CARLSTADT, N.J. – Pantone’s color of the year for 2023 is a nuanced crimson red tone that presents a balance between warm and cool. It’s called Viva Magenta.
“As virtual worlds become a more prominent part of our daily lives, we look to draw inspiration from nature and what is real,” said Leatrice Eiseman, Pantone Color Institute’s executive director. “Viva Magenta descends from the red family, and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known.”
Eiseman said Pantone worked with its creative partner Huge to engage in a design experiment that explores the relationship between new technology and human creativity. Working with an artificial intelligence generative tool, the team created the visual manifestation of Viva Magenta (Pantone 18-1750) by incorporating the messages and ideas embodied by the color to curate an immersive world.
The key visual amplifies the fearless yet natural elements of Viva Magenta, according to the company. Designed with the help of artificial intelligence, it serves as an invitation into an optimistic and endless new ecosystem to be explored, called “the Magentaverse.”
“The last few years were transformative in many ways in terms of people’s sense of self, and the way well-being, priorities and identity are being thought about,” said Laurie Pressman, Pantone Color Institute vice president. “As a result, space has been created where we are free to explore and be accepted for exactly who we feel we are. We are creating a dynamic world that encourages experimentation, one that leverages the virtual within the physical realm and emboldens our strength and spirit to explore groundbreaking possibilities.”
Building on this experiment, Pantone and Huge collaborated with experiential art company Artechouse which designed a custom immersive experience that allows the public to explore “the Magentaverse” first-hand. This exhibition, which is built on a four-year partnership between the two companies, features immersive rooms with textures and interactions that plunge attendees into an array of visual, auditory and tactile experiences of Viva Magenta.
This is the first time that Pantone is bringing the Color of the Year to life as an exhibition as part of Art Basel Miami Beach which opens to the public tomorrow. The exhibition will feature color explorations in design, space, and technology inspired by NASA and Pantone partners Motorola, Lenovo, and Spoonflower, among others.