La célèbre marque Pantone, qui réalise les nuanciers de couleurs reconnus internationalement, se diversifie en lançant une large collection de produits dérivés. Chacun peut choisir son objet en se basant sur leurs couleurs et ainsi demander le mug 286 C, la boîte 377 C ou encore la chaise 186 C. Pantone Universe fait entrer la couleur dans notre intérieur pour le plaisir de tous.
Du nuancier…
À l’origine fabricant d’encres pour les professionnels, la société Pantone édite un nuancier de référence où chaque teinte est associée à une référence alphanumérique, qui permet un aperçu fidèle des rendus d’impressions des encres Pantones®. Les teintes Pantone sont des couleurs normalisées et référencées dans un échantillonnage appelé nuancier ou « pantonier ».Très répandu dans les milieux créatifs, le pantonier est une véritable source d’inspiration pour la conception de produits et l’expression de la créativité, par les professionnels du graphisme. Le nuancier garantit une uniformité dans la communication et l’image d’une entreprise que ce soit pour les supports web, papier ou autre.
aux produits dérivés
Depuis quelques années le nuancier américain s’est transformé en une marque branchée associée à de nombreux produits et services comme l’application MyPantone disponible sur iPhone. Pantone Universe propose une large gamme d’articles basée sur les palettes de couleurs. La collection, composée d’objets pour la maison – tables, vaisselles – d’articles de papeterie, d’accessoires et de vêtements, associe un design et des matériaux modernes avec des couleurs tendances tout droit sorties d’un des célèbre nuancier de la marque.
Mais le summum de la stratégie de diversification de la marque est le Pantone Hôtel, situé dans le centre-ville de Bruxelles, conçu par le designer d’intérieur Michel Penneman et l’architecte Olivier Hannaert, il reprend les palettes de couleurs Pantone. Doté de 59 chambres confortables et subtilement aménagées, l’hôtel marie esthétique chic et colorée. Chacun des sept étages du Pantone Hôtel est éclairé par des palettes de couleurs différentes aux nuances distinctes, vives ou douces qui répondent aux émotions des hôtes. Pantone Hôtel expose le plus grand choix de produits Pantone universe au monde, tous disponibles à l’achat sur place. Ils sont également vendus sur le site de la société et dans des magasins de décoration ou autres.
Présentation du Pantone hôtel par les architectes
C’est au début des années 2000 que Pantone s’est rapproché du design et de la décoration, en utilisant une stratégie de “brand stretching” (extension de marque, son nom et ses couleurs sont vendus sous licence) basée sur la démultiplication d’un univers, en l’occurrence les couleurs de ses nuanciers. Ce phénomène est aussi une aubaine pour la société Pantone : un excellent et très lucratif moyen de diversification, il permet également à la marque, bien connue des designers d’acquérir une image grand public en devenant le leader de la création et de la commercialisation de produits (Pantone Universe) qui expriment la couleur et, à travers ces derniers, de développer et dynamiser l’image de Pantone en tant que référence.
La couleur est un excellent moyen de différentiation mais il faudra veiller à ne pas lasser le consommateur en proposant une gamme de produit trop large.
| La petite histoire du Pantone |
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