Transforming cities with paint
I am in love with this project. The paint company AkzoNobel, makers of Dulux and Coral, working together with local communities, have been initiating neighborhood "make-overs" across the world.
The project is called "Let's Colour", a worldwide initiative to transform grey spaces with colorful paint. They strive to rejuvenate depressing, dirty, crumbling streets, houses, schools and squares with shockingly bright, cheerful paint colors.
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What a difference this must make in people's attitudes about where they live. Countries such as Brazil, India, France, and the UK have had the good luck of receiving assistance through this project. But wait til you see some images...Rio de Janeiro, Brazil
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In the top left image, you can get a feel for the density of the housing and the depressing, oppressive feeling one must have gotten before color was introduced.
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Graffiti be gone. Ah, so much better...Johpur, India
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This painting marathon consisted of a school and a community square. Aren't those colors just edible? The transformation is just incredible. You can see a little of what the team was starting with in the first top left image.
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But just look at this. Speaking to a group of local women after, they told the project leaders that they love the bright new color because it was like a smile every morning.
You might be wondering- how were colors selected? Was it arbitrary? Given what I've been digging up about this endeavor, by working with local businesses and the community, the project leaders show great cultural sensitivity.
Update: Just emailed with a rep from Let's Colour and she explained in more detail:
A broad colour palette was chosen by the AkzoNobel Global Aesthetic Centre in Amsterdam. This palette was based on global research that identifies popular colours and colour combinations by market. Also among these colours were some of the 2011 Colour Futures colours, again based on similar global research by the Aesthetic Centre. This broader palette was then simplified by the Euro RSCG creative team, TV Director (Adam Berg) and Stink Production's Art Director (Kem White) to create a colour flow that runs fluidly throughout the 4 cities painted taking into consideration the colour trends per country.
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Jodhpur, for example, is called the blue city for a reason.Aulnay-sous-Bois, France
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Some architects might cringe at the idea of painting over the purity of a concrete structure, but I say, it's SO much more lively now!London, England
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Virginia Primary School in Tower Hamlets. If you were a kiddo, wouldn't this transformation from stodgy brick to cheerful brights be a welcome change?
These projects will ultimately be shown in a full-length documentary. Here's another clip from the film in progress. I'm keeping my ears perked for any more information on that. To learn where they are heading next, you can keep up to date on the Let's Colour blog. Where should they go now?
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12 comments:
some snippets I jotted down while listening to this interview http://ow.ly/1AsbI
CEO mentioned several goals of project:
it's an "almost childlike enthusiasm and commitment to adding color"
and
"collective call to action- let's do it together"
But here's an interesting point the interviewer made:
the line is blurred between entertainment and advertising in the documentary/commercial that is being generated from this ongoing project.
heck, if advertising can done magnanimously, i say "great!"
that is sooooo cool! thanks for the heads-up! :)
How awesome is that ! Like you, I believe that paint is the greatest invention on earth! It makes all things new! Great post, and I can't wait to see the documentary!
Wow, this is so interesting! Thanks for letting us know about this. I believe color can truly improve people's lives - I see it in my work everyday! The only thing that concerns me is the quality of the paint job with all those little children and inexperienced painters slopping paint everywhere. If they aren't using a flat finish, there are gonna be roller marks all over the place! Sorry, I'm a little anal about quality paint jobs! :)
I love this. Would they mind coming to Seattle to paint the sky?
Another great RachelHuePost. It gives a new aspect to the concept of "the color of cities" which is an interesting look also at color in architecture. But before I get too serious, just to say, This is a beautiful project. So what if it's advertising? What is it advertising? That color has an uplifting effect? Bring it on!
Of course, they might have to repaint in a couple of months due to lack of prep etc...but will cross that bridge when they come to it,right?
yeah, i wondered about the lack of prep work myself. sure is fun to just roll on a brilliant coat of color, but what happens to the un-primed surfaces, etc?
wow!!!
This is an amazing project! I'd love to see some areas of our mutual city, Oakland, benefit from this treatment.
This is such a great idea!! And such a great description, that the bright colours are like a smile every morning :-)
I love the purple building in India, and the building in France with the colour gradient from red to yellow.
Kelly
Hi Rachel,
It's Rebecca from the Let's Colour Project.
Wanted to let you know that tonight we launched the 2 minute director's cut version of the film 'Dulux Walls'. So exciting.
Watch it here: http://www.letscolourproject.com/blog/2010/05/dulux-walls-global-film-launched-2/
Shot by director Adam Berg over four weeks in Brazil, France, London and India. Every location is real and they remain transformed by a palette consisting of 120 different colours. The people in the film are not actors, they are real people who rolled up their sleeves to transform their community with colour.
I hope you enjoy it and would love if you could help us in spreading some colour with the world :)
Rebecca.
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