Benjamin Moore Experience Center: Redefining Showroom Design

An Experimental Space Fusing Art and Products

The Benjamin Moore Experience Center stands out from traditional showrooms by adopting an experimental approach to its design. The design team, led by Chief Designer Ni Dongbo, embraced uncertainties and sought to create a space that resonates with the simplicity of life. The space was conceived as a process of experiment and discovery, capturing random occurrences and sudden flashes of ideas.

One of the key features of the Experience Center is its unconventional use of materials. Common materials such as wood, stone, leather, steel tube, and acrylic are presented in a touchable manner, combined with paint. The semi-processed state of these materials showcases the dramatic fusion and contrast of material textures and paint colors. This unique approach creates a visual and tactile experience that is both engaging and thought-provoking.

The design of the Experience Center also challenges the traditional notion of how paint is used. The designers questioned why paint could only be attached to walls and not used for making props. This inquiry became the starting point for the design, aiming to fully showcase the excellent performance of Benjamin Moore's paint products. The space features props made from paint, such as light bulbs used for painting processes, masking tape torn off from painted ceramic tiles, and structural parts cut from curved walls for length control. These elements harmonize with each other, blurring the boundaries between art, design, and functionality.

Located in Jinhua, Zhejiang Province, China, the Benjamin Moore Experience Center reshapes the overall spatial scenes for experience, purchasing, and communication. It turns a 100-square-meter space into a place with attitudes and full of impromptu surprises. The design team aimed to create a showroom that goes beyond displaying products, offering visitors a diversified experience that challenges their perception of paint.

The Benjamin Moore Experience Center was completed in May 2021, following a design process that started in February of the same year. The design team, led by Ni Dongbo, overcame the challenges of uncertainty and achieved an excellent result that combines practicality and aesthetics. The space is a testament to the power of experimentation and the fusion of art, design, and technology.

The Benjamin Moore Experience Center was awarded the Bronze A' Design Award in 2022 in the Interior Space, Retail, and Exhibition Design category. This prestigious award recognizes the outstanding and creatively ingenious design that authenticates experience and resourcefulness. The Experience Center showcases strong technical and creative skills, contributing to quality of life improvements and making the world a better place.