatic and moody darker ones, avoiding the extremes, always giving a sense of normality.

“Research has shown that consumers lack confidence when it comes to decorating, with 40% actively searching for inspiration”, David Menko, Marketing Director of AkzoNobel Decorative Paints commented. “That’s why we’re focused on driving innovations that improve people’s everyday lives by transforming their living spaces and helping them to choose the right colors and products”.
Denim Drift is not only a palette that tells the time we live in, but also an inspiration on how we can live in it.
Text by Gabriele Masi.

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