Located in Jinhua, Zhejiang Province, China, the client Benjamin Moore commissioned NDB DESIGN STUDIO to conceive a showroom and experiential space. The design team broke the conventional display modes of showrooms, but tried to combine products and art in an experimental way and reshape the overall spatial scenes for experience, purchasing and communication, thereby turning the 100m² space into a place with attitudes and full of “impromptu” surprises.

Innovation:
Though the paint showroom is small, it showcases the application of paint and its impact on life. When entrusted with the project, we felt excited, not because of the influence of brand Benjamin Moore, but about how to present paint in an interesting way, so as to change people’s perception of paint. The space is dominated by a grayish tone, and is highlight by vivid hues attached to objects. Lively paint colors are combined with forms, creating varying sensory experiences and evoking interaction. 

Creativity:
However, the design team doubted why paint could only be attached to walls but not for making props? This became the starting point of the design. The design team hoped to shake off the conventional practice and process, and to fully showcase the excellent performance of the brand's paint products. The light bulb that provided lighting for painting process on the site, the masking tape tore off from the painted ceramic tiles, and the structural parts cut from the curved wall for length control, harmonize with each other in this space. As carriers of the spatial creation process, those items are retained in the space, which enables visitors to clearly perceive what happened here.

Functionality:
The functions of space were not preset. It’s available for multiple purposes, such as exhibition, socializing, photography and events, etc. Freely combined props generate various applicable scenes. The space is endowed with varying attributes by random occurrences. This space is not confined to a fixed function, but provides infinite possibilities for use. Common materials such as wood, stone, leather, steel tube and acrylic are presented in a touchable manner in combination with paint. Their semi-processed state shows the dramatic fusion and contrast of material textures and paint colors, and brings diverse experiences that refine the value of display props.

Sustainability:
The showroom can accommodate socializing, salon and market activities. Props act as media to showcase the paint craftsmanship, and as carrier of varying functions. The project makes use of objects that are no longer used, endows them with new vitality, and collects their changes over time. The props can be upgraded and updated without producing waste, and can be casually and freely placed in the space as artworks.