Premier Retail

Benjamin Moore

Benjamin Moore
Written by Roma Publications

Benjamin Moore opens debut UK showroom in Chelsea

Two years since Shaw Paints Ltd launched Benjamin Moore paints into the UK market, they have opened their first Benjamin Moore showroom.

Situated in the heart of Chelsea at 263 Fulham Road, the 1,300sq ft  showroom opened its doors on 20th October 2017 and stocks Benjamin Moore’s range of exceptional residential and commercial paint products as well as its extensive colour collection.

Benjamin Moore

The design stage of the store project began in July 2017, with work on site starting in late September. The projects main contactor was CDS Construction Limited, with Crucial Projects working on numerous aspects of the shops design including the shopfront image and branding, interior design, lighting design and furniture design to name a few.

Speaking to Premier Retail magazine, Andrew Tomlinson from Crucial Projects said: “The brief was to create a clean and light shell to showcase Benjamin Moore’s product range, using some imported retail displays which would set the tone, but with a UK market feel.  We were looking to create a ‘modern industrial ‘style for the space. We were given somewhat of a free brief, allowing us to introduce finishes to compliment the desired look, with an eye to a future nationwide roll-out strategy, so simplicity was the key.”

Serving painting professionals, interior designers and consumers alike, the expert showroom team are on hand for product advice and in-house colour consultations. The new showroom proudly displays Benjamin Moore’s vast colour palette of more than 3,500 shades on a 7 metre wall display.

Andrew added: “Some of the aspects brought over from the United States were the retail displays and paint sample bar, which is very prominent as you walk in on the left hand side. We had to work around that so we didn’t want all of the attention on that, even though it is an important part of the project. We created some dynamic large scale LED back illuminated graphics on the right hand wall which showcases the marketing material that Benjamin Moore provided. There is also a samples bar which runs down the centre of the shop where customers can bring in materials and ideas for interiors and really, it is a hub for the whole shop.”

Helen Shaw, Director of Shaw Paints commented: “We are thrilled to have opened Benjamin Moore’s first UK showroom in such a fantastic location. Set within one of the capitals most iconic areas, Fulham Road is home to some of London’s best interior design shops and we are delighted to become part of this community. It will be a pleasure to welcome our customers, both professional and consumer, and allowing them to discover what we believe is a truly inspirational paint showroom.”

Founded in 1883, Benjamin Moore is North America’s favourite paint, colour and coatings brand. A leading manufacturer of premium quality, residential and commercial coatings, Benjamin Moore maintains relentless commitment, innovation and sustainable manufacturing practices.

Andrew concluded: “It was great to be involved at the start of something and to be given a free brief to essentially create what we thought was the right route for them to take, as well as working with a client that has a keen eye for design.”

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