Arjowiggins, the world’s leading manufacturer of creative eco-sustainable papers, today announces the rejuvenation of its innovative, high quality paper range Curious Collection.
Building on the company’s world-famous technical know-how and in collaboration with top trend expert Studio Edelkoort, Arjowiggins has developed a new colour palette of 27 metallic and translucent papers.
THE FASHION OF PAPER: CHOOSING THE NEW COLOUR PALETTE
As part of its strategy to maintain the Curious Collection''s position as the world’s most creative range of papers, Arjowiggins commissioned Studio Edelkoort, run by Li Edelkoort (ranked by Time magazine as one of the fashion industry’s 25 most influential specialists), to define current and future colour trends. The results were then used to inspire the new papers to create a choice of intense, luminous shades.
Li Edelkoort explains: “The fashion and paper industries go hand in hand, with catwalk trends having a huge influence on creative papers. The Curious Collection has always been recognised as offering daring, unconventional and cutting-edge papers and my aim with this rejuvenation was to enhance its image and position as the designer’s favourite paper brand.
“By anticipating current and upcoming fashion trends, we developed a new colour palette featuring 27 new shades that meet with demands from the luxury and cosmetics sectors, as well as a refreshed approach to metallics and translucents. The mix of bold and bright colours with softer tones puts Curious Collection at the forefront of creative papers.”
THE CURIOUS STORY - GRÉGOIRE ALEXANDRE
The rejuvenation is being supported by a collaboration conceived by leading advertising agency Reflex with imagery by French photographer Grégoire Alexandre, themed around the Curious Story. The concept centres on photography of a girl’s journey through different, colourful worlds, incorporating paper sculptures and settings into a brochure of unique and striking images. A new movie also demonstrates the making of the Curious Story, showing how the concept has been turned into a reality through the use of Curious Collection papers. Finally, a unique augmented reality application has been created to engage with designers and to direct them to the campaign website www.curiousstory.com.
Grégoire Alexandre comments: “Our aim with this project was to bring the paper to life in a way that hadn’t been seen before. We wanted the colour of the different worlds and the movement captured by the photography to reflect the creativity of the papers and the endless possibilities for designers when working with Curious Collection".
CURIOUS COLLECTION REJUVENATION
Included in the new colour palette are 14 new shades in Curious Metallics and 13 new colours in Curious Translucents. The range also remains fully FSC certified making it ideal for designers looking for a creative but sustainable paper solution.
Arjowiggins has designed a waterfall swatch highlighting the contrasting monochrome shades within the new colour set, providing designers with a fresh and high impact approach to reinvent packaging, communication and design materials.
Gilles Pelissier, Marketing Director at Arjowiggins, comments: “The Curious Collection has been a success story since its inception and it has always been important for us to continuously refresh the range to ensure it continues to lead industry trends. Our overriding objective with this new collection is to capture colour trends in design and fashion, which will enable our customers to create high impact printed communications. Also, as a range created specifically with designers in mind, the rejuvenation campaign has been developed to showcase the papers in new and surprising ways, encouraging designers to push creative boundaries and think outside of the box.”
The campaign has been developed in conjunction with advertising agency, Reflex Paris. The Curious Collection is distributed by merchants worldwide including Antalis and Robert Horne in the UK. As part of the rejuvenation of the range, Curious Particles will move into the Keaykolour brand and Curious Arches becomes a standalone brand.
Building on the company’s world-famous technical know-how and in collaboration with top trend expert Studio Edelkoort, Arjowiggins has developed a new colour palette of 27 metallic and translucent papers.
THE FASHION OF PAPER: CHOOSING THE NEW COLOUR PALETTE
As part of its strategy to maintain the Curious Collection''s position as the world’s most creative range of papers, Arjowiggins commissioned Studio Edelkoort, run by Li Edelkoort (ranked by Time magazine as one of the fashion industry’s 25 most influential specialists), to define current and future colour trends. The results were then used to inspire the new papers to create a choice of intense, luminous shades.
Li Edelkoort explains: “The fashion and paper industries go hand in hand, with catwalk trends having a huge influence on creative papers. The Curious Collection has always been recognised as offering daring, unconventional and cutting-edge papers and my aim with this rejuvenation was to enhance its image and position as the designer’s favourite paper brand.
“By anticipating current and upcoming fashion trends, we developed a new colour palette featuring 27 new shades that meet with demands from the luxury and cosmetics sectors, as well as a refreshed approach to metallics and translucents. The mix of bold and bright colours with softer tones puts Curious Collection at the forefront of creative papers.”
THE CURIOUS STORY - GRÉGOIRE ALEXANDRE
The rejuvenation is being supported by a collaboration conceived by leading advertising agency Reflex with imagery by French photographer Grégoire Alexandre, themed around the Curious Story. The concept centres on photography of a girl’s journey through different, colourful worlds, incorporating paper sculptures and settings into a brochure of unique and striking images. A new movie also demonstrates the making of the Curious Story, showing how the concept has been turned into a reality through the use of Curious Collection papers. Finally, a unique augmented reality application has been created to engage with designers and to direct them to the campaign website www.curiousstory.com.
Grégoire Alexandre comments: “Our aim with this project was to bring the paper to life in a way that hadn’t been seen before. We wanted the colour of the different worlds and the movement captured by the photography to reflect the creativity of the papers and the endless possibilities for designers when working with Curious Collection".
CURIOUS COLLECTION REJUVENATION
Included in the new colour palette are 14 new shades in Curious Metallics and 13 new colours in Curious Translucents. The range also remains fully FSC certified making it ideal for designers looking for a creative but sustainable paper solution.
Arjowiggins has designed a waterfall swatch highlighting the contrasting monochrome shades within the new colour set, providing designers with a fresh and high impact approach to reinvent packaging, communication and design materials.
Gilles Pelissier, Marketing Director at Arjowiggins, comments: “The Curious Collection has been a success story since its inception and it has always been important for us to continuously refresh the range to ensure it continues to lead industry trends. Our overriding objective with this new collection is to capture colour trends in design and fashion, which will enable our customers to create high impact printed communications. Also, as a range created specifically with designers in mind, the rejuvenation campaign has been developed to showcase the papers in new and surprising ways, encouraging designers to push creative boundaries and think outside of the box.”
The campaign has been developed in conjunction with advertising agency, Reflex Paris. The Curious Collection is distributed by merchants worldwide including Antalis and Robert Horne in the UK. As part of the rejuvenation of the range, Curious Particles will move into the Keaykolour brand and Curious Arches becomes a standalone brand.