Pantone is using Instagram and street arts to build awareness and buzz around the 2016 Pantone Colors of the Year – Rose Quartz and Serenity. This is the first time the trend company has selected two colors at one time. Pantone has always been viewed as a B2B resource for home, design and fashion professionals. As their colors trickle over into consumer facing products like paint at Home Depot or tableware at A+R, the company wants to raise awareness amongst shoppers of design oriented products.
To do this, they’re leveraging the visual strength of Instagram and street artists with large social followings in Los Angeles, New York City and Miami. Through Crewest Studio, artists @Marka_27, @W3rc and @ManOneArt, have created installations that showcase the colors’ harmony and their dominance in fashion, art and design, as they were frequently used together in home decor, fashion and naturally occur together in nature.
About the Artists
- @ManOneArt: Man One grew up in Los Angeles and developed his skills working as a graffiti artist on the streets of LA. He has worked with organizations like the U.S. Embassy in Panama, where he helped teach Panamanian children and teenagers how art can build self-esteem.
- @Marka_27: Victor Quinonez was born in Juarez, Mexio and raised in Dallas. He studied at the Museum School of Fine Arts in Boston and developed an “audio canvas” series that helped establish his name in the art world. Some of his street art in Boston and Los Angeles have become permanent fixtures.
- @W3rc: Werc Alvarez was also born in Juarez, Mexico, and draws inspiration for his art from philosophy for shows like “MYTHOGRAFF.” That exhibit, displayed at a prominent LA gallery, asked, “What do you believe in?” Werc is a self-taught artist with a love of wordplay, rituals, nostalgia and symbols, which he displays in many of his graffiti murals.
Given the rise of visual culture, the use of Instagram platform influencers is a genius tactic to visually showcase the company’s relevance to multiple consumers and business categories. Pantone will be previewing #ColorOfTheYear pieces of art live on our Instagram channel, @Pantone, as each piece evolves through the first week of december. Follow along and see the color duo in context with modern art culture.