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To launch Dulux's 2025 Colour of the Year "True Joy" in an unexpected and memorable way, we challenged the norm and asked: what if a colour reveal felt more like exploring a living museum than watching a launch presentation?

We turned London’s White Rabbit Studios into the Museum of Colour, an immersive playground built around three clear goals - spark creativity among architects, designers, influencers and trade partners, ignite social and press buzz, and cement Dulux’s role as the world’s leading colour authority.

This wasn’t about one big moment. It was about building connection and momentum, creating an experience that resonated far beyond the event itself. Every element was designed to feel personal, interactive and visually rich - a place where guests could explore, reflect and create, not just attend.

When doors opened in September 2024, attendees stepped into a pitch-black tunnel bathed in LED strips and soft audio cues, an intentional sensory reset. QR-coded lanyards then unlocked bespoke colour stories on digital screens as scents guided them past mood-matching walls and a 22-plinth Time Capsule of past Colour of the Year shades. Finally, under the towering True Joy sculpture in the Colour Café, guests grabbed coffee, captured content and connected with peers, discovering the story of colour on their own terms.

As the night closed, we’d rewritten the rulebook on colour reveals and smashed all targets. Instagram stories capturing the event flooded feeds and smashed the target six times over. Campaign impressions hit 4.8 million, beating the goal by 182 percent, and offering up an enviable vanity reach of 7M. Stakeholders called it the best Colour of the Year launch yet, and Dulux teams worldwide are already planning their own take. Months on, event photos and insights still fuel PR, social and retail, proof that a human-centred, museum-style approach can turn a colour reveal into a cultural moment.