Every year, Dulux, along with other prominent wall paint brands, unveils its colour trend for the upcoming year, a tradition known as the Dulux Colour of the Year (COTY). Historically, the COTY event has been an exclusive affair, inviting only distributors, paint store owners, and professionals such as architects and interior designers. These events typically took place in the opulent ballrooms of five-star hotels in the capital.
However, 2024 marked a departure from tradition as Dulux sought to engage directly with consumers. This year, they introduced the "Sweet Embrace™" theme through an innovative roomset installation, akin to IKEA displays, featuring walls painted with Dulux's 2024 trend colours. The standout colour, Sweet Embrace™, a pastel pink inspired by the softness of goose feathers and the gentleness of twilight clouds, aims to evoke a warm and welcoming home atmosphere.
The Dulux Colour of the Year 2024 "Sweet Embrace™" exhibition was launched at the Main Atrium of Gandaria City Mall in South Jakarta. This event, themed “Living Your Sweet Life,” was a collaborative effort spearheaded by FAV, which played a pivotal role in bringing the exhibition to life. FAV, a key part of the FAB Indonesia group, is renowned for its innovative approach to brand activation. The collaboration also involved interior designer Rina Renville, who designed the roomset installations, and Wastana Haikal, who produced the launch video.
The colour trend of 2024 emerged from extensive research conducted by AkzoNobel's Global Aesthetic Center. "Through our research, we understand that homes are more than just physical structures for people today. They are sanctuaries where sweet moments are created. Sweet Embrace™ aims to bring tranquillity, warmth, and energy to any space," said Yudhy Aryanto, Country Commercial Head of PT ICI Paints Indonesia (AkzoNobel Decorative Paints Indonesia).
Visitors to the exhibition were treated to a sensory experience, with three colour palettes available under the Sweet Embrace™ theme: WARM, CALM, and UPLIFTING. These palettes help consumers create their desired ambiance, be it a comforting, serene, or invigorating atmosphere. The exhibition also featured a press conference on the opening day, followed by public viewing until the final day. Besides the roomset installations, visitors could engage in interactive games, attend talk shows, experience product demonstrations, and enjoy live entertainment, including a performance by Maliq & D’Essentials on the last day.
Although the public event was a new addition, Dulux maintained its traditional gathering for distributors and stakeholders with a gala dinner at the Intercontinental Pondok Indah. This exclusive event included brand messaging and entertainment, ensuring a comprehensive understanding of COTY 2024.
Interior designer Rina Renville expressed her excitement about the collaboration: "Designing the Dulux House of Sweet Embrace™ allowed us to showcase Sweet Embrace™ as a versatile colour, either as a standalone shade or a base for other combinations. We hope this inspires homeowners to transform their spaces with Sweet Embrace™."
FAV’s role as the mastermind behind this engaging exhibition highlights their expertise in orchestrating captivating brand experiences. As part of FAB Indonesia, FAV’s involvement underscores the group’s commitment to pushing the boundaries of creative activations. Their innovative approach, combined with strategic collaborations, sets a new standard in the industry, making them a key player in the world of brand activation.
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About FAV:
Based in Jakarta, FAV is an innovation-led and tech-driven activation agency. With services spanning from corporate and sponsorship events, PR & roadshow activities, and virtual experiences, the agency has worked with a multitude of clients namely Heineken, Hyundai, Mead Johnson Nutrition, Samsung, LG, Grab, and Gudang Garam, among others.
FAV is part of FAB Indonesia, one of the largest and fastest growing creative business platforms in the region, comprising more than 40+ companies and 1000+ best talents across the creative industry in Indonesia
Learn more about Fav: https://www.instagram.com/fav.indonesia/
For more information, please contact:
Pricillya Gracia
Account Director - FAV Indonesia
e: pricillya.claudia@favum-id.com
p: +62 877-7179-7765