The Institute of Primal Colour
White Space Venue, Leicester Square, 21st – 22nd March
Colour lovers had reason to celebrate this spring as leading UK paint brand, Valspar®, launched a unique, immersive experiment to discover why we love certain colours. The Institute of Primal Colour was created in collaboration with world-renowned design studio Bompas & Parr.
Hosted in central London for two days only, guests were invited to use their senses (beyond sight) to explore individual relationships with colour. The right paint shade can inspire, alter your mood and affect your experiences. The experiment set out to discover why we love certain colours and unearth the perfect palette for each participant’s home.
Visitors were invited to take part in The Institute of Primal Colour, offering a series of secret, chromatic experiments to interact with. Curious colour explorers learnt how to identify their perfect palette by taking part in genuine scientific experiments, curated in tandem with experimental psychologist, Professor Charles Spence, of Oxford University’s Crossmodal Research Laboratory.
In true Bompas & Parr style, visitors could expect to be surprised every step of the way. To reward their contribution to science, guests were afterwards able to talk with globally respected Colour Specialist, Mark Wentworth. Mark used his expertise to decipher the data gathered during the experiments and decode each participant’s colour spectrum, whilst guests sipped on a cocktail matched to their favourite hues.