Whiter Shade of Pale: Materials Council's 'Whiter than White' exhibition at Super Brands London

We all know what the colour white looks like. Right? Anyone who made it down to Super Brands London this September would have had such a preconception challenged by a striking exhibition by Materials Council, the newly launched creative materials consultancy partnered by Architonic.

On show was a curated array of intelligent architectural materials and finishes, which, displayed in a carefully considered, almost graphic manner, encouraged visitors to think again about what the colour white actually looks like. The exhibition also successfully demonstrated how the holy-grail-like pursuit undertaken by so many architects and other creatives for the most brilliant, pristine whiteness in their choice of materials is complicated by a number of important factors, including cost and sustainability.

Ranging in size, the samples in the Materials Council exhibition produced, as a whole, a double effect: on the one hand it foregrounded the complexity involved in specifying materials that seek to achieve a truly pure chromatic appearance; and on the other it showed how expert materials consulting can guide you through that very complexity, allowing you to embrace the creative possibilities that it affords by helping you make the right materials decisions.

The initial visual fascination with the materials on show at 'Whiter than White' led immediately to a second sensory interaction for visitors, as hands were drawn instinctively to touch the samples, throwing once more into relief the extent to which our perception and understanding of the built environment is shaped by the sum total of our various senses. Glass, metal, natural stone, manmade stone, concrete, timber, textiles, coatings, plastics and composites were all scrutinised at Materials Council's special exhibition space at Super Brands by architects and other visitors.

'The future's orange' goes one multinational telecoms company advertising slogan. We beg to differ.

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About Materials Council

Materials Council are specialists in the research, comparison and selection of materials for architectural applications. They cater for creatives and manufacturers by supporting the architectural design process and informing the communication, implementation and development of architectural materials and new technologies.

Materials Council’s work is informed by extensive materials and manufacturing knowledge, a deep understanding of architectural applications, direct advisory experience to architects and a constant dialogue with manufacturers.

Through its curated exhibitions, lectures and workshops, Materials Council aims to give architects a greater physical appreciation of applied materials and improve their understanding of architectural themes and issues.

Materials Council was established by Ian Hunter and Brad Turner, former materials researchers at Foster + Partners architects, and founding partner Architonic.

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'Whiter than White' Exhibition Partners: