Spreading color culture through a diverse range of products, distinctive exhibitions, and color collaborations
Noroo Paint is raising the value of color in Korea's interior market through color collaborations with a variety of products.
In particular, Noroo Seoul Design Studio (NSDS), Noroo Paint's specialized color research institute, recently completed the development of a differentiated color collaboration with Winia Dimchae. The color home appliances proposed through the collaboration between Winia Dimchae and NSDS primarily target the MZ generation, an emerging consumer group in the home appliance industry. The project focused on analyzing lifestyles in order to propose concepts and colors that perfectly match product functions and consumers' usage flows, and a key feature is that the colors were composed according to the tastes of MZ generation consumers who regard home appliances as part of interior design. By analyzing each space where the products would be placed one by one, the most suitable colors were selected for each major interior style. With the goal of creating not merely home appliances but "interior-tailored home appliances," the products feature vivid accent colors and a design differentiated from those of other manufacturers. For the main colors, a total of nine color palettes were proposed under three themes: "Alive Digital Life," which enjoys a vibrant present and delivers new stimulation; "Ethical Mood," which reflects stability, balance, and ethical values; and "Make My Identity," which expresses each individual's unique taste and personality. Through its joint development with Winia Dimchae, Noroo Paint plans to release within the year new products—including refrigerators, air conditioners, and rice cookers—featuring colors preferred by the MZ generation. Han Kyung-won, director of NSDS, said, "This collaboration began with a strategic request from Winia Dimchae, which caught on to consumers' demand for home appliances that harmonize with their interiors as they spend more time at home, and we will continue this partnership going forward."
In addition, Noroo Paint unveiled the "Pantone Paint & Lumir Curve Lamp" lighting, produced in partnership with the lighting brand "Lumir." As the stay-at-home trend prolonged due to the coronavirus, the product was designed as a new stay-at-home interior item for people who have to remain indoors. It comes in a total of six types and is offered in eight colors—navy, blue, deep green, emerald, silver beige, yellow, pink, and brown—allowing users to choose their desired color and decorate to their own style. The product also consists of the "Lumir Curve Lamp Set" (main body, smart bulb, socket) and the Pantone Paint painting kit (wood & metal paint, foam brush, alcohol swab), designed so that even those painting for the first time can apply it with ease. The smart bulb, the core of the lamp, attaches simply to the main body with a magnet so that no assembly is required, and users can turn the light on and off via a smartphone linked to an app, as well as set a timer so the light turns on at a desired time. Moreover, the brightness and color can be adjusted, so it can be used to suit various situations such as reading or sleeping. The colors were selected by NSDS (Noroo Seoul Color Studio), Noroo Paint's specialized color consulting research institute. In particular, they were chosen as colors that serve as an accent in the interior while also harmonizing well with the surrounding decor, and were selected with meticulous calculation down to the difference in illumination depending on whether the light is on or off. Completed in colors not seen in existing lighting, the curve lamp has the advantage of being small yet eye-catching, serving as a focal point in a space. In particular, "Pantone Paint Wood & Metal" has superior adhesion compared to ordinary water-based paint, along with good scratch resistance and water resistance, making it suitable for painting metal accessories. It contains natural oils and has received eco-friendly certification, so it can be used with peace of mind. Furthermore, using magnets, it can be utilized like a memo board or a photo frame, can also be used as a holder for hanging accessories or glasses, and can even serve as wall lighting by hanging the lamp on a wire on the wall. Those working from home can place it on either side of their desk and use it in any direction.
In addition, Noroo Paint carried out a collaboration with Vitz Lighting to provide a space-tailored design service, introducing "one-on-one customized consultations" and "package products," which earned a favorable response from consumers. In this collaboration, which proposed lighting suited to spaces styled with color, interior experts from both companies provide interiors optimized for the environment through on-site consultations, and everything from consultation to paint and lighting installation was carried out as a full package. Noroo Paint uses premium Pantone Paint and realizes more than 2,100 TPX colors.
Beyond this, Noroo Paint continually carries out distinctive exhibitions and color collaborations to spread color culture and enhance its value. By dyeing exhibition spaces in Noroo Paint's diverse colors, the company is actively promoting the power of color, which delivers not only aesthetic function but also psychological effects in a space. Over time, Noroo Paint has carried out numerous exhibitions and color collaborations, including Happy Inside, the Moomin Original Artwork Exhibition, the Nobel Prize Special Exhibition, the Michelangelo Special Exhibition, the Erik Johansson Photo Exhibition, Goodbye Pooh, the Bluebird Exhibition, Life Photo Studio 2, and Picturesque House. In particular, the Michelangelo Special Exhibition held last year drew attention by vividly reproducing through media the works of Michelangelo, a master revered worldwide. Also, at the recently held Erik Johansson Photo Exhibition at the 63 Art Museum, Noroo Paint created a special space where the works of the genius photographer could be enjoyed in Korea through its sponsorship. Seven carefully selected colors of Pantone Paint were used to express the theme of each space. In addition, the application of "Soon&Soo Antiviral V-Guard" drew the attention of visitors. Erik Johansson, who visited Korea for the exhibition, said of Noroo Paint's colors, "The colors are truly impressive and harmonize wonderfully with the works. The different color for each section sets the mood beautifully." In particular, he was amazed by the "Soon&Soo Antiviral V-Guard" paint, saying, "I've never come across a paint like this. It's a paint that is truly needed amid COVID-19." He also welcomed the fact that the Pantone Paint color numbers and names were marked on the exhibition hall walls, saying, "It's a great way for those interested in color to apply it right away."
Noroo Paint also drew attention by carrying out a Color Planning Hall collaboration at the 2021 Busan Home & Table Deco Fair. Noroo Paint sponsored its COVID-19 antiviral paint "Soon&Soo V-Guard" and "Pantone" paint to set up a special booth. The 2021 Trend Color Planning Hall, a collaboration under the theme "Transformation into a Safe Space," was created with the antiviral paint "Soon&Soo V-Guard." Tile Pink, which delivers the comfort of warm light streaming in through a window, is a color that makes a space soft and gentle, providing a plain and simple atmosphere. Together with the rattan collection of the furniture brand Hailey, which proposes a cool, refreshing resting space under the sunlight, it created a harmony of natural sensibility, allowing visitors to feel its distinctive warmth and comfortable charm. A Noroo Paint official said, "Since this exhibition brings together a diverse array of living styles in one place, we decided to carry out the collaboration as we judged we could create synergy with Noroo Paint's technological capabilities," adding, "We are pleased to be able to convey that paint, which forms the most important foundation of interior design and home decor, helps provide not only aesthetic satisfaction but also psychological stability."
▲ Color home appliances proposed through the collaboration with Winia Dimchae
