White is the New White

Last year, Martin Kesselman, a color consultant to homeowners and decorators, did something controversial. He made a new white. The shade, created with the British paint company Farrow & Ball, is called Elliyah (it was named for Kesselman’s then ten-year-old daughter), and is available through incolour, his showroom in Chinatown. “I got a lot of criticism for coming out with it,” Kesselman said recently. “ ‘The color guy has his own white. How ironic and arrogant is that?’ But when I opened the showroom it got a lot of attention.”

From “Does the paint world need another white?” By Patricia Marx for the New Yorker

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