The path to identifying the Benjamin Moore Color of the Year involves a year of research attending major industry events around the world, while also taking cues from standouts in architecture, fashion, textiles, home furnishings and the arts. The Benjamin Moore Color & Design Team is dedicated to that process as well as to bringing it to life through creative executions that inspire designers and consumers.
This year, after much research, consideration and travel, the Color Team selected to Shadow 2117-30, a rich, deep amethyst. Allusive and enigmatic, Shadow 2117-30 is a dramatic turn from last year's Color of the Year 2016, Simply White OC-117.
For the second consecutive year, Benjamin Moore worked with the Sharp Communications Events Team to bring the Color of the Year announcement to life. The Events Team was tasked with finding a venue as stunning and dramatic as the Color of the Year, and they did not disappoint. Inspired by its old-world architecture and ornate design, nestled in the heart of New York City, the team settled on The Stephen A. Schwarzman Building of The New York Public Library.
To transform the blank canvas into a space to reveal Shadow 2117-30 as the Color of the Year 2017, the event room played on the word "shadow" by creating dramatic lighting and shifting to various shades of purple. Four screens were set up around the room, which eventually displayed a dynamic announcement video. Benjamin Moore Vice President of Color Innovation & Design, Carl Minchew, stood on a platform painted in Shadow 2117-30 while he introduced the color to the audience and explained the brand's inspiration for Color Trends 2017.
Plenty of behind the scenes work went into the reveal. Leading up to the event, Sharp's Social Media and PR teams worked together with Benjamin Moore to create buzz around the announcement, teasing the reveal online and tightly coordinating planning for the launch itself. While the PR team worked to fill the event with top-tier media and secured an exclusive feature placement in Architectural Digest to announce the news at the same time as the live reveal, the Social Media team developed behind-the-scenes content to demonstrate the journey to this year's color and a coordinated launch tied to the Benjamin Moore website.
Working together with the color, the name, and the event space, Benjamin Moore was able to create an exciting and informative event to reveal the Color of the Year 2017. Light, shadow, and color are ready for the year ahead and the whole Sharp team is definitely looking forward to seeing what this year has in store.