A brand-new development is turning the paint can on its head: Leading American paint company Benjamin Moore has unveiled a new product that adds the dimension of soft, leather-like touch. Called Century, the paint debuted in New York City yesterday with wall displays coated in the product to demonstrate this amazing tactility, the result of input and knowledge from both craftsmen and chemists. So why the touchable finish? Benjamin Moore cites that there’s a growing interest in the residential market for soft comforting qualities that help provide respite in the home.
The specially formulated paint line, geared particularly toward high-end designers, not only boasts a durable and scratch-resistant touchable matte finish, but also deep rich color. In fact, because of the science involved to create this formula, a palette of 75 colors that are completely new to Benjamin Moore was developed. These new hues — in every color family from blues and purples to reds and yellows and from dark to mid tones — are exclusive to the Century line and take inspiration from natural elements such as minerals, gems and plants. Due to the intricately balanced formula, Century paints are made in small batches at a time and sold premixed in gallons and 4-ounce sample sizes.
The manufacturer is planning to roll out the new product, along with a new Century-specific brush for optimal application, in retail stores by region over the next few months with an MSRP of $10 for 4-ounce samples and $125 for the gallon, though prices will of course vary depending on the retailer. Design and architecture professionals can request the professional reference set, which contains the palette booklet and accordion deck displaying all 75 colors made with actual paint smears for touching.
“The unmatched richness and color saturation, coupled with the tactile experience of Century, delivers a new dimension in paint unlike anything the design world has seen,” commented Harriette Martins, senior brand manager for Benjamin Moore. “With Century, color becomes an experience.” For more information, visit experiencecentury.com.
