Benjamin Moore Launches the “Century” Experience

By Patti Carpenter, AmericasMart Global Trend Ambassador

I’ve found myself entering industrial, cavernous lower west side loading docks in New York and riding in freight elevators with several other creative types for decades. Heading up to an event, sharing the anticipation of discovering something new and exciting, just ahead of the rest of the world. We chat with each other and comment on the choice of shoe colors, glasses, etc. is also par for the course. Being the “color lady,” I’m bound to share with you that my shoes were Pepto-pink and my glasses a marbleized red for this particular evening, but I digress. It was, after all, a very special Benjamin Moore event.

The huge elevator doors are forced apart, ushering us into the lofty space. We were greeted with a designer’s tool of a perfect-for-your-hand size color brochure announcing the arrival of Century, the new Benjamin Moore color experience, and an offering of one of two signature drinks. I selected the “Curator,” of course, and it was simply delicious. Armed with my drink, I proceeded into the massive space alive with a palpable energy and bustling with more than 175 designers and creative cognoscenti.

This slideshow requires JavaScript.

Looming over me are large-scale panels showcasing the new Century paint collection. Fifteen color palettes with stunning imagery and ranges so yummy they made my mouth water — the “Curator” wasn’t the only delicious item in the room. A selection of seventy-five curated, small-batch interior paint colors in all were showcased in a hand-painted swatch and in my personal color brochure. Bonnie, the woman in charge of this incredible feat for Benjamin Moore, shared with me that there will be 42,000 of the brochures produced in all when her task is completed. Each color was more scrumptious than the one before.

Century is the “world’s first Soft Touch Matte paint with a never-before-seen depth of color and a soft touch finish,” shared Carl Minchew, vice president of color innovation and design for Benjamin Moore, who was sporting a very dapper and multicolored striped tie for the evening. We had a great chat, and I learned this process took Benjamin Moore five years to develop. “The result is a depth and richness of color unseen in the industry and a paint that has the ability to transform.”

Harriette Martins, senior brand manager at Benjamin Moore, told me “Century was created for the finest of designs that require flawless execution and impeccable quality, which transcends many different types of homes. By investing in Century, you are not only transforming a room, but you are transforming the entire color experience. The exclusive palette of 75 uniquely formulated colors offer an unrivaled depth and richness of color that are brought to life with the industry’s first Soft Touch Matte finish.

“The Soft Touch Matte finish offers a tactile experience and creates a new dimension on the wall that feels luxurious. In addition, the small batch technology and pre-mixed nature of Century ensures the truest color and experience in every can.”

All the shades are inspired by natural elements — gems, plants, herbs and spices. With this new tactile finish, it actually feels a bit like leather, color really becomes an experience. I was particularly drawn to the complexity of Blue Muscari, Cobalt and Thistle on the cool side of the palette and to the rich ripeness of Red Mahogany, Sumac and the mellow and moody Acai.

The formulas are so intricately balanced, and such a precise science, that they can only be made in small batches under the supervision of Benjamin Moore’s master craftspeople. For now, Century will only be available in pre-mixed gallons and 4-ounce samples at select retailers within the Benjamin Moore network of independently owned stores in the New York market; it will be introduced in markets across North America in the coming months. As one of those craftsmen, Ken Marino, vice president of manufacturing has his signature on every gallon. He informs me that “each brush stroke is a testament to over a 100-year history of Benjamin Moore innovation and color perfection.” Century is truly a new dimension in paint and design.

June is All About Color!

AmericasMart is offering TWO great seminars during Market Wednesday on June 1, 2011.

In Living Color
Color expert Rebecca Ewing of the Color Marketing Group will show you how color unconsciously affects feeling, behavior and physiology. Learn to use these predictable and universal color responses to attract, inspire and compel customers and clients.
This seminar is worth .2 CEU credits.
TIME: 9:30 – 11:30 a.m.
LOCATION: Home Furnishings Center, Building 1, Floor 14 Seminar Room
Coffee and muffins will be served. 

bmcolorBenjamin Moore Color Pulse
Join Randy Smith of Benjamin Moore as he presents the upcoming color trends for interiors and exteriors.
TIME: 1 – 2 p.m.
LOCATION: Living. Outdoor/Indoor.® The Gardens.®, Building 2 WestWing, Floor 10 Seminar Room
Coffee will be served.

 

DON’T WAIT! MAKE YOUR PLANS TO ATTEND TODAY!
Seating is limited. For more information and to RSVP, contact:
Meagan Maron: 404.220.2104 or mmaron@americasmart.com 

And while you’re here…
Refresh, Renew and Reenergize your store or client’s home with the latest in home furnishings, gift, gardens and more when you shop Market Wednesday in Buildings 1, 2 and 2 WestWing.

March Markets Approaching

whitecouchBuilding on the momentum, buying power and customer partnerships that propelled its successful January Markets, AmericasMart is poised for its next showcase: The Atlanta Spring Gift, Home Furnishings & Holiday Market and Atlanta International Fine Linen & Home Textiles Market. Set for March 20-22, 2010, this two-in-one Market destination will offer rich product, abundant resources and fresh educational opportunities.

 The dynamic product mix spans across permanent showrooms and a complete floor of temporaries, offering retailers excellent variety with signature collections in the Home Furnishings, Home Accents and Fine Linens centers (Building 1, Floors 9-14), the Home, Holiday and Floral center (Building 1, Floors 16-20) and within in the world’s largest collection of Gift product (Building 2 and 2WW).linens

The March event lineup—supporting the diverse merchandise mix—will feature for the first time a live webinar broadcast, hosted by Ethan Allen and Benjamin Moore. An award-winning forecast, the Benjamin Moore Color Pulse 2011 provides inspiration through reports and insight on color trends and influences. Market attendees will have the opportunity to view the presentation from a live web stream in Building 1, Floor 14, 14-D-9 on Saturday, March 20 at 2 p.m. 

The entire March event listing can be found here.