I love painting walls with a faux finish to look like large, heavy stone. It’s a traditional Old World look – like the walls were here forever and the house was just built around it. It reminds me of the Mediterranean where I grew up. All the great ruins are mostly large stone because that is all that’s remained of the ancient buildings. And I think that is why I like it – it is enduring and makes a statement of permanency.
One day I was asked to make a wall look like cement from a renowned architect. I thought sure… but why? I thought it wasn’t particularly attractive. Then came repeated requests for the same concrete wall look in new office buildings in Boston and Cambridge.
And so we got really good at imitating cement using eco-friendly materials: Traditional Venetian Plaster by Vasari, Armourcoat and American Clay. We learned how to manipulate these products for the cement look without using cement. It’s a faux concrete wall look using natural, real products with the texture of stone.
The cement wall look is popular now especially in upstart high tech companies. After the second or third job, the reason why finally hit me – and I understood the meaning behind the popularity of this modern, urban, industrial design. It is exactly the same reason why the ancient world liked stone – it is heavy and permanent. Now, concrete walls have the same feeling of strength and stability in the modern context.
I call the look: Urban Monumental – its existence in a fresh new company space says, “We are here to stay.” A young company uses the look to make the statement of permanence in modern terms. And now I appreciate the concrete look; it is beautiful in its own right.
Arteriors: connecting feeling to art. Creating the Urban Monumental Cement Look for your unique brand.