Color inspires design and, in the case of Behr, it inspires live events. For the third iteration of its Color of the Year campaign, the brand immersed 20 design and lifestyle editors and VIP partners in its 2020 color, a meadow-inspired hue, “Back to Nature,” with an overnight retreat to explore ideas and recharge. Held at the Calistoga Ranch in Napa Valley, CA, the Color of the Year event strategy followed a pop-up in 2018 and a trend home installation in 2017.
More Color of the Year Coverage:
- Behr Paint Reveals its 2018 Color of the Year with a Pop-Up Trend Home
- Behr Coats its ‘Color of the Year’ Pop-up with Shoppable Showrooms, Photo Ops
The two-day event began with a welcome reception outdoors where attendees could sip craft cocktails and tour micro vignettes around a pond on the property, each representing one of the 15 hues in the Behr 2020 Trend Palette. Attendees knew that one of the hues would be named the Color of the Year, so they were able to mix, mingle and make their predictions.
The next morning, on reveal day, Erika Woelfel, vp-color marketing at Behr, also a yoga instructor, led a yoga exercise outside by the vineyards on the property. Afterward, attendees gathered by an outdoor stage next to large-scale dining room and living room vignettes where “Back to Nature” was announced and Woelfel described the selection process and inspiration behind it, as well as design trends. The vignettes, painted in hues from the 2020 trends palette, were styled in partnership with The Home Depot, which provided décor items and furniture.
That afternoon, Behr held a DIY workshop where attendees could work with the colors in nature-inspired crafts, like painting vases, that they could take home. The event wrapped with a sit-down formal dinner in the ranch’s wine cave.
“We wanted to make sure from an experiential perspective we stayed true to our brand, and when we think about Behr we think about this approachable brand focused on paint for real life,” says Jodi Allen, cmo at Behr Paint. “We sat back and said, ‘How do we really bring that color to life in a much different way than anything we’d done in the past,’ so we thought this could be a great opportunity to take the media out of the hustle and bustle of New York and bring them to a space that is very much nature-inspired and authentic.”
The event is part of a larger omni-channel strategy comprised of a color trends microsite, digital video as well as social media campaigns. The brand is launching a “Back to Nature” sweepstakes this year, as well. Agencies: Trigger(House (event strategy); ICF Next (campaign).