Pantone has introduced Pantone 18-1750 Viva Magenta as the colour of the Year 2023. It's a "nuanced" crimson red tone that presents a balance between warm and cool, and a hybrid colour, that straddles the physical and virtual, we're told. 

Assertive but not aggressive, Viva Magenta is a carmine red with a ‘fist in a velvet glove’ approach. It promotes optimism and joy and is an animated red that encourages experimentation and self-expression without restraint. It certainly makes a statement. "Audacious, witty and inclusive of all, Viva Magenta welcomes anyone and everyone with the same rebellious spirit", Pantone said in a release.

Pantone said it also worked with creative partner Huge, to engage in a design experiment that explores the relationship between new technology and human creativity. Working with the AI generative tool Midjourney, the team created the visual manifestation of Viva Magenta by incorporating the messages and ideas embodied by the colour to curate an immersive world that examines the connections between nature and technology.

The key visual is a bold statement that amplifies the fearless yet natural elements of Viva Magenta, 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.

For the first time, Pantone and Artechouse will bring the Pantone colour of the year to life as an exhibition at Artechouse Miami from December 3. The Pantone x Artechouse exhibition, which is built on a four-year partnership between the two companies, is an artistic exploration of the Magentaverse, featuring immersive rooms with textures and interactions.

The exhibition will feature colour explorations in design, space, and technology inspired by NASA and Pantone partners Motorola, Lenovo, Spoonflower, and more that bring Pantone 18-750 Viva Magenta to life.