Jotun Paints has launched its 1,000th Multicolor Center (MC) in the Middle East. Located in Al Qusais, Dubai, the new center is part of the paint manufacturer’s ambitious plan to establish a total of 1,000 MCs in the region before the end of 2008. Company officials are also looking at doubling the number of Jotun MCs in four years, with aims of increasing its retail market share, which currently stands at 40% of the total regional market. Among the most popular features of the MCs that have caught the attention of regional customers is the Colour Bar, which contains over 950 color samples, as well as an expert group of multicolor shop personnel who educate visitors on different paint techniques and textures, and suggest hues for exterior and internal paints. The ColorAdvisor is also a popular aspect of the center as it gives customers the opportunity to choose from a color palette and see the color in different environments, furniture settings and under different lighting conditions.