stir 4.2 2007

s t i rS H E R W I N - W I L L I A M S® W h e r e C o l o r a n d C r e a t i v i t y C o n v e r g e Vo l u m e 4 • I s s u e 2 • 2 0 0 7

Designer Cynthia Rowley ■ Environmental Branding ■ Working With Metallic Finishes

®

Destination: Inspiration

colormixTM 08: where color knows no time zone.

COLOR KNOWS NO TIME ZONE

ave you ever wondered how the color raw umber got its

name? It’s named after Umbria, Italy, source of the special

clay used to create the famed Renaissance pigment. Not

only is this a fun bit of trivia, it’s a reminder of geography’s

influence on color. In the past, pigment literally was earth.

Fortunately, thanks to today’s

sophisticated synthetics, you don’t have

to be Italian to have access to a rich

brown, or live in South Asia to design

with a stunning azure. There are gallons

of each waiting at your local Sherwin-

Williams store!

As color has become more affordable,

widely available and environmentally

friendly, the boundaries that governed it

have faded dramatically. The result:

design possibilities that cross cultures,

leap oceans and stretch beyond the

horizon. Think of this year’s Sherwin-Williams colormix™ 08 collection

as your travel guide.

These five collections will lead you in fresh directions, inspiring you to

chart your own creative territory. What you’ll notice immediately: Rather

than separate “themed” palettes — a cool pastel palette isolated from

a hot tech palette — this year’s collection takes the fashion-forward

approach of sharing inspirations and tones. Pivotal “intersecting colors”

allow the palettes to blend together in the same way that you combine

fabrics, prints and other materials in your own designs.

Color is a map that is being constantly redrawn. Where it will take you

depends only on how far you’re willing to travel. Bon voyage.

Sincerely,

Sheri Thompson

Director, Color Marketing and Design The Sherwin-Williams Company

Order Sherwin-Williams color samples online atsherwin-williams.com.

For product or compliance questions, call the Architect andDesigner Answerline at (800) 321-8194.

For local service and advice, please see your Sherwin-Williams Architectural Account Executive or your local store.

STIR Advisory BoardEmily Blitzer Paul Segal AssociatesNew York, NY

Kathleen Neama The S/L/A/M Collaborative Glastonbury, CT

Ann Newton Spooner, IDS national presidentAnn Newton Spooner Interior Design Charlotte, NC

Karin Schluer, Allied ASID, LEED certified Karin & CompanyLong Valley, NJ

Leslie Shankman-Cohn, ASIDEclectic InteriorsMemphis, TN

Zara Stender, CID, IDS, Allied ASID,CMG vice-chair ZaraDesignsReno, NV

Kristine Stoller, NCIDQ certifiedKSID, LLCSharon, MA

Abby Suckle, AIA, FAIA, LEED certified Abby Suckle ArchitectsNew York, NY

Denise Walton, ASID, NCIDQ certified Denise J Walton Design Scottsdale, AZ

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The trademarks and copyrights of Sherwin-Williams appearing in STIR are protected.

All other trademarks are the property of their respective owners.

Editorial Advisor:Tresa Makowski

Executive Editor:Bryan Iwamoto

Editorial Director:Dobby Gibson

Editor:Kim Palmer

Executive Art Director: Sandy Rumreich

Senior Designer:Cate Hubbard

Senior Editor:Mara Hess

Production Director: Pam Mundstock

Production Artist: Neil Kresal

Project Manager: Melanie Murphy

Client Services: Steff GumingoLynda Whittle

STIR® magazine (ISSN 1937-2027)is published by Hanley Wood,LLC, on behalf of The Sherwin-Williams Company, for interiordesigners and architects. Wewelcome your questions andcomments. Please directcorrespondence to: Sherwin-Williams STIR MagazineHanley Wood 430 1st Ave. N., Suite 550Minneapolis, MN 55401 Phone: (612) 338-8300Fax: (612) 338-7044E-mail: [email protected] site:Click on Contact Us atswstir.comPrinted in the United States, © 2007 Sherwin-Williams, Vol. 4. Issue 2, 2007

s t i rS H E R W I N - W I L L I A M S®

Vo l u m e 4 • I s s u e 2 • 2 0 0 7

C O N T E N T S

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ON THE COVER DESTINATION:INSPIRATION

Pack your bags. It’s time to explorenew creative territory with theSherwin-Williamscolormix™ 08collection.

5

PALETTE

SELLING ‘GREEN’

How to talk to clients about thecosts and benefits of green design.

2

COLOR TECH

THE LURE OF LUSTER

New paintformulations make metallics easier to work withthan ever before.

13

EYE CANDY

The new M&M’S®

World New Yorkdemonstrates howcritical color is toenvironmentalbranding.

14

DRAWN FROM NATURE

An oceanfrontgetaway’s playfulpalette is inspired byits spectacular SanDiego setting.

18

GOING GREEN

EARTH-FRIENDLYLUXURY

Going green does not meansacrificing style.

21

COLOR SPY

CYNTHIA ROWLEY

The renowneddesigner talks aboutusing high-impactcolor and evolvingbeyond trends.

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®

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S H E R W I N - W I L L I A M S S t i r 1

FINAL TOUCH

The secrets behindthe magical colors ofthe aurora borealis.

25

2 S H E R W I N - W I L L I A M S S t i r

C O L O R N E W S A N D S O L U T I O N S F R O M S H E R W I N - W I L L I A M S

Palette

Environmentally friendly building materialsand designs increase worker productivityand even raise test scores in children,

according to a pair of recent studies. So whydon’t green projects sell themselves? The answerprobably has a lot to do with consumers’ lack ofgreen product knowledge.

Misconceptions about prohibitive costs and scant information about coating optionscontinue to hinder the adoption of green products. To close this knowledge gap, setthe stage for your next project with some of the compelling research available on green products.

Researchers point to an array of positiveeffects on people living in and using greenbuildings, including reduced costs, improvedenergy-efficiency and diminished pollutants.

A study by the U.S. Green Building Council, theforemost coalition of building industry leaderspromoting earth-friendly construction practices,claims that children in green schools have 20 percent better test scores, and hospitalsusing environmentally sound technologies discharge patients 21⁄2 days earlier than traditional hospitals do. On the retail side, the study reports that consumers linger longerand spend more money in green buildings.

Green building is making real inroads intomainstream construction markets — 60 percentof U.S. property owners involved in constructionused energy-efficient designs in the past year,according to data from construction consultingfirm PinnacleOne, as reported in The Wall Street Journal.

Why paint makes a differenceAdding compelling, end-user-focused details to your next proposal can mean the differencebetween a successful pitch and a missed opportunity. Consider highlighting these points:• Health matters. Select the environmentally

preferred options such as no- or low-VOC paints.Take careful precautions to avoid compromisingindoor air quality and your health.

• Bright equals natural light. Select paintshades that brighten indoor spaces and naturally reduce the need for artificial light,saving energy.

• Durability pays off. Choose products for theirdurability and appeal. They will last longer and cost less to maintain in the long run. The upfront expense of high-quality paints and premium paint supplies is well worth theinvestment, because they can be applied moreefficiently and yield better results. Durable formulations mean you’ll repaint less often,which helps minimize environmental impact.

Choosing zero-VOC or low-VOC paintsApart from being the environmentally responsiblechoice, no- or low-VOC paint is a contractor’sdream. The paint’s low amount of airborne chemicals makes it possible for construction crewsto work alongside painting crews, reducing jobtime. In addition, low-VOC paints help workers and occupants avoid asthmatic and allergic reactions, and reduce VOC contributions to smog. The EPA requires manufacturers to list paint’s VOCcontent. In general, pick paint that meets yourneeds with the lowest VOC level possible. ■

SELLING ‘GREEN’

How to change consumer perception of environment-friendly design.

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“IT’S A FACT:

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Air ApparentSherwin-Williams ProGreen™ 200 meets green

performance standards.

Green is in, and Sherwin-Williams has the green

products your customers are asking for. One of

these products is ProGreen 200, a construction-

grade paint that meets clean-air and green

performance standards at a competitive price.

A low-VOC , low-odor formula makes ProGreen

200 ideal for painting occupied areas, while its

durability and cost-effectiveness are perfect for

new commercial construction applications. It’s

available in Primer, Flat, Eg-Shel and Semi-Gloss

sheens, allowing you to deliver an attractive,

uniform finish while meeting stringent GS-11

criteria and demanding budgets.

Benefits include:

MORE GREEN RESOURCES AT SWSTIR.COM

Visit swstir.com for quick links to

additional green resources.

• Explore Sherwin-Williams green

coating solutions. Sherwin-Williams

has the most green coating solutions

in the industry.

• Learn more about the U.S. Green

Building Council’s Leadership in

Energy Design (LEED) building

certificate program.

• You can also link to a helpful story

on how you can “sell green” by

emphasizing the documented,

positive effects green materials

have on productivity and wellness.

Children in green schools have 20 percent better test scores.”

• Low VOC (50g/l)

• Low odor

• Meets or exceeds GS-11 standards

• Can be applied in occupied areas

• Formulated without silica ■


There’s more STIR

You’re no doubtaware that the GoodHousekeeping Seal, an emblem of Good Housekeeping magazine’sfocus on consumers, is awidely recognized symbolof high-quality goods.What you might not knowis that four Sherwin-Williams products haveearned the seal.

Duration Home®, a low-VOC,low-odor interior latex paintrenowned for its superiorwashability and burnishresistance, is available inmore than 1,400 colors,including bold, vivid accentcolors, and has antimicrobialproperties to resist mildew.

Harmony®, a zero-VOC, low-odor interior latex product, permits immediateoccupancy in newly paintedspaces. It has antimicrobialproperties to resist mildewand is formulated without silica.

Duration® Exterior Latex Coating — the mostdurable exterior coating

available for resisting peeling and blistering —enables one-coat applicationon repaints and self-priming(two coats) on new work.

Builders Solution® systemis formulated especially for new residential spaces.The surfacer hides minorsurface imperfections, and the topcoat permitsseamless touch-ups.

Good Housekeeping researchindicates that a majority ofconsumers are more likely topurchase a product that hasearned the magazine’s seal.Letting your clients knowthat you specify productsbacked by the seal can help you build a case forhigher-quality coatings. ■

Check out Sherwin-Williams® STIR® eExtra,

STIR magazine’s color e-newsletter. Six times

a year, STIR eExtra delivers advancements in

color research, paint technology and design

developments right to your e-mail account.

Visit the Subscription Center of swstir.com to

sign up, or complete and mail the business

reply card in this magazine.

The Sherwin-Williams® STIR® magazine

Web site, swstir.com, also keeps color news

and resources at your fingertips.

You’ll find a complete archive of articles

from past issues of STIR and STIR eExtra, plus

additional resources and information on

projects featured in STIR. ■

GOOD HOUSEKEEPING SEAL

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Destination:Inspiration

Color is never static, but in today’s supersonic, hyper-linked world, it’s more fluid than ever, roaming

freely across geographic borders and even defying time, thanks to the possibilities of retro. Global cultural

influences swirl together; fashions morph from the runway to interiors at warp speed; technology and

the green movement intersect to forge new paths. Today’s color landscape is restless and nomadic, always moving

and taking on new shadings. Designers are emboldened, and consumers have the confidence to embrace new hues

and combinations. Against this backdrop, Sherwin-Williams is thrilled to present colormixTM 08, a travel snapshot

from our collective color journey. Enjoy the view!

Sherwin-Williams colormix™ 08 is yourpassport to today’s eclectic palettes.

B y K I M PA L M E R


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Destination #1: Expand Your Horizons Technology is taking color to formerly unimaginable heights. Just as

we have hybrid cars and hybrid crops, we now have complex hybrid colors. Saturated tones glow brighter, thanks

to new finishes and enhanced materials. “Chameleon colors” are shape-shifters, bringing an element of change

and discovery to even monochromatic palettes. And technology-enhanced patterns and textures create additional

layers of nuance. It’s all about the interplay, harnessing color and light to create richer, livelier surroundings.



DRIVING FORCESPioneered by the autoindustry, technology-driven color is now a fashion staple, with fabrics that shimmer like fish scales or areembedded with lustrous crystals.

SUPPORTING ELEMENTSHigh-gloss lacquered finishes; lace patterns and special effects; patinas and color-washedmetallics; oil-rubbedfaucets and lighting fixtures; concrete tilesthat produce patternswhen exposed to water;cardboard furniture thatflaunts its corrugation as a design element.

UNEXPECTED COLORMIXDeep Iron Ore (SW 7069)dramatically interplayswith Tatami Tan (SW 6116)and Cayenne (SW 6881).

SET THE MOOD WITH …Techno dance music.

Expand YourHorizons

Tatami TanSW 6116

Wood VioletSW 6557

Iron OreSW 7069

AquariumSW 6767

CayenneSW 6881

MarquisOrangeSW 6650

WORDS TO TRAVEL BY:Each color speaks individually in thispalette, making a powerful statementin its own right.

GET THE NEW COLORMIX™ 08

To receive your Sherwin-Williams colormix™ 08 fan deck, order online at sherwin-williams.com, contact your Sherwin-Williams ArchitecturalAccount Executive, or call the Architect and Designer Answerline at(800) 321-8194 to have an account executive contact you.

CocoonSW 6173

Plum BrownSW 6272

Red CentSW 6341

CrabbyAppleSW 7592

CeremonialGoldSW 6382

TupeloTreeSW 6417

DepartureColors

ArrivalColors

TasselSW 6369

BorschtSW 7578

DynamoSW 6841

FeverishPinkSW 6859

MajesticPurpleSW 6545

RelicBronzeSW 6132

Destination #2: Around the World Today’s sophisticated, worldly consumers are exposed to many cultures and

color traditions and feel free to mix, match and sample. This palette includes “departure colors,” ethnic-influenced

hues that now feel familiar and continue to resonate; a “connection color,” Plum Brown, that bridges the gap; and

“arrival colors,” reflecting cultures just beginning to emerge on the color horizon. Cultural cross-pollination adds

intriguing juxtapositions, such as the Russian-influenced Relic Bronze, which evokes the treasures of the czars,

appearing alongside Feverish Pink and Dynamo, which season the mix with a dash of Indian and Latin American flavor.

DRIVING FORCESStreet fashion fromaround the world. A new generation of global citizens now hasa sense of individualityand self-assurance to venture beyond the mainstream and createeclectic styles all their own.

SUPPORTING ELEMENTSBaroque-style furniture that celebrates the art ofwoodworking — carving,marquetry, decorative finishes and gilding; luxuri-ous textiles, such as silksand cut velvets, paired withhides, such as leather andfur; folk art; tapestries; richdetailing, including fringeand semiprecious stones.

UNEXPECTED COLORMIXBerry-toned Dynamo (SW 6841) paired withFeverish Pink (SW 6859),balanced against theexotic earthiness of Plum Brown (SW 6272).

SET THE MOOD WITH …Calming Asian music(departure colors) or high-energy Russian folktunes (arrival colors).

WORDS TO TRAVEL BY:This rich palette has aceremonial feeling thatevokes the rites and rituals of distant landsand ancient cultures. 8 S H E R W I N - W I L L I A M S S t i r


GroundedColors

Granite PeakSW 6250

AgateGreenSW 7742

Bateau BrownSW 6033

AtmosphericColors

Destination #3: No Place Like Home There’s always a place for tried-and-true classics, especially when updated

with a contemporary twist. This nuanced, elegant palette heralds a return to harmony, stability and practicality.

There’s a balance between old and new, between our renewed appreciation for formality and our growing interest

in protecting the environment. Whisper-soft “atmospheric colors” herald the return of white, with an emphasis on

cool neutral and gray tones. “Grounded colors” inject an earthier note, while Classic Sand bridges the gap between

interior and exterior.

TwinkleSW 7135

ClassicSandSW 0056

EveningShadowSW 7662

MountainAirSW 6224

RestfulWhiteSW 7563

GeorgeousWhiteSW 6049

Fleurde SelSW 7666

WORDS TO TRAVEL BYThis rich palette has a ceremonial feelingthat evokes the rites and rituals of distantlands and ancient cultures.

DRIVING FORCESWeakened housing marketsand high consumer debtare motivating home-owners to create safehavens. Meanwhile, thegreen design movementis maturing and movingmainstream, putting abeautiful new spin on eco-consciousness.

SUPPORTING ELEMENTSRenewable and recycledmaterials, eco-friendlyproducts, efficient archi-tecture with smaller footprints, natural-fiberfabrics given prewashedtreatments and naturaldyes, exposed beams,stamped sheet-metalscreens, streamlinedupholstery with tailoredshapes and menswear-style detailing.

UNEXPECTED COLORMIXThe soft tones of EveningShadow (SW 7662) andPink Shadow (SW 0070)balanced with AgateGreen (SW 7742) andBateau Brown (SW 6033).

SET THE MOOD WITH …Classical music (atmospheric colors) or bluegrass (groundedcolors).

WORDS TO TRAVEL BY:No longer rugged andearthy, green design is now sophisticated and elegant.

PinkShadowSW 0070


Destination #4: Pack your Bags A spicy mix of travel-inspired earth and jewel tones selected by fashion

designer Cynthia Rowley. GETAWAY NO. 1: A New England road trip, from Connecticut to Maine. GETAWAY NO. 2: A

desert escape, sun and scrubby brush, bleached-out stone and wood. GETAWAY NO. 3: Morocco, southern Spain and

Moorish architecture.

S H E R W I N - W I L L I A M S S T I R 11

Getaway No. 1

RestfulWhite SW 7563

BlackberrySW 7577

Tatami TanSW 6116

Liberty BlueSW 2942

CocoonSW 6173

INSPIRATION"I find inspiration inadventure, and theseSherwin-Williams colorsremind me of places Ihave traveled,” Rowleysays. “Evening Shadow,Marquis Orange and IronOre remind me of thedesert; Real Red, Cocoonand Liberty Blue of a NewEngland road trip; andAquarium and Frank Blueof architecture in south-ern Spain and Morocco.”

DRIVING FORCESFashion trends — includ-ing animal prints, brights,color-blocking and unexpected combinationssuch as natural tonespaired with synthetic hues — are finding their way into interiors.Technology, combinedwith a growing ecologicalawareness, drives a pushtoward more naturalproducts and materials.

FASHIONABLE INTERIORS“Don’t be afraid to usestronger, more masculinecolors in interiors,” Rowleysays. “Just as wearing darkcolors makes you look slim,dark walls and floorsmake a room look sleek —and provide a dramaticbackdrop for brightly colored accessories.”

MODERN MIXINGFashion-forward interiordesign is moving awayfrom thematic palettessuch as all earth tones,Rowley says. Color looksmore modern whenmixed in fresh ways, suchas earth tones paired withtechno, or retro pairedwith futuristic.

GranitePeak SW 6250

Real Red SW 6868

Getaway No. 2

EveningShadow SW 7662

Iron Ore SW 7069

TwinkleSW 7135

Ash VioletSW 6549

MarquisOrangeSW 6650

Plum BrownSW 6272

Tupelo TreeSW 6417

Getaway No. 3

BorschtSW 7578

AquariumSW 6767

GeckoSW 6719

Frank BlueSW 6967

MajesticPurpleSW 6545

Fleur de SelSW 7666

DynamoSW 6841

Cynthia Rowley

Real RedSW 6868

FountainSW 6787

GladiolaSW 6875

QuiltGoldSW 6696

OrganicGreenSW 6732

The Road Less Traveled

The Road Well Traveled

GeckoSW 6719

Frank BlueSW 6967

AshVioletSW 6549

BlackberrySW 7577

LibertyBlueSW 2942

Destination #5: Fork in the Road There is no single path to color exploration. Today’s hues reflect a crossroads

with divergent choices. We can play it safe and take the color direction well-traveled, using analogous hues to create

balance and sophistication. Or we can venture boldly down less-traveled paths, escaping to the fun and festivity of

bright, complementary hues that evoke tropical getaways and youthful exuberance. These two distinct palettes

intersect in the vivid teal of Fountain, which encourages exploration in both directions. But there are no rules, no

regulations — just the joy of color freedom.

DRIVING FORCESFashion runways, whereshiny patent leather inbold hues heralds a playful, lightheartedmood, a refreshing anti-dote to the daily grind.

SUPPORTING ELEMENTSWoven furniture pairedwith upholstered pieces;brightly colored glasschandeliers and pendantlighting; raw silk pillowsand draperies; simple geometric patterns; primary colors in adultspaces; concrete and natural stone to strike a calm, neutral note.

UNEXPECTED COLORMIXInky Liberty Blue (SW 2942) paired with refreshing Fountain (SW 6787).

SET THE MOOD WITH …Smooth jazz (“well traveled” colors) or bebop(“less traveled” colors).

WORDS TO TRAVEL BY:Whimsical, adventurouscolors encourage escape into a carefree,lighthearted world. 12 S H E R W I N - W I L L I A M S S t i r


Today’s enhanced metallic coatingsoffer new ways to add sheen.

etallic finishes have always suggested elegance and luxury.And with good reason: Up until fairly recently, metalliccoatings contained flecks of real silver or gold. But advances

in paint technology have allowed new pigmentation to enter themarket, making metallic paint an increasingly popular and affordableway to add shine to interior design.

Today’s metallic paints are available in water-based formulations,making them more environmentally friendly, says Steve Revnew,director of residential marketing for Sherwin-Williams’ ArchitecturalCoatings Division. Now the gold and silver is just an illusion. The paintcombines flecks of metallic-like pigment, with water-based pigments to mimic the look and luster of more-precious metals. The pigmentflakes capture light and refract it, giving the surface its potential forbrilliance, while the pigment replicates the color of the metal. The resultis a 24-karat shine in a significantly lighter, more stable and easier-to-use coating that is also available for a wider range of designs.

“Before, just the high-end artists used metallic,” Revnew says. “It was too expensive. Now, it’s much more accessible and easy to use.”

Sherwin-Williams’ Illusions® Translucent Metallic Finish — in silver,gold, copper and pearl — can create shimmering, elegant accentswithout weighing down the overall look of a room.

Sherwin-Williams formulations not only make the paint lighter andeasier to apply, Revnew says, but more stable in the can. The pigmentdoesn't separate from the rest of the paint formulation.

The most common application for Illusions Translucent MetallicFinish is to use it in combination with a glaze, which adds a touch ofopulence to walls or accessories, such as a mantel, piece of furniture,lamp or trim. When combined with Illusions® Faux Finish Latex GlazingLiquid™, metallic coatings add luster as a top coat, sometimes enhancedby combing or another decorative-finish technique.

“You can be very creative with it,” Revnew says. “It’s just a matter of what type of effect the designer and the contractor are envisioning.These are translucent in nature, however, so it’s not something you’dpaint on an entire wall.”

Today’s lighter, more versatile metallic coatings bring an additionaldimension to designers’ palettes. Want to draw the eye to a focal point?Reflect more of a room’s natural light? Provide a subtle luminance?Anytime you want to add shine to your design, Illusions TranslucentMetallic Finish is an illustrious choice, Revnew says. ■

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The lure of luster

HOW TO SHINE Metallic coatings require no different preparation

than other paints, according to Steve Revnew of

Sherwin-Williams. A clean, dry, uniform surface is

optimal for achieving best results. Try Illusions®

Translucent Metallic Finish, combined with Illusions®

Faux Finish Latex Glazing Liquid™, as a translucent

topcoat over a single colored base coat — either with

a brush or using a faux-finish technique, such as

ragging, frottage or combing.

And while gold, silver, copper and pearl are the

available colors, they can also be combined to achieve

special looks. For instance, you can blend gold and

silver to create bronze.

MORE ONLINE

For more information on metallic coatings

and their application, go to swstir.com.

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How do you take an iconic candy that’s smaller than the size ofa dime and blow it out into aretail store in the middle ofTimes Square? You use a

lot of color. With a set palette and a whole lot of gloss, those tiny M&M’S candies come alive in a worldwhere warm chocolate smells pervadeand you can hear that unmistakablesound of candies falling into a bowl. Mix in a handful of interactive experiences, and you’ve got a 25,000-square-foot candy land where everyone gets a taste of the fun. For designers, it’s a textbook case study oneffective environmental branding.

To create a contemporary and geometric store design while letting the“spokescandies” do their own storytelling, Mars Inc.,which owns M&M’S Brand, hired the Ohio-based ChuteGerdeman design firm after their award-winning work on theM&M’S Orlando store. Brian Shafley, the firm’s president and directorof creative services, says the key was balancing an iconic expression of the candy’s shape, size and color with all the personalities of the“spokescandies,” M&M’S Brand’s popular advertising characters.

Here, at one of the world’s busiest intersections, the projectpresented challenges of traffic and space, not to mention time: It had to be completed in 11 months to open for holiday shopping. The building has glass facades on three sides, making it a “giganticfishbowl.”With minimal wall space to work with, “the inside became the storefront,”says Shafley, who served as the principal on the project.

Making a statement from the street, 17 internally illuminatedcolumns are synced with LED lighting technology, allowing the exteriorto continually change color, which is most dramatic after dark. As theentire perimeter radiates light, the store shows off its vivid floor displaysto passersby. Keeping up with the varieties of electronic signs onBroadway, a rotating, internally lit sign, shaped like five stacked M&M’Scandies, sits beneath a 2,500-square-foot video billboard. Before youeven step inside, Shafley notes, the stage is already set.

Color became critical to communi-cating the brand inside and out. The

palette was restricted to the “sacredsix colors” of M&M’S Brand — red,orange, yellow, green, blue andbrown. The Chute Gerdeman teamtaped M&M’S candies on papernext to the corresponding Pantonecolors and then matched the chips

to Sherwin-Williams paint colors.Unlike most projects, where colors

usually start from scratch, here thechallenge lay in staying on brand. “It was

so important that we got the right M&M’Scolors,” says Gerdeman’s material and trend

specialist Katie Clements. “Even with carpet and flooring,if you wanted to use red, it had to be exactly the right red.”

Once they chose the exact shades, the search was on forthe perfect browns to make the space all the more

melt-in-your-mouth chocolaty. In fact, anywhereblack paint normally would have appeared,

brown was used in its place. The instantlyidentifiable colors created a cohesive

look. Then the trick wasapplying a

variety of finishes,including semi- andhigh-gloss, to achieve acandy-coated sheen on the giant three-dimensional characters.

“M&M’S is a singular brand with a lot of facets,” Shafley says. Therefore it was crucial to reinforce that brand all over the store. The merchandise ranges from T-shirts, housewares and collectibles to the actual candies, which are displayed in 6-foot-tall M&M’S-shapedfixtures. But that’s only part of what makes the store highly branded.Everywhere are reminders of how big the name is and how much funyou can have with it. A full-size M&M’S #38 NASCAR race car makesspeedway sounds. Nearby, the Color Mood Analyzer, a machine that

The Chute Gerdeman

team taped M&M’S candies on

paper next to the corresponding

Pantone colors and then matched

the chips to Sherwin-Williams

paint colors.

B y J E N N I F E R B L A I S E K R A M E R

EYEcandyThe new M&M’S® World New York demonstrateshow critical color is to environmental branding.

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A rotating sign shaped like five

stacked candies sets the stage for

the M&M’S store in Times Square.

GETTING THE WHITE RIGHT

A good white paint can be trickier to

pick out than another color. Material

and trend specialist Katie Clements

of Chute Gerdeman had a hard time

choosing one that would make all

the M&M’S shades pop. She shares her

process for nailing just the right white:

1. Go through samples and pull out any shades

of whites that appear colorless and crisp.

2. Test to see if the whites take on any hues

of the surrounding colors in the space.

Since whites can look slightly pink, blue

or yellow, usually this is when you can

notice any unwanted tones.

3. Narrow it down until you’ve found a

true white paint. For this project,

Clements found one in Sherwin-

Williams Extra White.

Chute Gerdeman created, “scans” you and tells you in a comicalcomputerized voice what M&M’S color you are.

Throughout the building, color acts as a metaphor for diversity, while“the world’s biggest wall of chocolate,” measuring 50 feet by 22 feet,strengthens that message. Here, two stories display 72 M&M’S-candy-filled tubes where customers can create their own personal mix. Playingoff the United Nations, a wall covered with international flags encour-ages customers to make a one-of-a-kind mix using their country’s colors.The price is $9 a pound, but where else can you take home a custom bagof M&M’S candies representing Italy, the Red Sox or your alma mater?

“This is a chance for people to immerse themselves in all thingsM&M’S,” says Phil Levine, a spokesperson for the Mars Retail Group.Call it environmental branding, retail therapy or “retail-tainment,”he calls the flagship store a destination where customers can connectwith their favorite M&M’S candy — and we all have one. “People aredevoted to their favorite M&M’S color,” he says. “The store does itsbest to reflect that dedication.” ■

THE COLORS OF CANDY LAND


Stop (SW 6869)

Invigorate (SW 6886)

Cheerful (SW 6903)

Envy (SW 6925)

Blue Chip (SW 6959)

Brevity Brown (SW 6068)

French Roast (SW 6069)

Extra White (SW 7006)

Susan Drawdy wanted her two-bedroom beach condo, whichoverlooks a neighboring pier in San Diego and the Pacific Ocean, tobe colorful, but not too beach-like. No lighthouses, no shells, no

netting motifs. She wanted a no-fuss, low-maintenance, high-functioning space where she and her two boys could relax and entertainon weekends.

Drawdy was too busy to be very involved with the project, so shesearched the Internet for a local designer to whom she could hand itover with confidence. She chose Laura Birns, owner of Laura BirnsDesign (www.lbdesign.net) in Del Mar, Calif., because of her portfolio,her way with colors and her custom furniture designs. Drawdy set nocolor parameters. “I let her fly with it,” she says.

Birns did more than fly; she soared, creating a vibrant palette withunexpected punches of color that support the condo’s spectacular view.She started with a clean, small slate: white ceramic tiles, white walls anda 1,000-square-foot footprint that could not be altered. Her challengewas making the condo look and function like a larger dwelling. But shewasn’t afraid to break up the limited space with a lot of bold hues.

“I wanted the colors and the design to expand the space so youcould move through it almost in a circle. I love circles,” she says. “Theinteraction of materials and color give the condo a natural pulse.”

Birns, who is passionate about environmentally friendly design,chose Sherwin-Williams Harmony® Interior Latex, which has novolatile organic compounds (VOCs). Her green leanings are alsoreflected in the color palette, which was inspired by nature. Thefront living space, which includes the kitchen, living room anddining area, has a cheerful Papaya (SW 6661) accent wall thatgreets you and leads you through the space. She added a deeper


B y R I TA M A N N K O N T E R S K I

A spectacular setting inspires anoceanfront getaway’s colorful palette and Earth-friendly design.

Drawn fromNATURE

The color palette in

this California condo

was inspired by its

ocean setting.

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orange, Copper Harbor (SW 6634), andbright yellow cabinets to create a feeling of sunshine. Baize Green (SW 6429) onanother wall evokes a spring meadow,while recyclable-glass floor tiles and amosaic backsplash, both in blue, sparkle like the ocean.

“The ocean view set the stage,” Birns says.“Everything else supports this natural setting.”

Drawdy admits that if she had seen thewhole color palette on a single board, shemight have been reluctant to try so manycolors. “I don’t think I have ever seen a spacewith all the combinations of color,” she says.“In the kitchen, three colors come together. It’s amazing that it works, but it does.”

Birns continued her colorful ways in themaster bedroom and bath, which feature asoft purple (Indulgent, SW 6969) and green(Baize Green) palette. “I chose purple for the bedroom because it is a good color

for sleeping and dreams. I was not aware it was my client’s favorite color,” Birns says.

Flexible furniture pieces help the condo livelarger than it looks. The living-room sofa pullsout as a queen-size bed so that the space candouble as extra sleeping quarters at night.And a cocktail table, custom-designed by Birns,has wheels so it can easily move to accom-modate sleepovers.

“The success of the design, in addition to the color palette, is the condo’s ability tofunction and play host to so many people,”Birns says.

Drawdy came to trust Birns’design instinctsand asked her to design the family’s primaryresidence in Escondido, Calif. That home, which is much larger, has a more neutral palette, shesays, noting, with a laugh, that people usuallyget more conservative with color as they getolder. Does Birns agree? “You should haveseen me when I was younger,” she says. ■

KITCHEN/

LIVING ROOM/

HALLWAY:

Baize Green

(SW 6429)

Copper

Harbor

(SW 6634)

Papaya

(SW 6661)

MASTER

BEDROOM/

BATHROOM:

Indulgent

(SW 6969)

Baize Green

(SW 6429)

2ND BEDROOM/

BATHROOM:

Papaya

(SW 6661)

Rookwood

Jade

(SW 2812)

COLORS OF THE SEA AND SUN

For paint, designer Laura Birns chose Harmony®,

an environmentally preferred coating with the

Sherwin-Williams GreenSure® designation. It

contains no volatile organic compounds (VOCs).


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The colors in Drawdy’s

condo were chosen

to inspire movement.

MORE ONLINE AT SWSTIR.COM

There’s more online with designer Laura Birns at swstir.com.


California interior designer Laura Birnsloves many colors, but she’s mostpassionate about green. As a member

of the U.S. Green Building Council and anadvocate of its Leadership in Energy andEnvironmental Design (LEED) certificationprogram, she approaches all her projectsthrough a green lens.

“My philosophy is to stay true to form andfunction, which means maintaining a healthyenvironment,” she says. “I don’t know how else to design but green.”

She enjoys educating clients aboutthe wide and rapidly expanding range ofenvironmentally friendly materials available.“Many clients want ideas about greenproducts, but they aren’t aware of all thechoices,” she says. “Technology moves sofast, it’s tough even for professionals to stay ahead of the learning curve on all thenew sustainable products and solutions onthe market.”

“People are sometimes surprised thatthey can have luxury and beauty — and still be very green.”

When Birns was hired to design a two-bedroom oceanfront condo for client SusanDrawdy, Birns made sure her specificationsfrom paint to lighting, from flooring to

fabric, were all environmentally friendlychoices, including:

• Bamboo flooring with a formaldehyde-free, water-based sealer. (Bamboo growsfaster than hardwoods. Because it is a grass,it can be harvested again and again fromthe same plant. It’s also harder than mapleand red oak, and very beautiful, Birns notes.)

• A wool area rug that is certified “child-labor free,” meaning no child labor wasused in manufacturing. Wool is also agood choice for avoiding petroleum- or chemical based-fibers.

•No-VOC paints (Sherwin-Williams Harmony®).

• Dimmer-controlled lighting throughoutthe condo to conserve energy.

• Low-flow water fixtures and low-energyappliances throughout.

• Sheer weave window coverings that allowlight in and block out heat, ultraviolet raysand the sun’s glare.

• Recyclable glass tiles in the kitchen.

• Natural lighting in the master bathroom through a skylight.

• No PVC (polyvinyl chloride, which has been proven toxic) in upholstery fabrics.

• Stainless-steel accents. (Stainless steel is resistant to corrosion and staining, requires little maintenance, is relatively inexpensive, and is 100 percent recyclable. In fact, an average stainless-steel objectis composed of about 60 percentrecycled material, 25 percentfrom end-of-life products and 35 percent coming from manufacturing processes.)

• Wood that was sustainably harvested. The result was a surprised — and very

pleased — client. “Green design wasappealing, but it was not a priority to us,”Drawdy says. “Laura educated us aboutsustainable design, and she really outdidherself on our home.”■

People are sometimes surprised thatthey can have luxury and beauty — and still be very green.

Style and sustainability go hand in hand in designer Laura Birns’ projects.

Seeing green’s POSSIBILITIES

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G O I N G G R E E N

B y C H A R L O T T E S T O U D T

Cynthia Rowley made her first dress at age 7. As a senior at the School

of the Art Institute of Chicago, she sold her first collection to

several New York department stores, and her designs have been in

high demand ever since.

Known for her vivid color combinations, clean lines and playful sense of

design, Rowley (cynthiarowley.com) has expanded her fashion empire

to include everything from umbrellas to dishware and fragrance. The designer

co-authored the Swell series of wry lifestyle books and has appeared on TV’s

Project Runway and Design Star.

Most recently, Rowley partnered with Sherwin-Williams to launch the

Concepts in ColorTM collection, a simplified color-selection system that

presents 250 of the most popular hues in easy-to-use 3" x 5" sample chips

with coordinating color recommendations.

IN COLORadventures


Fashion-forward designer Cynthia Rowley keeps it freshby continually challenging her creativity.

C O L O R S P Y

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STIR: You’re known for your high-impact colorcombinations. Where didthis bold style come from?

CR: I was always encouragedto be as creative as possible.When I was in seventh grade,my parents told me I coulddecorate my bedroom howeverI wanted. They gave me abudget. It was like one of those home design reality shows. I choselime-green paint and multi-shades of lime-green shag carpeting. Ipainted the woodwork. I bought sheets and twisted them to make acanopy over my bed. I just tricked out the whole room.

STIR: How do you think about color for home design asopposed to color for your clothing line?

CR: I don’t think there should be a distinction. People get so scaredand want to do everything safe in home design. They have an idea that it’s more of an investment, but the way you think about your home should be the way you think about your clothes.

STIR: So you should change your home design as often as your outfits?

CR: Exactly. Something starts out as a trend and people latch on to it. But then they stay with it longer than they should. That puce greencolor has been around for awhile. For designers, I feel like itwas meant to be a shot of color. Then people endedup using it for a whole theme.

You need your own style, and it should bebased on classic principles of design. But you haveto keep changing all the time. That’s why paint issuch a great tool for that. That’s how that pucecolor started, someone painted one wall green.Great, but that idea needs to progress to the nextone. Maybe hot pink, or a dark coffee color. Even redlacquer. Color is a great tool, but it always needs to be evolving. Take cues from other trends likefashion and the visual arts.

STIR: What colors do you use inyour own interiors?

CR: My office is plain old white,because it’s such a confluence of somany things. We do accessories, homecollections for different people, kids’clothes — couldn’t have anything elsevisually going on in the workplace. Ourstores use Sherwin-Williams PotentiallyPurple (SW 6821), and the floors are black.

My house has lots of color. I used a 1970sraspberry purple upstairs in the living room,which is actually kind of formal; there’s a gold-

leaf grand piano in that room. I like that it’s sort of a twistedversion of tradition. I use a lotof blues — there’s a lacqueredblue wall around a fireplace.Then I mix that with a black-and-white zebra rug. My kitchencabinets are Sherwin-Williamshigh-gloss black lacquer.

STIR: You’re definitely a big fan of lacquer. How can someoneplay with that idea without overdoing it?

CR: How about starting with your front door? Mine is a dark teal blue.You have to be practical about using lacquer. Pick a dark shade. Smallrooms like entryways are fun to play around with. If you’ve got a bigroom, try painting one or two pieces of old wooden furniture from a fleamarket a bright color, like hot pink enamel. Lacquer really transforms atraditional piece of furniture. Or do a desk and a chair in a kid’s room.

STIR: Do you paint floors?

CR: Absolutely. My stores have black-lacquer-painted floors with a silverstencil. A stencil is great for creating a more interesting floor pattern.

STIR: What is your favorite color in nature?

CR:The blue of the sky. I like that sort of evening blue right before thesun goes down. It’s almost a military blue, with some black in it.

STIR: Name two colors that never let you down.

CR: Silver and gold.

STIR: You’ve recently come out with a collection of drawings and stories entitled Slim: A FantasyMemoir.

CR: Yes, it’s kind of a fun mother-daughter book. It’s aboutbeing playful and inventive. Mixing up Kool-Aid in the bathroom sink. Or the notion of luxury camping — the girl

in the book thinks, well, the tent is made fromcanvas, so why not paint a painting on the

inside? She puts her hair up with twigs.There’s a chandelier made from flashlights.

I wanted the book to be a source ofinspiration. Whenever you’re faced with

a creative decision, in any part of yourlife, you want to think, “How can I

make this different than anythingthat already exists? How can I

look at this in a different way?”The bottom line is to be as

inventive with as manythings in life as possible. ■

Color is a great tool, but it

always needs to be evolving.

Take cues from other trends

like fashion and the visual arts.

Rowley’s new book, Slim: A Fantasy Memoir,

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F I N A L T O U C H

NATURE’S LIGHT SHOW

The aurora borealis, or Northern Lights, those magical flickering fingers of colored light that

appear in the sky, have long fascinated humankind. But there’s more science than magic behind

their hue and hypnotic movement. The aurora occurs when highly charged electrons from the

solar wind collide with gases in the Earth’s upper atmosphere. The color of the aurora depends

on which atom is struck and the altitude of the meeting. A green aurora, the most common

color, results from oxygen up to 150 miles in altitude, while red results from oxygen at higher

altitudes. Nitrogen produces an aurora in blue (up to 60 miles in altitude) or purple (at more

than 60 miles in altitude). All the magnetic and electrical forces react with one another in

constantly shifting combinations, making the aurora appear to “dance” on the horizon. ■


PRSTD STDUS Postage

PAIDCenveo

Sherwin-Williams400 1st Ave. N., Ste. 200Minneapolis, MN 55401

What shade of “joy”are you looking for? With our new Concepts in Color™ collection, you’resure to find it. Of course, if you want to create an entirely different mood— from subdued tosurprising — we can help you do that, too. Now, doesn’t that make you want to jump for joy?To order large size color samples and fan decks, go to sherwin-williams.com or contact yourlocal Architectural or Designer Account Executive.

©2007 The Sherwin-Williams Companysherwin-williams.com

painton joy.

SW 7707 | COPPER WIREfrom the collection

Architect and Designer Answerline 800-321- 8194

™

stir 4.2 2007

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