Farrow & Ball Showroom
Project Room’s North American Flagship for the UK-based heritage paint company rethinks the way people shop for and experience color.
PROJECT TEAM
ISAAC RESNIKOFF
SANDY YUM
JOAKIM DAHLQVIST
DAVID GODSHALL
PAUL VALENTINE
SUMIT SAHDEV
Located in the design core of Los Angeles on La Cienega Boulevard, the showroom’s facade puts the full spectrum of Farrow & Ball’s paint offerings on display. At once a showcase of Farrow and Ball’s products and a vibrant art piece, the mural provides a dynamic background for instagrammable moments.
Each of the 132 Farrow & Ball colors becomes an object — inspired by the brand’s idiosyncratic paint names —that brings the color to life.
The isolated anonymity of the paint chip is replaced by a visceral experience as sunlight plays over the form so that the customer can truly see the quality and depth of color.
These forms can also be arranged into totems that become sculptural objects within the store. Both product and display, the totems create opportunities for composition and color play.
Totems can be rearranged within the store to create dynamic architectural space.
6 movable grid tables provide “studio” space for Farrow & Ball color consultants. These mobile stations can either be separated to help give more privacy to the client, or put together to create one long table for display.
A fully fleshed out series of grid attachments, including brochure and product caddies as well as “lily pads” and solid surface slabs create an adaptable sales environment.
We insisted on using only actual paint throughout the store.
Custom screen-printed posters by artist Michael Dopp replace printed marketing materials, for example, and even the exit sign is painted in Pink Ground No. 202.