• City Centre first to collaborate with international colour expert Pantone to create visual representation of Mother’s Day
• Pink (2337C) chosen as the Colour of Mother’s Day
• Public invited to be part of the search for Colour of Mother’s Day in lead up to reveal
Pink (2337C). It’s a colour that instantly brings to mind the strong qualities a mother personifies – compassionate, nurturing and kind-hearted.
City Centre has become the first in the world to have collaborated with US-based Pantone Color Institute™ for Mother’s Day. City Centre malls’ shoppers were enlisted to help the global colour consultancy dedicate a hue to mothers everywhere, which captures all the emotions that one feels for their mother.
Like colour, there are many shades to motherhood. A mother is strong, compassionate, nurturing, protective and empowering. Through a two-day activation, City Centre malls’ shoppers were invited to express their feelings towards their mothers with a set of key questions that would spark their heartfelt responses.
The colour experts at Pantone took the emotions that were expressed by the shoppers and chose five colours that have a direct relevance to them. The public was invited to visit the City Centre website to vote for the colour they found matches their feelings and their mothers’ inspiring qualities. Based on their feedback and with the deliberation of Pantone’s colour experts, City Centre has picked Pink (2337C) as the Colour of Mother’s Day.
“When we think about our mothers, it is often hard to express in words the rush of emotions we feel. This year, we decided to partner with the Pantone Color Institute™ to innovate and identify the first-ever Pantone colour that symbolises motherhood. With the help of our customers’ stories about their mothers and emotional cues, we selected five colours that represent everything she stands for. After the deliberation of Pantone’s colour experts and public votes gathered through the malls’ online platforms, Pink (2337C) has emerged as the colour that strongly represents mothers, making it a signature hue that will instantly evoke all those feelings,” said Nada Abou Saab, Director, Marketing East Region Shopping Malls – Majid Al Futtaim- Properties.
Colour is a powerful tool that can communicate feelings, moods and physiological reactions. Experts at the Pantone Color Institute™ defined the stories shared by the customers into the following five colours – green (7465C), yellow (123C), pink (2337C), red (179C) and blue (277C). Green represents the protective nature of mothers, while yellow alludes to their optimistic outlook towards life and for their children. Pink captures their compassionate and nurturing side and red focuses on their passion and empowerment drive. At the same time, they are always calm and patient, which is represented by the colour blue.
“In honour of the woman whose unending love and devotion we cherish, we introduce a special colour, the Colour of Mother’s Day. Soft yet strong, the colour of Mother’s Day is an inviting floral pink whose kind-hearted nature suggests a loving touch. Capturing feelings of sweetness and tender affection, the Colour of Mother’s Day is infused with nurturing warmth and compassion. This endearing pink shade is the ultimate colour to symbolise all mothers,” said Laurie Pressman, Vice President at Pantone Color Institute™