Get ready to see it everywhere: ultra violet, a purple shade which comes from an encounter of deep-blue with vibrant-red, is the Pantone Institute’s colour of 2018. Far from conventional, it contains a precise historical and emotional meaning. Ultra violet communicates originality, naivety, creative and visionary thinking – concepts that go beyond the past and project us towards the future. If greenery celebrates the relationship with nature and a more intimist and romantic approach, ultra-violet connects to the unceasing technological and progressive wave. This combined with creative and artistic inspiration, becomes an innovative virtuous circle. This choice does not stem from a design whim, but rather from a profound reflection on what the world needs today.