Pantone created an immersive experience and virtual space to bring to life ‘Viva Magenta’, the colour selected by its experts that will define the year ahead.
In partnership with creative agency Huge, Pantone created a virtual world in Viva Magenta using AI generative tool Midjourney. It’s a design experiment that explores the tension between technology and human creativity.
An exhibition premiered at Art Basel Miami Beach brings the colour and the metaverse concept to life for visitors with a series of gallery rooms and installations. It’s designed to let visitors immerse themselves in the colour with a full-on sensory experience.
The colour was chosen to be assertive but not aggressive. ‘It is a carmine red that does not boldly dominate but instead takes a fist-in-a-velvet glove approach. Exuding dynamism, PANTONE 18-1750 Viva Magenta is a transformative red tone capable of driving design to create a more positive future,’ says Pantone’s team.
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