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