Design: Project Room
Opening date: November 2018
Store size: 242 sq m
In West Hollywood, in the heart of the La Cienega Design Quarter, stands a new Farrow & Ball showroom that is designed to transform the way customers experience and interact with the British brand's premium paint and handcrafted wallpaper.
Designed by Isaac Resnikoff and Sandy Yum of local design studio, Project Room, the two-storey showroom celebrates Farrow & Ball's world-renowned colour expertise as well as the local design scene in Los Angeles.
On the exterior of the space, a vibrant, striped facade showcases each of the brand's full range of colours.
The ground floor invites architects, interior designers and visitors to "see" rather than just "look" at colour through an innovative display that brings paint to life in three dimensional surfaces.
Taking inspiration from Farrow & Ball’s poetic approach to colour naming – ranging from Elephant’s Breath and Arsenic to Dead Salmon – Project Room carefully studied each of the 132 colours in the brand's palette, along with its back story and historical references.
The result is a display of 132 unique design objects, each painted in the Farrow & Ball colour the object represents.
'The new Farrow & Ball Los Angeles showroom incorporates the rich storytelling elements of the heritage brand with pioneering displays for the modern customer,' says Isaac Resnikoff, co-founder of Project Room. 'We worked closely with Farrow & Ball to create an interactive shopping experience that will serve as a destination for design-minded people in Los Angeles.'
The LA showroom is the first in North America to showcase the full breadth of the Farrow & Ball product offering by allowing customers to experience every colour in every available finish. Through a special magnetic system, customers have a more tactile and personalised way to view subtle differences and pair colour schemes.
'With this new showroom, we wanted to create an innovative space and rethink what a paint and wallpaper showroom can be,' says Farrow & Ball CEO Anthony Davey. 'Los Angeles has such a an exciting design scene, it seemed right to create a dynamic space that takes a new approach at how we experience colour. Together with Project Room, I believe we have achieved something that will really surprise and amaze our customers.'
The showroom incorporates a series of modular tables that can be used as work stations and places to review samples, alongside other material finishes.
The second floor has a lounge space, complete with a design library, where designers and clients can work and take meetings. In addition, a roof deck, slated to open in early 2019, will host a regular series of private events for the local design community.
Photography: Laure Joliet