Research & Information 2013 _ Marketing Group

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CMG European Meeting 2013 2013 European Meeting, Florence, Italy reporting by Anouk Groen

Research & Information 2013 _ Color Marketing Group

CMG Florence 2013

With Florence's famous ‘Ponte Vecchio’ bridge (1345) just down the road from our conference, and a gelatery on every corner, Italy once again proved an inspirational backdrop for the CMG European meeting 2013. Florence is a Renaissance city in the heart of Tuscany with some of Italy’s best museums (including Michael History Angelo’s David). Although we were a smaller group this year (26 participants) the diversity of the industries represented (from architecture to automotive, from designer to producer) made for a creative meeting with inspirational keynotes and dynamic workshops.

Duomo, Florence Research & Information 2013 _ Color Marketing Group

Contents

Contents

INFO: Contributors

Participants Workshops Keynotes: Lisa Foglia Account manager WGSN – IT Tom Palmaerts Youth Trendwatcher Trendwolves - B

Key TREND: REINVENTION Key Color: CU2 Group Results Group 1, Judith Group 2, Anouk Final Results Final Forecast 2013 Final Forecast 2012 END Sponsors

CMG Florence impressions Contents

Research & Information 2013 _ Color Marketing Group

Information

Contributors:

EU Chairperson / organizers: Sharon Griffis, Filip Roscam, Support: Judith van Vliet, Anouk Groen, John West, Mark Woodman, Kiki Titterud, Vicky Syriopoulou Photography: Bram Wijler, Judith van Vliet, Martijn Muller, Ingrid Smith, Aida Fry, CMG members

Participants: 26 Groups: 2 Facilitators: Judith van Vliet, Anouk Groen Co-facilitators: Filip Roscam, Mimmie Bon Persson, Heike Schlosser

Nationalities: Germany, US, the Netherlands, Belgium, Italy, Canada, Sweden, France, Israel

CMG, impressions Research & Information 2013 _ Color Marketing Group

Keynote Speaker Luisa Foglia

WGSN Italy - Key account manager WGSN World wide fashion trend forecasting online service. http://www.wgsn.com/en-us

A/W 14/15 GLOBAL COLOR DIRECTION

INSPIRATION – If you can think it, you can probably print it.

Industrial Evolution – Design by Intuition, open sourcing and 3D printing

Mechanical – industrial and the craftsman IE: Bicycle Chain Sculptures by Seo Yond Doek http://www.fadwebsite.com/2012/10/02/bicycle-chain-sculptures-by-seo- young-deok/

Blood Lines - Sensual Vulnerable Humanity Keynote IE: ‘Soldiers’ by Suzanne Opton, portraits of soldiers stationed in Iraq or Afghanistan, a controversial exhibition that counters the image of soldiers being faceless drones http://www.soldiersface.com

Modern Myth – Folklore and fairytale Designed by Grayson Perry, Gingerbread vacation house in Essex UK.

Spiritual Folk – multi- cultural spiritual meting pot of old and new, east west IE: Photographic art by Dinh Q Le, combines Eastern and Western traditions

Out of the – dreams from the edge of the universe IE: Leo Villareal’s luminous sculptures made with LED

Rendering reality- exploring realism and illusion: splicing, stacking, layering and blending VIDEO: Blood – Champagne Coast: https://vimeo.com/40906281

IE: RGB Colorspace Atlas – Illustrating the color spectrum, digital offset

DOWNLOAD FULL PRESENTATION AT: colour-LAST VERSION.pptx Luisa Foglia https://www.dropbox.com/sh/f78z5j6v5we8uwg/b-nI08fIVx

Research & Information 2013 _ Color Marketing Group

Keynote Speaker Tom Palmaerts

Trendwatcher, Keynote speker, consultant Partner at Trendwolves, European youth intelligence http://www.trendwolves.com

Youth Trends, youngsters aged 12-30, also families, 8-11 year old kids are a booming age. Trend research for next 5-10 years.

Trends 2013: Starts as a horror movie, ‘No hope left ‘Resident Evil’ movie trailer http://www.youtube.com/watch?v=GwGfqxTN18Q Hollywood is now fighting zombies / aliens (vampires are passé, too romantic)

TOTAL LOST experience: Young people are positive, ‘I guess I’m ok’ Not thinking about the universe just their own little place

Women Warriors: How is feminism changing

Video: Azealia Banks – Yung Keynote Rapunxel,http://www.youtube.com/watch?v=fdCGptVzqVU&feature=player_embedded Evolution of Lara croft (see image)

Re-civilization: We are gentile as a society, eating less meat Paleo lifestyle focuses on exercise and power training, hunting Run Raves - Running is the place where you dance and partyhttps://www.facebook.com/TheRaveRun Tom Palmaerts End of RETRO, new aesthetics, new idea of beauty ‘Seapunk’ style, always oceans + blue dolphins http://www.kriziarobustella.com/kriziarobustella/buyonline/ Run Rave SUSPICIONS MINDS: Digital disguises - De-facing (on facebook), making yourself anonymous

SENSE & SENSITIVITY: Emotion – your soft side, nature, body culture Post yourself getting fat, no Photoshop (Lady Gaga body photos) http://www.marieclaire.co.uk/news/celebrity/538515/lady-gaga-hits-back-at-fat-jibes-by-flaunting-her-fabulous-figure.html#index=1 Sensation: “_scape’ a book about Iceland (Iceland airlines) Read feel and smell listen to the book (put it on your head) https://vimeo.com/44202593

Awesome Boredom - Beauty of boredom Youngsters need space and time for boredom http://www.ostrichpillow.com ‘Young people need space to dream.’ Evolution of Lara Croft Download Tom’s presentation at: https://www.dropbox.com/sh/f78z5j6v5we8uwg/b-nI08fIVx Research & Information 2013 _ Color Marketing Group History

Key EU Trend 2013: REINVENTION

Reinvention

The return of craftsmanship, self made or assembled, using old techniques mixed with new, old material (up-cycling), new techniques (3d printing), taking the time to create in our own world.

The fading gender rolls, women going into battle, men going on paternity leave. Multi generation living, young and old together to help each other and at the same time learn about the past and the future.

Your world can be molded to how you want it and who you want to share it with.

IMAGE: Hedonism(y) Trojaner, Horse Sculpture from Computer Keys

Sculpture of a horse that is made out of resin and recycled computer keys and cables. The sculpture references the Trojan Horse of myth (and more recently, computing). The sculpture is by Nuremberg, Germany-based artist Babis Pangiotidis. Research & Information 2013 _ Color Marketing Group

Key EU Color 2013: CU 2

Cu 2 NCS S 4030-Y60R 876C Description: Medium Warm

CU2: Copper stands for the old and the new, the two worlds that connect them. Warm tones from this precious metal energize our daily lives. History

This is nominated as color of the year at CMG for the European Market color directions 2015.

IMAGE: Artemis, goddess of the Hunt Was also the inspiration for the Hunger Games movies. Artemis, goddes of the hunt Group 1 Research & Information 2013 _ Color Marketing Group

Judith’s Group – Results

Group Profiles and Homework Summary:

Mimmie Bon Persson – Sweden, freelance fashion/color designer

Jetlagged Brain: Youth are feeling the social media pressure inspired

Real human body: exercise and eat well, no more skinny models

Verena Becker - Germany, Design manager Renolit , 3d plastics Interior and exterior business. Trend consultancy global.

Fashion is infiltrating Design. Designs made not to be used. No more mass consumption, thinking original, slow food, niche markets, craftsmanship, art, involved, tradition, specialty products

Martijn Muller – Netherlands, GK design automotive graphics Finding new ways to brand with color. The retro trend is dead, ‘neoretro’. New appreciation of traditional entertainment.

Marina Distler – Germany, Paint technician Eckart. Playing with contrast, shadow, bright dark, matt flat, metals, aluminum pigments. Power of nature, catching naturals.

Caroline Hartmann – Germany, freelancer Stahl, design car leather 3D Printing: Worldwide, understanding the Matrix, transform yourself, heal the world. Good vibrations: Dance moves, you can't see, water surfaces, love and respect your dreams, be happy

Juliane Kruesemann Germany, BASF. Pigments effects. Automotive exterior, wood, packaging printing. Organic: mother earth, urban gardening Luxury: indulge in and Individual: multicolor, color blocking, crystals

Orsina Visconti - Italian/French, Freelance designer - textile and fiber General colors for automotive, textile, cosmetics Vegetarian leathers Waterfront blue and silver Bakery, talking about nature, Sweets Marie Antoinette colors

Group 1 Unfakeables; Research & Information 2013 _ Color Marketing Group Unveiling truth, authenticity and transparency. Corporate transparency is needed to Group Judith – Results bind customers to your brand.

New generations (millennials) Key Themes: want transparency and even

co-creation on the future Craftec products through crowd- Sensorial Evolution sourcing platforms for social Unfakeables manufacturing.

Craftec; Brands embrace storytelling The new industrial revolution in from their customers that which inspiration and creativity are allows better product key. The importance of artisan development and service. and craftsmanship. Consumers want products that are authentic, People are tired of ‘fake’ and true and personalized. Local artificial perfection. We want production. to see real women in

advertising that represent the Re-purpose and re-using into real world. Transparency can something new, a new design or a be found in any type of product with new functions. 3D product and material, playing printing of your own designs. By with the feeling of light and 2015 this will become a common shadow. way of producing and personalizing your ideas. 3D prototyping shops are popping up everywhere in the big cities, people can print and downloaded designs in a few hours. People with less resources reinvent furniture, design, crafts and many other objects.

Sensorial Evolution; The jetlagged brainers generation. We are constantly overwhelmed and over stimulated by all the information that reaches us through work, home, travel, by our devices, applications, messengers and social networks. This causes the need for self repair, the need to take it easy and step away. Use all our senses to listen to the needs and our body's. Feel electric vibes, a moment to breathe, come to ourselves and transform ourselves and our lives to be able find out what is important and what not. Filtering information, cocooning away from daily life. This will allow us to feel others again, to see others for who they truly are and show interest in the world and people around us. Group 1 Research & Information 2013 _ Color Marketing Group

Anouk’s Group – Results

Group Profiles:

This group consisted of designers and product managers from various industries leading to a dynamic mixed group:

Pigment (effects), automotive, packaging, architecture, industrial design color systems (Pantone), retail (Walmart), aircraft, art, color trends, fashion, paints, textile, interior and flooring.

Homework Summary:

Filip Roscam – Head of Segment Design marketing - effects pigments Positivism – Kaleidoscope Frozen w/colors that shift, pale look, ceramic texture for car interior Natural pigments / metals / moss mold rust, stone, looks used

LAB scientific laboratory Bio-signs, inspiration for shapes and beauty Bacteria – inside a car Making crystals - scientific coffee maker Food printing: printed pasta, laser cut sushi

Surrealism - Images w/out reason …just because, illusions, fear boredom, comfort zone, balance, feel connected, multigenerational

Bram Wijler – Styling Design & Color consultant Nature: Structure, Birch, Sea, Grass, Woven - Knitting materials Human body: Dance, Art deco style, Romance Working man / industrial

Colors: Nature inspired – happy living

Group 1 Research & Information 2013 _ Color Marketing Group

Anouk’s Group – Results

Homework Summary (continued):

Sybille Abel – paint architecture / stylist book Environmental awareness, respect, sustainability for nature

Individuality for design, search for your group Small world, Imperfection, Spontaneity, Unfinished Simplicity of things, reduce to the essence, sharing Looking at detail - not the big picture

Aida Fry – Color consultant arts painting exterior coloring Color stories, shells stones, not to flashy, decorative art, serendipity Grains – gluten Alternatives; coconut, grinding, botanical potions Anti canned, allergies

David Scott – architect, aircraft interiors Sixtyplussers will be 1 billion in 10 yrs, powerful population, healthy wealthy. Better functionality, specially designed for them (60+)

Emerging markets: Asian / Indian / African Mobile Optimist: Attracted by ads, new ways of communication, proactive mobile services

Julia Canzler – Designer, master batch automotive interior packaging up and coming, dark warm colors, more natural

David Gauthier – Color design manager, PPG Unexpected combos, illusions of texture, sense of the unknown, imperfect, home grown, industrial hand made Frosted blurred look, impression of layers, minty frozen, aged metal

Community effect – Living together Because of cost of living, communal living, old people bringing in young to their big house, exchange, more communication, common activities. They need each other, adapt to conditions. Group 1 Research & Information 2013 _ Color Marketing Group

Anouk’s Group – Results

Homework Summary (continued):

Heike Schlosser – Designer, textile furniture and flooring Emotion rushing – innovative art - Wood grains in furniture

Basalt / bright accents / High tech and nature and color all in one Stagnations - Rich and poor Great gap, so we see & simple designs

Vintage looks - 50’s new combos Old is the new black, Old is the new background for modern furniture

Russian market – opulence, like , bling showoff

Hybrid innovation - New resources - Up-cycling Next nature – website to search for new materials http://www.nextnature.net

Per Nimer – color design manager Akzo, paints Controlled Chaos: Semi solids, Plastic wood, Natural looks fake

Humor - happiness US company makes kids drawings into stuffed animals http://www.childsown.com Painting on old chewing gum http://totallycoolpix.com/2012/03/chewing-gum-art-by-ben-wilson/

Visual solace / beauty natural Bicycle wheel ‘Soft Ride’ http://www.greenprophet.com/2011/10/ron-arad-bike-wheels/

Collaboration: See Saw Table http://inhabitat.com/marleen-jansens-see-saw-table-explores-mealtime- manners/

Globalony: 90% of your fb friends are from the same country

Group 1 Research & Information 2013 _ Color Marketing Group

Anouk’s Group – Results Key Themes: Hunter, Gleamer, Dreamer

HUNTER DREAMER GLEANER Hunter is about the Warrior woman, taking control Dreamer is about the art of Happiness Definition: someone who picks up grain left in over education, economy and politics, music as Switching off, enjoying the beauty of boredom the field by the harvesters or someone who well as in the military. Embracing Humor and illusions collects washed up waist from the beach. IE: There are now 4 Arabic women pilots in the It's the play between the real and the surreal This is a story about up-cycling, using trash as Israeli army Real material made to look fake art or to create new products IE: Women protest groups (Pussy Riot, Femen) Its is the return of craftsmanship and DIY. IE: Women have more degrees than men – Dreaming of how things could be: women dominated job market IE: “I wish this was’ stickers. http://iwishthiswas.cc Multi generational: Mixing of new and old, hand Macho is Over: Men can embrace their softer side craft meets high tech, New ways of Paternity leave, Gay marriage World of confusion: commutations. In France young people are Visual textures, not tactile moving in with elderly for cheap living in return Quiet Riot Illusion of transparency for helping around the house and social For color this means continuation of metals but Pale looks interaction less flashy and more natural. 3D prints Patterns from wild animals Color Stories: Old is the new Black, vintage Dark warm protective colors Embracing plastic And Blood , going in for the kill Natural whites Results

Final Pallet 2010

Research & Information 2013 _ Color Marketing Group

Final European Pallet 2013

Key TREND: REINVENTION

Craftek : A mature and experienced color that represents change, evolution and past knowledge to renew our futures.

Reinvented: This bright exotic orange stands for the curiosity that pushes people to reinvent themselves and their lives. CRAFTEK REINVENTED CU2* PROVOCATEUR NCS S-2050-Y10R NCS S-0550-Y50R NCS S4030-Y60R NCS S-3060-R10B CU2: Copper stands for the old and the new, the two worlds Pantone 7407C Pantone 1565C Pantone 876C Pantone 19-1863 TPX that connect warm tones that this precious metal provides in (aged ) (exotic orange) (medium warm copper) (powerful cool red) our daily lives.

Provocateur: A bluish red that represents the strong powerful women that hunt for freedom and are in search of drama.

Edge of Dreams: Very light clear blue that makes you dream of happiness, the surreal and illusions can be embraced

Turbulence: A bluish metallic silver that stands for the re- purpose and re-use of materials for a new function or design. EDGE OF DREAMS TURBULENCE GLEANER SENSORY VIBES NCS S-1020-B10G NCS S-7010-R90B NCS S-4010-G10Y NCS S-4050-R70B Gleaner: A dirty that represents the plastics that are Pantone 13-4409 TPX Pantone 19-4215 TPX Pantone 16-5808 TPX Pantone 19-3952 TPX washed up on the beach (light clear blue) (bluish metallic silver) (smooth concrete) (electric blue)

Sensory Vibes: An eclectic blue that vibrates on the palette. A color that allows all the senses to be used.

Being: Just being, light, fragile and strong at the same time. Natural and transparent.

Dust: Intimate grayish that represents the unknown, BEING DUST INTIMATE SHADOW MATERIA the surreal, not knowing what it is until you dust it off. NCS S-1005-Y20R NCS S-4000-N NCS S-5020-R50B NCS S-7010-Y70R

Intimate Shadow: A grayish purple that represents silent Pantone 12-0804 TPX Pantone 16-4402 TPX Pantone 18-3712 TPX Pantone 19-1218 TPX moments. Our brains are jetlagged, we search for an intimate (pale softyellow) (light purplish ) (dark dull greyish purple) (muddy mid ) place to cocoon and treasure our private quiet time.

Materia: Sustainable materials as well as upcycled materials, giving a new function as for the formless base of all matter. *CU2 European Color of the Year Results

Final Pallet 2010

Research & Information 2013 _ Color Marketing Group

European Pallet 2012

KEY TREND: SHIFT

KEY COLOR: EDEN BAHAMAS PIGEON (GLOSS) BURST (SEMI GLOSS) RYE NCS S-1020B50G NCS S-4030-R90B TPX NCS S-2070-R NCS S-1070-Y20R Pantone 13-5306 TPX Pantone 18-4020 TPX Pantone 18-1660 TPX Pantone 14-0941TPX (pale ) (greyish blue w/gloss) (bright electric red) (warm dull yellow)

FRAGILE (pearlescent) TOUCH URBAN *EDEN (pearl golden shimmer) NCS S-2010-Y50R NCS S-NCS S 2010-R60B NCS S-2502-B NCS S-4010-G90Y Pantone 13-1012 TPX Pantone 12-2902 TPX Pantone 15-4101 TPX Pantone 16-1105 TPX (pale sparkly gold) (pale skin) (smooth concrete) (light golden kaki)

CHAOS RUBIA FERRUM MAYBE NCS S 8005-R80B NCS S-4040-R10B NCS -7020-Y60R NCS S-6005-Y50R Pantone 19-1530 TPX Pantone 19-1530 TPX Pantone 19-1235 TPX Pantone 18-1112 TPX (deep blackish blue) ((brownish red ) (rusty brown) (muddy mid grey)

* 2012 European Color of the Year Research & Information 2013 _ Color Marketing Group

Information and Links:

Steering Process: The CMG European pallet 2013 is a fusion of the work of 2 groups consisting of 26 color professionals. To come up with this pallet we looked at overlapping colors from each group giving them priority and avoided colors that were similar to last years pallet.

Photos: CMG Florence 2013 http://www.flickr.com/photos/25926612@N07/sets/7

2157634253012632/

End/Sponsors Keynote Presentations: https://www.dropbox.com/sh/f78z5j6v5we8uwg/b- nI08fIVx

With thanks to our Sponsors:

CMG Florence impressions