'Guggenheim Color' by Fine Paints of Europe (of Woodstock, VT)
The Guggenheim Museum, in “an exclusive licensing arrangement with Fine Paints of Europe, Inc. of Woodstock, Vermont, will introduce two paint collections suitable for residential and commercial use in October 2011.” The “second collection” Meyerhoff refers to above, in a video intro which I transcribed from the website for Guggenheim Color by Fine Paints of Europe, is Classical Colors, “a set of 150 wall colors drawn from much-loved paintings in the Guggenheim’s permanent collection.”
Beyond the concept itself, which is obviously golden—no, wait, it’s conceptually golden precisely because of the art that was chosen, why it was chosen, and how it is being packaged and presented.
Cezanne, van Gogh, Delaunay, de Chirico, Kandinsky, Modigiliani, Gaugin, Pissarro, Franz Marc, whose Stables provides the illustrative detail above. I suspect these artists’ primary commonalities—besides their “very rich, soft, elegant, classic palette,” are being in the Guggenheim’s collection and being dead long enough for any copyright and trademark claims to evaporate.
What makes the Guggenheim Color Collections superior to run-of-the-mill museum merchandise is that it’s actually paint, the stuff the art is made of. Or at least that’s what it’s meant to evoke. Great word, evoke. There’s ample scholarship and conservation data, dissertations and grant-funded research projects galore, on what paints artists actually used. Technology exists to analyze the paint’s spectral and chemical properties with great precision and match it to historical manufacturing information.
None of that seems to have been brought to bear here. In addition to Fine Paints of Europe’s “unique tinting system,” the Collection was “refined.” “Refined in consultation with exhibition designers to ensure the colors are appropriate for a variety of architectural settings.” and “further refined” and “fine-tuned” for a variety of “lighting situations, to precisely match each hue.” These are not recreations, but evocations, and each color “relates to the painting from which it was derived and the artist who created it.”
This is distinct from other collection, Gallery Colors, which is—students of The White Cube, rejoice!—actually based on the Guggenheim’s archives of wall paints used in the galleries “by generations of Guggenheim Museum curators, artists, and designers-including Wright himself.” And Jean Nouvel. Up in the middle of the fan there is the charcoal-black he used in the Rotunda for the Brazil exhibit. “These fifty hues,” FPE’s website says, “are intended to guide homeowners and designers in the presentation of art.”
Guide on, Fine Paints of Europe, and art will follow.
Previous Fine Paints of Europe coverage on greg.org, because hello, it’s an officially licensed manufacturer of Pantone Matching System paints: Rijksoverheid Rood
