To introduce its new paint line, Aura, Benjamin Moore is hosting events across the country to give architects, interior designers, and shelter-magazine editors the opportunity to see—and feel—the new eco-friendly paint. On Wednesday, April 11, the New York event took over Milk Gallery with interactive demonstrations designed to illustrate the paint’s strengths.This included showing off how quickly the paint dried, inviting guests to touch the paint to prove its smoothness and color-lock technology, and painting over dark colors with pale shades to showcase its coverage ability. The event also showcased the new Affinity color collection in lounge areas styled after the themes that inspired the color palettes.
“I think the designers appreciate being able to see it firsthand and test it for themselves,” said Eileen McComb, Benjamin Moore’s director of communications, who worked with EventQuest to produce the event. “It’s very practical.” (Goodie bags containing paint samples and a paintbrush allowed guests to continue interacting with the product after they left.)
Perhaps the greatest challenge of doing a multicity launch is keeping track of all the elements; requests from others in the company to borrow things like signage for various other events means keeping a careful eye on everything. The event will travel to Boston in May and to Washington, D.C., in the fall.
—Meryl Rothstein
Posted 04.13.07
Photos: Dan Hallman for BizBash
“I think the designers appreciate being able to see it firsthand and test it for themselves,” said Eileen McComb, Benjamin Moore’s director of communications, who worked with EventQuest to produce the event. “It’s very practical.” (Goodie bags containing paint samples and a paintbrush allowed guests to continue interacting with the product after they left.)
Perhaps the greatest challenge of doing a multicity launch is keeping track of all the elements; requests from others in the company to borrow things like signage for various other events means keeping a careful eye on everything. The event will travel to Boston in May and to Washington, D.C., in the fall.
—Meryl Rothstein
Posted 04.13.07
Photos: Dan Hallman for BizBash
In one of the demonstration areas, guests donned white gloves and rubbed their hands against the wall to test whether the paint came off. EventQuest laid drop cloths to prevent the paint from splattering on the venue´s glossy floors and white walls.
Painters hired for the event covered darker shades with light colors to show the paint´s ability to cover bold colors smoothly in one or two coats.
Demonstrators rolled paint onto fresh flats to show the paint´s performance and then invited guests to touch the flats to feel the paint´s smoothness and test how quickly it dried.
The New York launch was the first event to use the lounges—areas decorated with rugs, tables, carpets, and accessories like pillows and vases—which showed the inspiration for the new colors and gave guests a place to sit.
Multicolored sculptures throughout the space matched the 144 hues of the Affinity color collection designed for use with Aura paints.
EventQuest used flowers to highlight the eco-friendliness of the paint—with few volatile organic compounds and a water-based colorant, the paint is easy on the environment. Benjamin Moore representatives, identified by their "wasabi and pomegranate" ties and scarves, answered questions about the products.
Entertainment for the event included a singer, a guitarist, and flamenco dancers.
