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GLOBAL COLOR TREND BOOK COME CLOSER
Trend book for Automotive Paints by BASF Coatings GmbH
For the first time in our history with BASF COATINGS, we’ve found a place not only for the European point of view but also for the American and Asian ones. May we introduce: The wonderful international Design Team of BASF. Exciting! Our first global theme was COME CLOSER. Because that's what it's all about – approaching each other midway with slowness and respect, and finding one’s place in the global world. We also had to really dig in, for now our concept had to work convincingly on a global level. Okay, let's go. But first, the biggest nut to crack was redesigning the book. It had to be expandable, high quality, flexible and affordable. To that we added: modular, robust, "separate, yet together." We developed a concept that we had never seen before in the fancy bookstores around the globe and still haven't. It let us view both themes simultaneously – trends and colors in one. So the reader can read and view the trend world and at the same time enjoy the corresponding colors. That has never happened before – and will never happen again!