Thinking in Color

Duration - 2:1

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Thinking In Color GFX: At Sherwin Williams, we believe we can create any color imaginable. We wanted to show the world how. Knowing Architects are always looking for new ways to be inspired, we introduced the first-ever opportunity to unlock colors created by the mind. GFX: Thinking In Color � An immersive experience by Sherwin-Williams. (A man stands in a crowded gathering wearing a thin black headband.) GFX: Sean Sullivan � Technology Creative Director Sean Sullivan [00:00:26] This technology didn't exist before we really had to create it from scratch. Thinking In Color is an experience a way to produce a spectrum of color based on EEG signals. (People working on high-tech computer programs) GFX: We developed brain-wave monitoring technology to generate hues based on brain activity. (A woman stands in a crowd wearing a thin black headband) (Colors swirl on a tall LCD screen) GFX: Displayed on a custom 17-foot monitor GFX: Evan Gannon � TouchDesigner Artist Evan Gannon [00:00:50] What the brainwave headset does it both look at how much brainwave activity you have in the theta, alpha, beta, and gamma, and then it will give us an amount readout of those so that your brainwaves are actually creating the colors that you see on screen. (A crowd of people mingle at a bar) GFX: For the first time, we connected architects with colors they had only dreamed about. GFX: Mike Bourdeau � President-Global Coil & Extrusion, Sherwin-Williams Mike Bourdeau [00:01:11] At any one time we have twenty thousand active colors that we're selling and our database of formulas is fifty thousand colors. We're looking for architects to give us any color that they want and we'll match it. (Guests hold up colorful printouts of their colors) Event Guest [00:01:24] I didn't know this technology existed. I was just looking at the animation of the colors moving around. I just kind of got lost in them. Definitely a unique experience. Mike Bourdeau [00:01:35] To do something involving color and innovation fits into our DNA. GFX: Since its debut, over 2000 participants have experiences Thinking In Color and its more than 16 million possibilities. (Many social media posts and articles about Thinking In Color are displayed) GFX: Showing the world that if they can dream it, Sherwin-Williams can create it. GFX: Introducing Architect Series inspired by Thinking In Color.

Thinking in Color, the first-ever immersive color experience from Sherwin-Williams, uses brainwave-sensing technology to create color palettes as unique as users' thoughts. See how Sherwin-Williams brought Thinking in Color to life at the AIA Conference on Architecture 2018 in New York City.

What if the human mind could create color? What if you let your mind wander, and whether your thoughts were relaxed, frenetic or somewhere in between, the result created a color palette specific to how you think?

Now, it’s possible.

Thinking in Color, the first-ever immersive color experience from Sherwin-Williams, uses brainwave-sensing technology to create color palettes as unique as users' thoughts.

The concept is simple: put on the brain-sensing headband, let your thoughts go where they will, and see the spectrum your mind creates — in real-time and in living color. Each user’s palette is unique to them.