Simon Keane-Cowell

Autor

Simon Keane-Cowell
Zürich   Schweiz

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London


White. But not as you know it. Newly launched creative materials consultancy Materials Council's inaugural show at this year's Super Brands London neatly demonstrated that there's more than meets the eye when it comes to that most pure of colours...
 

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Material Council's inaugural exhibition, 'Whiter than White', at Super Brands London 2012; photo Architonic

We all know what the colour white looks like. Right? Anyone who made it down to Super Brands London this September would have had such a preconception challenged by a striking exhibition by Materials Council, the newly launched creative materials consultancy partnered by Architonic.

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Exhibition partner Bolon's geometric flooring led visitors into the show; photo Daf Photography

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Materials Council took up residence in a separate exhibition space at Super Brands London; photo Architonic

On show was a curated array of intelligent architectural materials and finishes, which, displayed in a carefully considered, almost graphic manner, encouraged visitors to think again about what the colour white actually looks like. The exhibition also successfully demonstrated how the holy-grail-like pursuit undertaken by so many architects and other creatives for the most brilliant, pristine whiteness in their choice of materials is complicated by a number of important factors, including cost and sustainability.

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Multiple senses were engaged by the materials samples on show; photos by Architonic (top) and Daf Photography (above)

Ranging in size, the samples in the Materials Council exhibition produced, as a whole, a double effect: on the one hand it foregrounded the complexity involved in specifying materials that seek to achieve a truly pure chromatic appearance; and on the other it showed how expert materials consulting can guide you through that very complexity, allowing you to embrace the creative possibilities that it affords by helping you make the right materials decisions.

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
The highly graphic layout of the materials invited visitors to compare chromatic nuances across materials. The geometric wall panels were provided by exhibition partner Abstracta/Lammhults; photo Daf Photography

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Materials Council founders Brad Turner (left) and Ian Hunter; photo Daf Photography

The initial visual fascination with the materials on show at 'Whiter than White' led immediately to a second sensory interaction for visitors, as hands were drawn instinctively to touch the samples, throwing once more into relief the extent to which our perception and understanding of the built environment is shaped by the sum total of our various senses. Glass, metal, natural stone, manmade stone, concrete, timber, textiles, coatings, plastics and composites were all scrutinised at Materials Council's special exhibition space at Super Brands by architects and other visitors.

'The future's orange' goes one multinational telecoms company advertising slogan. We beg to differ.

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Lecture at Super Brands London by Materials Council's Ian Hunter; photo Architonic

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Bolon flooring marked the entrance to the exhibition; photo Architonic

....

About Materials Council

Materials Council are specialists in the research, comparison and selection of materials for architectural applications. They cater for creatives and manufacturers by supporting the architectural design process and informing the communication, implementation and development of architectural materials and new technologies.

Materials Council’s work is informed by extensive materials and manufacturing knowledge, a deep understanding of architectural applications, direct advisory experience to architects and a constant dialogue with manufacturers.

Through its curated exhibitions, lectures and workshops, Materials Council aims to give architects a greater physical appreciation of applied materials and improve their understanding of architectural themes and issues.

Materials Council was established by Ian Hunter and Brad Turner, former materials researchers at Foster + Partners architects, and founding partner Architonic.

....
Get the Materials Council App here Get the Materials Council App here

Visit the Materials Council website here Visit the Materials Council website here

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Materials Council and Architonic launch party at Super Brands London; photo Daf Photography

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London

Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London
Guests helped celebrate the launch of Materials Council thanks to party sponsors Slide, Monkey 47 Gin and Thomas Henry Tonic Water; photo Daf Photography

….

'Whiter than White' Exhibition Partners:

Super Brands London Super Brands London

Bolon Bolon

Abstracta Abstracta

Lammhults Lammhults

Richter Lighting Richter Lighting

Products specified here

Zugehörige Hersteller