Multi-sensorial experience at ARTECHOUSE brings alive Pantone Color of the Year 2020

In New York, a starry landscape painted in the ethereal Classic Blue and other sensory stimulations helped people understand the many nuances of the Pantone Color of the Year.

by Zohra Khan Published on : Dec 09, 2019

The blue that is on everyone’s mind, Classic Blue, the Pantone Color of the Year 2020, is nothing like the blues we all dread. The colour is instead suggestive of the sky at dusk and rings in the promise of the return of a new day.

The big revelation was a dreamy, straight out of a Van Gogh-starry night landscape affair, hosted at the ARTECHOUSE digital art space in New York’s Chelsea Market.

PANTONE® 19-4052 Classic Blue, the Color of the Year instills a sense of calmness, confidence and connection | Pantone Color of the Year | ARTECHOUSE | STIRworld
PANTONE® 19-4052 Classic Blue, the Color of the Year, instills a sense of calmness, confidence and connection Image Credit: Courtesy of ARTECHOUSE

The colour transpired into a multi-sensorial immersive experience, bringing to life its many avatars which were seen, tasted, heard, smelled and felt by touch.

The enigmatic visual experience was created by the creative team at ARTECHOUSE in collaboration with Pantone. Swirling digital patterns in Classic Blue transformed the space, and made it look like a fascinating canvas that caught everybody’s attention. INTUS, a Mexico-based company run by co-founder Gil Castro, produced an hour and a half of visual content for the evening. Castro, who used trow technologies to simulate spiritual and meditative moments in Classic Blue, referred to it as a 'special colour’.

  • A peek from the night of the Color of the Year launch | Pantone Color of the Year | Artechouse | STIRworld
    A peek from the night of the Color of the Year launch Image Credit: Courtesy of INTUS
  • The big revelation was a dreamy, straight out of a Van Gogh-starry night landscape affair | Pantone Color of the Year | ARTECHOUSE | STIRworld
    The big revelation was a dreamy, straight out of a Van Gogh-starry night landscape affair Image Credit: Stephen Baker / Huge
  • The enigmatic visual experience helped people understand the many nuances of Classic Blue | Pantone Color of the Year | ARTECHOUSE | STIRworld
    The enigmatic visual experience helped people understand the many nuances of Classic Blue Image Credit: Stephen Baker / Huge

Pantone, that provides universal language of colour to brands and manufacturers, collaborated with a number of sensory experts from the fields of technology, music, fashion, beauty and food. The idea was to inspire creatives and consumers to think about colour differently, to uncover new associations, and to encourage them to create new experiences and connect with the hue in their own unique ways.

01 min watch A glimpse of the space permeated in Classic Blue | Artechouse | Pantone Color of the Year | STIRworld
A glimpse of the space permeated in Classic Blue Video Credit: Courtesy of ARTECHOUSE

The evening also manifested immersive visuals of the previous Color of the Year, which includes Ultra Violet (2018), Mimosa (2009), and Tigerlily (2004).

Offering visual inspirations in Classic Blue, Adobe Stock – an endless resource for creatives seeking imagery and essential design components – created a mood board of engrossing references.

  • Pantone Color of the Year 2009 in the backdrop | Pantone Color of the Year | Artechouse | STIRworld
    Pantone Color of the Year 2009 in the backdrop Image Credit: Stephen Baker / Huge
  • Pantone Color of the Year 2004 in the backdrop | Pantone Color of the Year | Artechouse | STIRworld
    Pantone Color of the Year 2004 in the backdrop Image Credit: Stephen Baker / Huge
  • Pantone Color of the Year 2004 in the background| Pantone Color of the Year | Artechouse | STIRworld
    Pantone Color of the Year 2018 in the backgroundImage Credit: Stephen Baker / Huge
  • Pantone Color of the Year 2004 in the backdrop | Pantone Color of the Year | ARTECHOUSE | STIRworld
    Pantone Color of the Year 2014 in the backdrop Image Credit: Stephen Baker / Huge

Reaffirming colour as a critical form of communication and driver of businesses, FedEx Office – a subsidiary of FedEx Corp that provides convenient, state-of-the-art printing, packing and shipping services – joined Pantone in celebrating the monumental reveal. Using its colour matching and print technologies, FedEx Office brought the past Color of the Year to life with a multi-dimensional print installation.

A multi-dimensional print installation by FedEx Office using their colour matching and print technologies | Pantone Color of the Year | ARTECHOUSE | STIRworld
A multi-dimensional print installation by FedEx Office using their colour matching and print technologies Image Credit: Courtesy of ARTECHOUSE

Bringing music to understand the enduring colour, AudioUX, a next gen audio brand agency, created ‘Vivid Nostalgia’. The sound, as the name suggests, takes one to a place of nostalgia, comfort and familiarity.

Weaving a flavourful and olfactory analogy of Classic Blue, Firmenich - a privately-owned perfume and taste company - crafted a natural, fresh blueberry taste, and a unique fragrance symbolising the meeting of sky and sea.

Tapping on texture, a digitally native home furnishing brand, named The Inside, developed a custom Pantone Color of the Year 2020 fabric that embodied the spirit of the colour in touch.

The past Pantone colours found a dynamic digital representation in the space | Pantone Color of the Year | ARTECHOUSE | STIRworld
The past Pantone colours found a dynamic digital representation in the space Image Credit: Stephen Baker / Huge

Expressing itself in diverse mediums, the Classic Blue at the launch event surely left a lasting imprint on the minds of people, and made a mark of being more than just a colour. The colour is already in trends, finding unique expressions and diverse applications across textiles, fashion, interior design and graphic design, and is here to stay.

  • Popular accessories in Classic Blue | Pantone Color of the Year | ARTECHOUSE | STIRworld
    Popular accessories in Classic Blue Image Credit: Courtesy of ARTECHOUSE
  • Gadgets and other items in Classic Blue | Pantone Color of the Year | ARTECHOUSE | STIRworld
    Gadgets and other items in Classic Blue Image Credit: Courtesy of ARTECHOUSE
  • Packaging paraphernalia in Classic Blue | Pantone Color of the Year | ARTECHOUSE | STIRworld
    Packaging paraphernalia in Classic Blue Image Credit: Courtesy of ARTECHOUSE
  • Swatch book and other accessories in Classic Blue | Pantone Color of the Year | ARTECHOUSE | STIRworld
    Swatch book and other accessories in Classic Blue Image Credit: Courtesy of ARTECHOUSE
  • Different textures in Classic Blue | Pantone Color of the Year | ARTECHOUSE | STIRworld
    Different textures in Classic Blue Image Credit: Courtesy of ARTECHOUSE

The colour experts at the Pantone Color Institute decide the colour each year after combing the world looking for new colour influences and inspiration. Reflecting on the criteria behind the selection for 2020, Laurie Pressman, Vice President of the institute, said that it ‘highlights the relationship between trends in colour and what is taking place in our global culture at a moment in time, a colour that reflects what individuals feel they need that colour can hope to answer’, a colour that promises to take away anxiety and offers a ‘stable foundation from which to build on.’

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