Celebrating Subjectivity by Blēo 2024
Released in May 2024, Celebrating Subjectivity marked the launch of Blēo and introduced the approach to colour that has shaped the company since.
The campaign brought together colours from fifteen paint palettes developed in collaboration with international architects, designers and artists. Three colours from each palette were selected by their creators and combined in a series of compositions examining how colour changes in relation to its surroundings.
Rather than showing individual colours in isolation, the campaign placed them next to contrasting and related tones. A colour could appear warmer, cooler, lighter or more saturated depending on what surrounded it, while natural and artificial light introduced further variation.
Each composition was constructed from hand-painted wooden panels measuring 230 × 100 cm. Using the same format throughout allowed the panels to be moved and rearranged, creating new combinations of colour, scale and proportion.
Celebrating Subjectivity introduced a central principle behind Blēo: colour is experienced in relation to light, adjacent colours, surfaces and space. The campaign used the fifteen collaborative paint collections to demonstrate these relationships at architectural scale, establishing the starting point for Blēo’s ongoing work with colour.
