Advanced Paint Technology Plus Extraordinary Color Options To 2007 Kips Bay Designers


Aura™, the revolutionary new paint from Benjamin Moore that was three years in the making and is rolling out in the Northeast this spring, will be available to the elite corps of interior designers who are transforming this year’s Kips Bay Decorator Show House.

Interior designers continually cite Benjamin Moore as their No. 1 paint choice—and surveys, such as the recent House & Garden Designers’ Best of 07, confirm it. So, the opportunity to work with the brand again this year is being welcomed by the Show House organizers. But, there’s even greater excitement because the Kips Bay designers will be among the first in New York to work with Aura, since it is only just arriving on Big Apple retailers’ shelves.

“Benjamin Moore is proud to be participating again this year as a Kips Bay sponsor and especially excited to be able to offer participating designers the chance to work with Aura Paint and experience for themselves that we’ve entered a new era in paint performance and color delivery,” said Doty Horn, Benjamin Moore’s director of color and design. “What’s more we’ve added a glorious new collection of colors, the Affinity™ palette, featuring 144 lush and sophisticated hues that are uniquely harmonious with one another. So, when added with our existing 3,300 color range, we’ve opened up an incomparable choice of colors to them.”

Understanding Aura…

Disproving that all paints are created equal, Aura paint qualifies as the first real scientific leap in coatings since the introduction of latex paint in the 1950s. It is a 100% acrylic interior super premium paint featuring Benjamin Moore’s patent-pending ColorLock™ technology partnered with a waterborne colorant system. Together, they yield a paint product that delivers unprecedented performance and meets the toughest VOC rules in the country.

ColorLock technology is the key to Aura paint’s remarkable characteristics. This cutting-edge technology literally locks in the color, enabling Aura paint to cover most surfaces in a single coat. Self-priming, never more than two coats are required, no matter the color, no matter the room. In standard paint, color pigment is only loosely held by the binding agent, resulting in a loose film and the potential for color to rub off. With ColorLock technology, the waterborne colorant actually embeds itself in the binding agent, locking the color pigments to the paint film, eliminating color rub off. Aura is designed to withstand life — offering unrivaled durability, washability and stain, water, and color-fade resistance.

“Aura is simply the finest paint Benjamin Moore has ever made,” said Carl Minchew,” director of color technology. “Since 1883, this company has driven industry innovation to create the best products for our customers. Aura is the next generation of paint, formulated to provide the highest quality finish for those who demand only the best in their interior spaces.”

Additionally, the impact ColorLock technology is having on the application properties of Aura is equally astounding. The flow and leveling are superior. It is spatter-free and creates the smoothest possible finish. Aura also has incredible, seamless touch-up traits: when applied as a “touch-up” or for “cutting in” corners, edges or ceilings, it completely integrates into the existing Aura paint film, creating an even, smooth layer of color— with no brush or roller marks.

“With Aura, Benjamin Moore has exploded the myth that colorant inhibits the performance of paint,” Minchew added. “For the first time, the two are designed to work together flawlessly, enhancing the performance of each while delivering exceptional results.”

The cherry on this super sundae is that Aura is exceedingly eco-friendly, and that is a triumphant extension of Benjamin Moore’s longstanding commitment to the welfare of the environment. It is a rarity to find an ultra performance product that also can stake claims on such “greenness,” but Aura has a very low volatile organic compound (VOC) formulation — under 50 grams per liter — which is well below the country’s strictest VOC regulatory requirements without compromising on quality. And, by creating an entirely new waterborne colorant system, Benjamin Moore ensures that no additional VOCs are introduced into the product when colorant is added.

Supporting Design Professionals…

Benjamin Moore’s role in this year’s Kips Bay Show House, April 24 to May 22, is characteristic of its commitment to the professional design community. Aside from continually developing some of the most innovative color selection tools, publications and resources for designers to use in their work, the company has had an impact in other ways, as well. Benjamin Moore has been an ASID Industry Partner for decades and also has developed CEU programs that are offered online or conducted on-site by a Benjamin Moore architectural representative. Also for interior designers and architects, there’s the Benjamin Moore HUE™ Awards and the chance to receive $5,000, along with the commissioned glass “Huey” sculpture. Launched in 2005, this program celebrates extraordinary use of color in both residential and contract applications. Watch for the HUE Call for Entries online at beginning in August and in the company’s quarterly publication for designers, Ensemble®, also this summer; the Awards will be presented in early ’08.

Historically, too, Benjamin Moore has a longstanding track record of social responsibility, so its support of the Kips Bay Show House to benefit the Kips Bay Boys and Girls Club is fitting.

“Whenever we can show our support of the interior design world and at the same time bring some good to the community at large, Benjamin Moore is proud to be involved,” said Horn.

Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883 and is one of the country’s leading manufacturers of premium quality architectural, commercial and industrial maintenance coatings. Benjamin Moore products are sold through a network of authorized, independent retailers throughout North America.


• Nap Size: 3/8" • Available Size: 9" • Recommended Use: Semi-smooth
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