To launch CENTURY, Sharp worked with the Benjamin Moore team to develop the “CENTURY Salon” — an immersive and interactive space designed to give high-end designers, media, and influencers custom experiences with the product. The Salon served as the epicenter of the launch, hosting unique activations over the course of three days — an exclusive opening night dinner party co-hosted by Benjamin Moore and Hearst Design Group for nearly 165 of the top North American architects and designers; an elegant cocktail party for the broader NY-area architect & design community; and one-on-one media appointments that guided media through the evolution of the product. From a digital perspective, the new @ExperienceCENTURY Instagram account was launched to directly connect with a targeted audience in an expertly curated and community-driven manner.