Jotun Paints is set to showcase its latest range of exterior and interior paints at the 'The Big 5' international building and construction show which starts tomorrow.

The show will run until November 25, at the Dubai International Convention and Exhibition Centre (Dicec).

The company will also launch ‘Jotashield Experience’, a new interactive medium based on ‘Augmented Reality’ 3D technology, which will allow Jotun to increase brand awareness and understanding for its ‘Jotashield’ range among industry specialists and professionals like architects, developers, contractors and market consultants.

“The UAE economy is posed to experience further growth; complementing projections that it will touch Dh1 trillion in 2010. Jotun is gearing towards maximising the opportunities within the construction sector, which is witnessing an upturn as more projects start to become active again,” said Ashish Vasudev, marketing manager, Jotun Paints.

“Our participation at ‘The Big 5’ event is part of our strategic move to expand our visibility among high potential partners, which can lead to further recognition for our ‘Lady Effects’, ‘Fenomastic’ and ‘Jotashield’ ranges as the best in their class.”

Launched under Jotun’s ‘Lady’ brand, ‘Lady Effects’ offers better finish and new interior effects with four unique finishes - ‘Lady Effects Pearl’, ‘Lady Effects Metallic’, ‘Lady Effects Glaze’, and ‘Lady Effects Stucco Antica’ - which allow customers to be more artistic in selecting the colours to complement their lifestyles and personalities.

‘Jotashield’ offers thermal insulation properties that result in superior heat deflection and reduced interior temperature and cooling costs, leading to up to substantial savings in electricity bills.

The ‘Fenomastic’ range include ‘Fenomastic Enamel’, the first lead-free and non-yellowing enamel paint in the region and gives a tough yet smooth finish that lasts long, washes easily and has superior hiding and adhesion; and ‘Fenomastic Gold’, one of the acrylic options and boasts of antifungus properties, anti flames spread certification and crack tolerance up to one millimeter, he stated.-TradeArabia News Service