Taubmans and Arent&Pyke deliver an innovative colour experience at designEX ‘14 28 May 2014
The designEX exhibition held in Sydney from May 28-30 is one of Australia’s most respected design and architecture events, attracting over 10,000 industry professionals and media over three days.
For this year’s designEX, Taubmans engaged renowned interior design experts Arent&Pyke to design a stand for Taubmans that invites guests to experience colour, by showcasing the brand’s colour offering, state-of-the-art online tool – Taubmans Colour Galaxy™ - as well as Taubmans’ core products, Pure Performance and Endure.
Trevor Lowder, Head of Marketing at Taubmans for the Trade segment, says, “We’re huge admirers of Arent&Pyke’s work and truly believe that their philosophy on colour is a great match in bringing our extensive colour offering to life in a way that enables visitors to designEX to experience colour like never before.”
The stand is comprised of a huge blade wall of paint brushouts that celebrate Taubmans comprehensive range of 5,762 colours. It is a feathered gradation of colour and where a wall is not covered in brushouts, it is a black or mirrored surface, creating an immersive and reflective contrast to the intensity of coloured surface. The vast colour wall represents a monumental painting effort comprising over 950 A4 brushouts for the stand.
Housed online at www.taubmans.com.au/colourgalaxy The Taubmans Colour Galaxy™ is a first-of-its-kind sophisticated tool that allows colour specifiers to find and view any Taubmans colour by name, code, and HEX, RGB or LRV value. In addition, it enables users to upload images and colour match, as well as test the impact that light has on colours during various times of day.
Sarah-Jane Pyke of Arent&Pyke believes the stand provides an opportunity for visitors to get as close to the colour as possible as they engage with an overwhelmingly large-scale representation of the Taubmans Colour Galaxy™.
Sarah-Jane says, “Taubmans came to us with a brave and open brief and it was an opportunity for us to work conceptually to design a place to really experience the colour offering of the Taubmans brand.
“For us, the stand is about interpreting the Taubmans colour offering as well as the online tools of the Taubmans Colour Galaxy™. The Galaxy is immersive - it is a mapped landscape of colour. This was key to our concept for the stand. It is about creating a landscape and a space to truly discover the quality and the immensity of the Taubmans Colour offering.”
Taubmans invites designEX visitors to immerse themselves in the experience, walk along the length of the wall, find their favourite colour and engage with the wall by photographing their reflection and sharing images over the duration of the event.