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Need more information? Contact Pat Petschel +1 (612) 559-6287 [email protected]

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Wunderman - Minneapolis


Thinking In Color

An immersive color experience

    Sherwin-Williams wanted to host a party during AIA, the largest architectural conference of the year. How do you get architects excited to come to yet another industry event? You approach it like they would, creating something unexpected and never before seen.
  2. WORK

    If there’s one thing that Sherwin-Williams and architects have in common, it’s that both obsesses about color. This got us wondering, what if you could create color with your mind? Well, now you can. We developed an immersive experience that displayed a color palette based on your thoughts. Feeling relaxed, a little anxious or just thinking about that hot dog you ate earlier? We have a color palette for that. We debuted this first-ever immersive color experience of its kind at a private event during the AIA conference in New York City.

    By focusing on experience instead of just a party, we turned the event into an opportunity to connect with architects, build brand affinity and elevate Sherwin-Williams from a coatings supplier to an innovative partner.


    • Drove largest number of attendees for a single Sherwin-Williams Coil Coatings event
    • 92% of people at the event participated in the experience
    • Changed customers’ perceptions of Sherwin-Williams Coil Coatings