A symbol of sobriety, neutrality and purity, white was the color of the gods in Antiquity, then of kings in the Renaissance, before losing its status as a hue in its own right at the end of the 17th century, to become synonymous with colorless. Yet white is far from insipid. If it doesn’t follow fashions, white is always reinventing itself. In the past, it was highly textured with chalk, plaster, lime, clay or curly wool; today, it is more fluid, velvety or transparent, with resolutely organic inspirations. The shade plunges the Merci concept store into a wadded-up universe for the duration of its “Into the White” exhibition.
Lately, white has been making its way into collections and interiors, with fluid movements reminiscent of milk. Beauty brands such as The Ordinary and Rhode even draw direct inspiration from it. When it’s not the literal whitish drink, white also evokes the stars that dot our galaxy, the Milky Way, the new backdrop for references by solid surface specialist Durasein. These are the inspirations that shape a moodboard shrouded in purity.
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Slogan
Into the white
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Drink
Milk
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Inspiration
Galaxy
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Code
#ffffff
The immaculate fluidity of milk: the inspiration of the moment

Dior set design by studio Bureau Betak © Bureau Betak

Boutique W0311 by Mountain Soil Interior Design, Shanghai

Concept Store Neiwai by SLT Design, Shanghai © Vincent Wu

Restaurant Milky way by Republic Metropolis Architecture, Henan, Chine © Kaijian Lee

Boutique W0311 by Mountain Soil Interior Design, Shanghai
Durasein surfaces as material embodiment
With its new references, solid surface specialist Durasein explores an infinite world inspired by the raw beauty of classic stones and the enigmatic depth of the cosmos. Already renowned for its diversity and quality, Durasein has added five new colors, each evoking different shades of white: Blossoming, limestone; Galaxy, the depths of the cosmos; Ever after, the freshness of a snowy landscape… An invitation to reimagine spaces with timeless sophistication, like a blank page on which to write new stories.
Carte blanche for transparency
Eyes riveted on the Milky Way and the cosmos
Mutant lactose
With the complicity of Durasein.