BASF's new trend collection is entitled RAW. The title aims to convey the designers' expectation to do more than create new automotive colours. The designers at BASF's Coatings division set out to design essential colour concepts.
The 2015-2016 BASF collection features approaches for the display of social trends and translates them into distinctive colours. "Continually challenging the consumeristic attitudes and searching for alternatives is also making itself felt on a global level in the world of colours of the RAW collection," said Astrid Van der Auwera, Global Strategic Marketing at BASF Coatings.
The RAW trend book addresses these complex changes and indicates how the call for more character/originality rather than more marketing can be implemented in automotive colours in the future. For instance, in the coming years, colours will employ unusual textures and surfaces to shape cars' character.
This way, surfaces will get a more haptic appearance, either literally, by means of new concepts that use a perceptibly rough coating, or visually, owing to the specific composition of the pigmentation.
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