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Latest Work Farrow & Ball New Colours Launch 2018
"Unlike other paint purveyors whose bricklike fan decks comprise several thousand colors, Farrow & Ball prides itself on its sharply curated mix, a self-imposed limit that makes the precise pigmentation of each hue especially important—and means the launch of new colors is unusually exciting.”
- Hadley Keller, Architectural Digest
London

September 2018 - The British paint and wallpaper brand Farrow & Ball launched a suite of nine new colours this fall with an immersive installation during the London Design Festival 2018. Every few years, the brand's creative team carefully crafts hues that speak to the “right now”, refreshing their palette of 132 colours and archiving others to maintain their core collection. An extraordinary amount of care went into the creation of the new colours, from refining the exact shades to telling the story that inspired each of the rich pigments. From Rangwali No.296 – an exotic pink inspired by the powder used at the Holi festival in India – to Bancha No.298, a soothing shade of green named after Japanese tea leaves that provides a feeling of safety and security – and Jitney No.293, a relaxed and sandy neutral, which takes its name from the bus that whisks New Yorkers to the Hamptons - the nine new additions are blended with the richest pigments and finest quality ingredients for an extraordinary depth of colour. Camron organized a press trip for seven US journalists which started with a visit to the brand’s Dorset headquarters and culminated a first look a the installation in London.

Objectives:
· Give editors a behind-the-scenes look the making of the new hues
· Communicate the heritage, high level of care and craftsmanship that is part of the brand’s DNA
· Generate strong long and short lead media coverage for the new colours as well as brand stories

Strategy:
· Bring a group of design and lifestyle media to the Farrow & Ball Dorset factory
· Showcase Farrow & Ball in real homes and interior spaces through Dorset house tours as well as local hotel & restaurant visits
· Conclude with a first look at the London Design Festival installation and interviews with the creative directors of the brand

Results:
· Strong print coverage in Architectural Digest, Elle Décor, Better Homes & Gardens and Interiors California
· Digital news coverage timed to launch in AD.com, Lonny, Domino, Robb Report, Galerie, Interior Design and others
· Social coverage of the Dorset experience and London installation, generating further real-time buzz and awareness

Client
Farrow & Ball (US Only)