Paint specialist, Dulux, meanwhile, settled on the distinctly more subtle and less revolutionary purplish tone, ‘Heart Wood’, for its choice this year. Heart Wood is described by Dulux as “a beautiful warm neutral with a hint of heather” and undertones of taupe and mauve.
The cozy and serene Heart Wood appeals to the sense that interiors are ‘shifting towards simplicity’, as people’s homes are increasingly viewed as their sanctuary in an ever-more confusing and unpredictable world.
This versatile contemporary neutral was selected by a global panel of experts from industries as diverse as architecture and technology, who were particularly inspired by the beautiful woods materials that are so popular across home interior and architecture. It’s rather as if a classic shabby-chic hue had a clean, contemporary makeover.
This soft, comforting shade is – if complemented by the right materials – a perfect blend for the still-popular Hygge trend that swept to the UK from Scandinavia on an icy wind. This frosty external environment has made consumers want to snuggle up beneath a sheepskin throw on a velvety sofa wearing organic wool socks whilst browsing the internet for new knitting yarns.
Not just for the stay-at-home log cabin types, however, Heart Wood also hits the spot for on-the-move urban dwellers who favour clean, modern, no-fuss functional designs. This is safe, neutral colour that works equally well on table or kitchenware as it does on home textiles, accessories and soft furnishings.
Showbusiness Interiors magazine describes how Heart Wood can be used to produce a ‘calm yet contemporary feel’ when “mixed with cool greys and masculine blues”. For a more stylishly vintage look it blends well with taupe, mustard and terracotta shades. In terms of materials, Heart Wood loves both warm, coppery metals, beige or white woods and leather.
Social media influencer, Lily Pebbles also produced a lifestyle feature based on Heart Wood. Describing her design concept, she said: “We decided to turn the room into a cosy snug, to use both as a spare bedroom for guests and as an ‘offline hangout’ for us. Heart Wood is a neutral but warm colour with a hint of heather and it works so well in the space. I found it really easy to pair with other colours, even greens and pinks.”
There is still time for independent retailers to get on board with this trend for the SS/2018 season and well into Autumn. This beautifully sophisticated Volupsa Home Fragrance Gift Set, for example, manages to hit both the Heart Wood and Ultra Violet themes with a design that’s simultaneously subtle and dramatic.