{"id":31499,"date":"2019-01-15T11:13:18","date_gmt":"2019-01-15T16:13:18","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=31499"},"modified":"2020-04-17T16:14:56","modified_gmt":"2020-04-17T20:14:56","slug":"paint-that-does-more-than-cover-your-walls","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/paint-that-does-more-than-cover-your-walls","title":{"rendered":"Paint that does more than cover your walls"},"content":{"rendered":"\n

Paint is big business\u2014and for most of us, a big hassle. While American consumers are expected to spend just north of $30 billion on paint and paint accessories in 2019, the process of choosing, buying, and applying paint to homes, offices, and retail spaces is often an aggravating one. <\/span><\/p>\n\n\n\n

\u201cBuying paint has traditionally involved an overwhelming color selection, poor customer service, many trips to the store, and a lot of frustration,\u201d says Nicole Gibbons, an interior designer who founded the direct-to-consumer startup <\/span>Clare<\/span><\/a> as a way to offer design-focused customers an easier, better way to engage with every step of the painting process.  <\/span><\/p>\n\n\n\n

From colors named after trendy incense to paint that promises to reduce sound, new direct-to-consumer brands like Clare are proving that changing the color of your walls can be easy, cost-effective, and stress-free. <\/span><\/p>\n\n\n\n

With Clare, it\u2019s all about taking the guesswork out of painting a room. A point of pride for Gibbons is Clare Color Genius<\/a>, a tool she describes as \u201ca digital color consultation paired with a high-tech algorithm that delivers an expert color recommendation.\u201d It prompts users to upload images and information about natural light in the space, furniture, personal style, and more before offering suggestions. An easy swatching system (stick-ons!) helps customers narrow the field to <\/span>the<\/em><\/span><\/i> color, and a calculator determines exactly how much paint is needed to cover the area. \u00a0<\/span><\/p>\n\n\n\n

\"\"
The direct-to-consumer startup Clare offers design-focused customers an easier, better way to engage with every step of the painting process.<\/figcaption><\/figure>\n\n\n\n

More than anything, the future of paint is one in which logistics aren\u2019t a concern\u2014the direct-to-consumer model, says Gibbons, allows her to see in real-time what her customers need and offer them the right products each step of the way. <\/span><\/p>\n\n\n\n

For Caleb and Natalie Ebel, the husband-and-wife team behind <\/span>Backdrop<\/span><\/a>, the frustration with the painting process was personal. \u201cWe\u2019ve painted every apartment we\u2019ve lived in,\u201d says Natalie of the New York City-based couple, who previously worked in financial operations at Warby Parker (Caleb) and marketing (Natalie). So in November 2018, they launched Backdrop, their own direct-to-consumer paint company. From the start, they knew they\u2019d tapped into something important. <\/span><\/p>\n\n\n\n

\u201cWe had an amazing community of early Backdrop brand supporters\u2014some of whom we met at <\/span>WeWork Corrigan Station<\/span><\/a> in Kansas City, Missouri (the Ebels call New York home but are originally from Kansas City, and often travel there to visit family)\u2014who helped vote on colors and paint names,\u201d says Natalie. Their colors, like \u201cPalo Santo\u201d and \u201cRose Quartz,\u201d speak the language of Instagram, tapping into trends in design and decor.<\/span><\/p>\n\n\n\n

Looking beyond home spaces, the Ebels note that the new wave of paint options could be a boon to business owners: \u201cCommercial walls require so much upkeep that Backdrop can really help streamline,\u201d Caleb says. Going the direct-to-consumer route cuts down on shopping time, and smaller color ranges allow businesses to home in on the right look for their spaces instead of poring over an endless array of shades.<\/span><\/p>\n\n\n\n

\"\"
Looking beyond home spaces, the founders of Backdrop note that the new wave of paint options could be a boon to business owners.<\/figcaption><\/figure>\n\n\n\n

Other companies bypassing the hardware store are offering paint that does more than change the wall color. <\/span>Airlite<\/span><\/a>, a member at London\u2019s <\/span>WeWork 1 Mark Sq<\/span><\/a> and recipient of funds from the <\/span>European Union\u2019s Horizon 2020 research and innovation program<\/span><\/a>, offers a powdered paint product that uses titanium dioxide to reduce not just pollutants but also odor and bacteria. <\/span><\/p>\n\n\n\n

Shanghai-based <\/span>Hipaint<\/span><\/a>, a member at <\/span>WeWork Ciyunsi<\/span><\/a>, offers paint containing polymer-nanofilm technology, which turns any wall into a whiteboard. The product was inspired by founder Justin Cheng\u2019s then-two-year-old daughter. \u201cShe just grabbed a marker and drew on the wall,\u201d <\/span>he said<\/span><\/a>. \u201cAn entire wall can hold a totally new world for kids.\u201d<\/span><\/p>\n\n\n\n

Jonah Lupton came up with the idea for his noise-reducing-paint company, Soundguard<\/a>, while living in a loud apartment building after college. \u201cI thought, there has to be a better way to deal with this than just trying to soundproof the room itself,\u201d says Lupton, who worked with a team of paint chemists for more than two years to refine Soundguard\u2019s patent-pending formula. The paint is proven to reduce sound through interior walls at nearly 90 percent and is already being used (or soon will be) in hotels and apartment buildings in vacation destinations like Hawaii and business hotspots like San Francisco. But Lupton, whose company is based at <\/span>WeWork 745 Atlantic Ave<\/span><\/a> in Boston, thinks it holds an obvious appeal for workspaces, too. \u201cImagine a law office that deals with sensitive information,\u201d he says. \u201cNo more whispering and trying not to be overheard!\u201d<\/span><\/p>\n\n\n\n

One thing nearly every new direct-to-consumer paint company has in common is an emphasis on sustainability and safety\u2014for humans, pets, and plants alike. The products are low-odor, low-VOC (volatile organic compounds), and <\/span>GreenWise<\/span><\/a> certified, meaning less stress for increasingly health-conscious shoppers.<\/span><\/p>\n\n\n\n

The new crop of paint startups can\u2019t promise that changing the color of your walls will be quite as easy as changing the color of your shirt\u2014but their goal is to make it as painless, even enjoyable, as possible. <\/span><\/p>\n\n\n\n

Prep school<\/b><\/h2>\n\n\n\n

Before you paint, check out these tips from our experts.<\/span><\/p>\n\n\n\n

Stock up ahead of time.<\/b> Instead of running around the hardware store hoping you get all the right supplies, try a preassembled toolkit, like Backdrop\u2019s <\/span>Essentials Kit<\/span><\/a>, which comes with all the tape, trays, and brushes you\u2019ll need to get the job done.<\/span><\/p>\n\n\n\n

Try before you buy.<\/b> Every expert we spoke to agrees\u2014sampling is key. That\u2019s why new direct-to-consumer companies offer low-priced, easy-to-use swatches you can consider in your space before committing. <\/span><\/p>\n\n\n\n

Get creative.<\/b> Have a vision: \u201cDo you want it to feel calm and relaxed, energizing and vibrant?\u201d asks Gibbons. \u201dTry to find colors that channel those vibes.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Next-gen wall paint solutions offer digital color consultation, reduce pollutants, noise and more<\/p>\n","protected":false},"author":1706,"featured_media":31506,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[1547,39218,39221],"class_list":["post-31499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight","tag-member-spotlight","tag-small-businesses","tag-entrepreneurs"],"acf":[],"yoast_head":"\nPaint that does more than cover your walls<\/title>\n<meta name=\"description\" content=\"Next-gen wall paint solutions offer digital color consultation, reduce pollutants, noise and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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