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Colori me pink

Putting the brilliant in brilliance, cleverSPIN defines Colori

May 10, 2006
Architecture & Interior Design Services
For architecture and interior design services, please view Linda Wallack’s resume at http://cleverspin.com/catalogFiles/WALLACK_CV_Resume.pdf to learn more. To request a free proposal please email us at linda.wallack@gmail.com.

Website & Design Services
For website design and implementation services, please go to geekpak.com to learn more. To request a free proposal please email us at info@geekpak.com, or call us at 888.GEEKPAK.



When former road building contractor Michelle Herzog succeeded in convincing C2 paints to open their first showcase store in Chicago, she hired cleverSPIN's expert team to transform her thoughts into reality. cleverSPIN, created a one-of-a kind experience through integrating graphics, technology and space, providing Colori with a full identity package, website, retail space design and exterior identity.

A 1400 sf. boutique close to the heart of Chicago's Bucktown shopping district was selected as the location for this innovative paint store. The goal for the store was to provide a unique, intelligent and pampered experience around the selling of high end paint, hardware and window treatments

Inspired by the unique chemical mixture of C2 paint, cleverSPIN created a clean, modern identity based on elements from the periodic table. The logo accentuates the 16 colorants within the paint and graphic references to the elements table allows for a smart and flexible method of accentuating playful paint names and sundry products available. White was used as the dominant platform to accentuate pops of color that can continuously change as new colors are introduced.

The retail store, designed as a boutique color laboratory, provides an intelligent space for customers with refined design and decorating needs. One can view swatches under various lighting conditions guaranteeing a perfect color match when you get home. Featured in the center of the space is the paint bar where customers can enjoy a glass of wine or a cup of coffee while their paint is mixed. The exterior sign defines Colori's location on North Avenue. Made of translucent plexiglass and stainless steel, the sign houses an internal light that alternates through the color spectrum, highlighting the store even at night.


cleverSPIN extends Colori's brand beyond the retail experience to the web, merging the physical and the digital experience under a cohesive brand.

Colori recently caught the eye of Chicago magazine where the store was featured in the arena/style section of the Best of Chicago issue August 2006 and “Around the Town” on WGN Channel 9.
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The retail store, designed as a boutique color laboratory, provides an intelligent space for customers with refined design and decorating needs.

cleverSPIN 1115 w. belmont avenue, suite 2f 773 293 0500