The Lady Design ‘Modern' Collection takes walls to the cutting edge

21 October 2013 - Jotun's innovative Lady Design brand was launched this year and offers six exciting new collections that empower their 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.

Mona explains further, “People are demanding a lot more these day. They don't just want the same old boring thing everyone else has. 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's changeable so you can always replace and update it quite easily whenever you get a bit bored.”

The Lady Design Collections offer six distinctive worlds of style, colour, texture and inspiration – ensuring a look for every personality. There's the rustic, nature-inspired look of the Natural Collection; the rich, Arabian vintage inspired look of the Elegance Collection; the calming, seaside-inspired look of the Oceanic Collection; the urban, art-inspired look of the Galleria Collection; the timeless, ancient stone-inspired look of the Historic Collection; and of course the cutting-edge, bold appeal of the Modern Collection.

“The Lady Design Modern Collection captures the essence of today's contemporary, progressive lifestyle,” explains Claudio Iurilli, Regional Marketing Director, Middle East, India, & Africa of Jotun, “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.”

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.