First Light. With optimism for the future from Benjamin Moore & Co

/ Design /

The American company Benjamin Moore & Co presented the color of the year — First Light. For the first time in its history, the company chose a shade of pink. Warm and fresh First Light represents positive expectations from the second decade of the XXI century.

PRAGMATIKA.MEDIA spoke with Julia Yavtushenko, brand manager of Benjamin Moore Ukraine, about how trends in the development of society are reflected in the philosophy of color.

PRAGMATIKA.MEDIA: The color of the year is determined by months (years) of research. What major events, trends, industries were studied in this case?

Yulia Yavtushenko: Every hour, the Benjamin Moore & Co company's team of color specialists led by Andrea Mango become philosophers — they analyze what is happening in all areas of life. I am looking for answers to questions that mean the coming hour, how it can be expressed with the help of color. The team visits art and industry exhibitions, studies trends that are gaining popularity and find their response in society.

Yulia Yavtushenko, brand manager of Benjamin Moore Ukraine

We focus primarily on design, analyze color solutions in furniture, lighting, fabrics, home accessories; expectations and perception of consumers are combined. Art stimulates the manifestation of unexpected color combinations; fashion, allowing a person to express himself to the fullest extent, gives an instant slice of society; Contemplation of landscape design in different countries, travel gives an opportunity to feel the scale of changes. The task of Benjamin Moore & Co. experts is to measure the temperature of the time and choose one shade from a palette of more than 3 colors, which will become the main color of the year.

The economy and consumer sentiments, human influence on the environment and contemporary culture are thoroughly studied. We have selected several marker words that characterize phenomena, sensations of the world. These are the words "beauty", "privacy", "creativity", "self-expression", "comfort", "safety", "community", "imagination", "authenticity", "optimism".

Beauty. We are all tired of the excessive noise and saturation of life, sometimes we need peace to find balance.

Privacy. How to save yourself to a person in the conditions of a constant information flow? Now there is an active discussion about private space: is there a place to work in personal space or does privacy mean complete isolation from the outside world?

Creativity. Expectations of the increasing participation of artificial intelligence in everyday life and the economy have led to an increase in the value of creativity. This is the direction where a person cannot be replaced.

Self expression. One of the human needs. The interior is expressed by unexpected color combinations. A manifestation of this trend is mass customization, when companies try to adapt their product to each specific user.

Security. It is not only a matter of physical safety, the task is to create a feeling of mental safety.

Comfort. Home is a place where you are at ease, where you can be yourself. A large selection of colors makes it possible to choose them according to your mood.

This year, the color with the number 2102-70, First Light, became the expression of all these trends. Soft, but by no means sugary pink.

PM: What is the symbolic meaning of First Light as a color that starts the 20th century?

Yu. Ya.: According to Benjamin Moore & Co. experts, it is this color that conveys hopes and expectations for the coming decade. This is a perfect color to start with, full of lightness, joy and comfort. It symbolizes an optimistic outlook and new perspectives, a period of dawn and revitalization. Such a shade calls to be optimistic and happy.

PM: In your opinion, can this choice be considered an adaptation to the challenges of time and a logical continuation of the 19 Metropolitan color?

Yu. Ya.: The choice of the color of the year by the Benjamin Moore company is not only a trend-setting demand, but also a certain philosophy. The 2019 Metropolitan color and the 2020 First Light color are completely different in perception and the message they carry. When choosing the color of 2019, the main message was rather self-immersion, concentration, contemplation, contemplative state of mind. Pink 2020 is also a response to the challenges of time, it is a step forward. Although his choice was unexpected for some, it was still predictable. Traditionally, the colors of the Benjamin Moore company were more universal, with cool, gray neutral shades, but for the last few years, neutral colors with pink and red shades have appeared in the collection.

First Light symbolizes hopes and expectations for the coming decade

PM: How would you summarize the general perception and "aftertaste" of the color trends of 2019?

Yu. Ya.: "Aftertaste" after 2019, of course, remains, the colors of the year will remain at the peak of popularity for some time. AF-690 Metropolitain is still very much in demand, as is basically the entire palette of gray, beige, neutral and light colors. This is one of the best-selling flowers. AF-690 Metropolitain is a very philosophical, multi-meaning and multi-tasking shade.

PM: What does the shade of First Light express from the point of view of psychology? Don't they perceive it as too feminine?

Yu. Ya.: From the point of view of psychology, pink is a soft, romantic, gentle color that warms and attracts attention. This refined and warm shade is suitable for all seasons and styles. Perhaps it has a feminine origin, but it works very well with the so-called traditional masculine colors, creating a balance in the combination.

The gender color division has long lost its relevance, the boundaries have gradually faded, and today a man with pink shades in his wardrobe is perceived as absolutely natural. Look at the guests at the recent Grammy Awards, the colors of their clothes. "Clothes for the walls" does not have a cardinal difference.

Note: pink has been mainstream for several years. It used to be considered a color for a "baby shower", lipstick and a "little girl's room", but today pink decorates luxurious offices. Shades of pink are becoming more and more popular. Among the bright examples are Dimorestudio (an exhibition apartment in Milan, design duo Emiliano Salchi and Britt Moran), the apartment of the acting couple Anne Hathaway and Adam Shulman (designer Pamela Shamshiri, Studio Shamshiri).

Today's pink has noticeably evolved from the first Millennial Pink, Rose Quartz or Living Coral to a shade with many nuances First Light 2102-70 with a slight blue undertone. This is a color you can live with every day.

It will become an excellent background for any room, complement various textures and materials, and give the room a pleasant light. First Light 2102-70 is perfectly combined with a minimalist interior and clean lines thanks to the softness that creates a cozy atmosphere in the room. This delicate shade will flatter any space and reflects the desire to bring more light into the living space.

PM: What colors make up the "entourage" of First Light, are included in the Color Trends 2020 palette? How are they complimentary to the 2020 color? What meanings are transmitted?

Yu. Ya.: To create the main palette of 2020, we have identified 10 companion colors that are friendly to him or emphasize him. We focused on the ability of these colors to complement design preferences, on their ease of perception, freshness and optimism. Their combination will create the basis for the next decade. In addition, the selected colors will be able to be multifunctional, complement the living space, create an aesthetic design and will resonate with different generations. Some colors of the palette are playful and cheerful, others are serious and traditional, and together they create many options and styles. Their color combinations can be used for different types of apartments and houses. Several monochrome combinations are a great way to create a color flow in a room or a flow of color from one room to another. In addition, we have selected colors that work well alone or together as a complete palette.

A gentle shade of rose reflects the desire to bring more light into the living space

PM: Which of the 20s is your personal favorite after First Light?

Yu. Ya.: My favorite is the White Heron OC-57.

This is a color from the Benjamin Moore brand collection, consisting of 152 colors, starting from white. The initially complex and infinitely versatile Off-White collection offers subtle shades of white that are suitable for a calm, serene environment, and also create color accents for dynamic spaces.

It pairs perfectly with Windmill Wings 2067-60.

First Light — a color you can live with every day

PM: Your advice: how to use the color of the year in design?

Yu. Ya.: Trendy colors will give an excellent result when combined with each other:

  • refreshing pink shade First Light 2102-70 and neutral, floating between warm and cool Thunder AF-685;
  • effervescent, silver invigorating jade Crystalline AF-485 and enveloping, enveloping Cushing Green HC-125;
  • playful, soulful periwinkle Windmill Wings 2067-60 and comfortable, like perfectly worn blue jeans, Oxford Gray 2128-40;
  • soothing light blue-green Buxton Blue HC-149 and very elegant sapphire Blue Danube 2062-30, uplifting;
  • refined, clean and cool White Heron OC-57 and honey-cream mixture Golden Straw 2152-50.

 

Apartments

Apartment in Hong Kong Happy Valley Residence. Design: Lim + Lu

Apartment in Hong Kong Happy Valley Residence. Design: Lim + Lu

Boutique

REDValentino boutique in London. Design: India Madava

REDValentino boutique in London. Design: India Madava
India Madava created a fantasy pink interior for a women's clothing store

Restaurant

Odette restaurant in Singapore. Design: Universal Design Studio

Odette restaurant in Singapore. Design: Universal Design Studio

Interviewed by: Oksana Hryshina