Dulux: Colour of the Year 2024

To unveil the 2025 colour, A*live designed an immersive, thought-provoking experience. Guests began in a colourless walkway, imagining a world without colour, before participating in interactive experiments linking colours to emotions and senses.

The journey led to the Museum of Colour, where each of the past 21 years’ colours was displayed alongside memory-triggering objects. The experience culminated in the grand reveal of “True Joy,” the 2025 Colour of the Year, leaving guests inspired by the power of colour in everyday life.