Global leader in colour expertise Pantone has decided to welcome Viva Magenta 18-1750, which vibrates with vim and vigour, as the Color of the Year 2023.
The roll-out also involves a series of brand collaborations and an immersive exhibition dubbed ‘The Metaverse’. What is important is that Pantone has drawn inspiration from nature and what is real at a time when virtual worlds have become a part and parcel of our every-day lives.
“It is a shade rooted in nature descending from the red family and expressive of a new signal of strength. Viva Magenta is brave and fearless, and a pulsating colour whose exuberance promotes a joyous and optimistic celebration, writing a new narrative. Viva Magenta is powerful and empowering, a new animated red that revels in pure joy, encouraging experimentation and self-expression without restraint, an electrifying, and a boundless shade that is manifesting as a stand-out statement. Pantone 18-1750 Viva Magenta welcomes anyone and everyone with the same verve for life and rebellious spirit. It is a colour that is audacious, full of wit, and inclusive of all,” elaborates Leatrice Eiseman, Executive Director, Pantone Color Institute.
US-based brand collaborators have started incorporating Pantone’s Viva Magenta in more ways than one. Manufacturer of wireless communications and electronic systems Motorola is said to produce a special edition of its Motorola Edge 30 Fusion smartphone in Viva Magenta, while Hong Kong-based parent company Lenovo has expanded the partnership to PCs and tablets.
Wellness and fitness firm Hydrow will be producing five new colourways of its Wave Rower, including Viva Magenta, where users for the first time can opt for a rowing machine with an exterior that matches the empowerment and exuberance felt on the inside when completing the workout.
Spoonflower, a premier print-on-demand online fabric, home décor, and wall paper destination is offering special designs by six independent artists featuring a custom Vivid Magenta colour palette.
Besides teaming up with creative growth acceleration company Huge and research lab Midjourney, Pantone has extended its hand to experimental art specialist Artechouse, to create an immersive exhibition and artistic exploration of the Metaverse at Art Basel Miami Beach.
