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MUST SEE: Sherwin-Williams Coil Coatings exhibit explores how architects’ thoughts translate into color

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MUST SEE: Sherwin-Williams Coil Coatings exhibit explores how architects’ thoughts translate into color

The exhibit, Thinking In Color, debuted in late June at the AIA Conference on Architecture in New York City.

By Sherwin-Williams Coil Coatings | August 2, 2018
MUST SEE: Sherwin-Williams Coil Coatings exhibit explores how architects’ thoughts translate into color

Photos: Sherwin-Williams Coil Coatings

At an exclusive event during the AIA Conference on Architecture in New York City, Sherwin-Williams Coil Coatings unveiled Thinking In Color, the first-ever immersive color experience of its kind.

Catering to the most progressive minds in architecture, over 200 attendees witnessed their thoughts translated into personalized color palettes uniquely their own, in real time.

VIDEO: Watch a 46-second video of Thinking In Color in action

The concept was simple: put on the brainwave-sensing headband and experience the spectrum your mind creates—in living color on a larger-than-life video wall stretching 17 feet in the air.

The EEG-translation technology, developed specifically for this Sherwin-Williams event, allowed each user to create a color palette completely unique to them and leave with a personalized color chip and shareable video file.

“I was anxious to learn more about what Thinking In Color meant,” said Bill DuBois, AIA, CSI, CCS, LEED AP, Construction Specifier and Architect with Gensler. “Color, to me, means emotion. It evokes a feeling that we are not always conscious of. It can have a very big impact on the space.”



“Color is one of the most important elements of design,” explained Isabel Bartig, Sherwin-Williams Marketing Communications Specialist. “We wanted to give architects the opportunity to experience color in a completely different way.”

“I have never seen anything like this before,” remarked Aaron Christine of Omnimax International. “It inspires me to continue to be creative.”

“We share an obsession with architects as it relates to color,” offered Mike Bourdeau, President of Sherwin-Williams Coil Coatings. “And this demonstrates our ability to create any color they can dream up.” 



Sherwin-Williams offers more than 50,000 color options for metal building products, as well as custom color matching abilities, which gives architects new and innovative ways to realize their inspiration. 

Sherwin-Williams Coil Coatings delivers a full range of high-performance coatings in polyvinylidene fluoride (PVDF), silicone-modified polyester (SMP) and polyester formulas, designed to meet the most demanding environmental requirements while providing protection against weathering and pollution. The Division is part of the Sherwin-Williams Performance Coatings Group, which supplies a broad range of highly-engineered solutions in more than 120 countries around the world. Founded in 1866, The Sherwin-Williams Company is a global leader in the manufacture, development, distribution, and sale of paints, coatings and related products to professional, industrial, commercial, and retail customers. For more information about Sherwin-Williams Coil Coatings, visit coil.sherwin.com.






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