West Hollywood’s La Cienega Boulevard just got a big, new splash of color, as British wallpaper and paint brand Farrow & Ball opened its new rainbow-striped flagship. Designed by Isaac Resnikoff and Sandy Yum of Project Room, the new store—which replaces its former flagship on Melrose Avenue—is situated right in the La Cienega Design Quarter, and aims to become not just a place for consumers to find the right materials for their home, but a gathering place for the local design community.
Within the two-story, 2,600-square-foot space, abstract sculptural objects in every one of Farrow & Ball’s 132 colors give visitors a better look at how paint hues translate to three-dimensional spaces. Each sculpture was created with the color’s backstory and historical significance (an important detail for the heritage brand) in mind. Stacked in adjustable totems that dot the showroom’s ground floor, they add architectural intrigue to the space. This is not your typical shuffling-through paint sample cards experience.
This showroom is also the first in North America to feature every color in every finish, through a magnetic system developed by Project Room, so customers can better process subtle differences between hues and can easily find the best pairings for whatever project they are about to undertake, no matter what their level of expertise may be. For home renovators, helpful expert color consultants flock the space to provide bespoke advice and suggestions that take the stress out of paint shopping for once and for all.
More than just a retail space, the flagship also aims to celebrate and provide a workspace for local Los Angeles designers. The upper floor serves as a lounge, complete with a materials library, where designers can meet with clients and work out ideas. The showroom also features work by local artists (right now, painter Michael Dopp). In 2019, an exterior billboard will provide additional display space, and a roof deck will be host to private events catered to the LA design community.
For pros and DIYers alike, this time-honored British brand has contemporized the paint-selection process, all the while infusing what could be considered a tough and even stressful choice with a bit of colorful whimsy.
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