LA designers will be in awe when find out that designer Jonathan Adler was approached and hired by Kimberly–Clark Corp. to create chic toilet paper cover designs for their Cottonelle brand.
In an effort to promote their new formulation 30 percent stronger Cottonelle toilet paper, Kimberly–Clark will forgo traditional advertising in exchange for bold, colorful graphics printed on limited–edition boxes to hide additional rolls.
When it comes to buying toilet paper at your local Los Angeles Target or CVS retailer, people usually don’t pay attention to which roll they purchase or they base their decision on brand loyalty sticking to the same one for decades.
However, toilet paper is a $10 billion dollar industry.
"Consumers shop on autopilot and shop quite a bit on deal, in the toilet–paper aisle,” said Kurt Simon, brand director for Cottonelle, requoted from a Miami Herald article.
"They tune out when they go into the aisle. And, largely speaking, they tune out (toilet paper) advertising as well."
This is the first time that a toilet paper company has stepped outside the box with their advertising.
Kimberly–Clark approached interior designer Jonathan Adler to create three designs conveying his signature style of bold colors combined with pop graphic prints for the toilet paper covers, “Barjello Blue”, “Chevron Pink” and “Clover Green”.
"Until now, toilet paper has been a relatively untouched canvas," Adler said. "I don't get calls every day to design spare toilet roll covers, but I believe every piece in your home, no matter how unexpected or mundane, should be fabulous."
Alder’s design style is reminiscent of the late–1960s when the music scene and drug culture brought about the psychedelic era with a fluorescent explosion of color in blue, lime green, vibrant yellow, fluorescent orange, fluorescent red, fluorescent pink, violet and magenta.
The 1960s was marked by two distinctive styles: a lot of revivals, including Art Nouveau which is an international art movement and style of decoration and architecture of the late nineteenth and early twentieth centuries, characterized particularly by the curvilinear depiction of leaves and flowers, often in the form of vines. These might also be described as foliate forms, with sinuous lines, and non–geometric, "whiplash" curves, said Artlex.com.
And to a lesser degree, Art Deco that is characterized as an art movement involving a mix of moderndecorative artstyles, largely of the 1920s and 1930s, whose main characteristics were derived from various avant–gardepainting styles of the early twentieth century. Art deco works exhibit aspects of Cubism, Russian Constructivism and Italian Futurism— with abstraction, distortion, and simplification, particularly geometricshapes and highly intense colors— celebrating the rise of commerce, technology, and speed, quoted from Artlex.com
Andy Warhol and Peter Max became popular with artwork that has subsequently come to signify the sixties.
Adler said the uniqueness of the toilet paper covers appealed to him and he wanted them to be "bold, punchy and mood–enhancing" and tried to infuse a "pop–art element."
Adler was born in a farm town in New Jersey and his love of design began when at 13–years–old he begged his parents to buy him a pottery wheel and kiln. In 1994, he showed pots to Barney’s and got an order. Adler opened his first store in Soho four years later and in 2001, he became bicoastal when he opened a second store in Los Angeles.
Fast–forward to 2011 where Adler’s design style is recognizable with bold color and pop graphics in his work ranging from furniture, pottery, wall décor & art, pillows, bedding, and accessories. He also offers a full range of interior design services and has 15 store locations in the U.S. and 1 location in the U.K.
Adler has three store locations in Southern California: 8125 Melrose Avenue, Los Angeles; 1318 Montana Avenue, Santa Monica; and 579 Newport Center Drive, Newport Beach, CA.
The new covers designed by Adler will be available in January at respecttheroll.com for a shipping charge of $1.99 plus an offer code from a package of Cottonelle toilet paper. Or you can order one now for $3.99, including shipping.
Hurry LA designers and get your creative inspiration muse as the offer to purchase Adler’s toilet paper cover designs will only be available until April 30, 2012.
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