Last Updated on Sunday, 13 March 2011 03:35
New earth-friendly color line, Moiré, a hot item
Minneapolis designer’s easy-to-use designer color line taking off in U.S.
Hey! Get plastered responsibly.
The PlasterCenter’s motto has a deeper meaning to Minneapolis-based finisher and PlasterCenter owner, Drew Beninati.
In summer 2009, Beninati created an earth-friendly low-VOC designer color line called Texturline Moiré Midwest Reflections.
Moiré, pronounced ‘muh-ray’, is an acrylic-based multiple-effects metallic luster paste supplied by Texturline, a Toronto-based manufacturer and research company. Moiré is applied over eggshell paint using a special putty knife. Results include shimmery reflective gold, iridescent, or silver effects.
“The colors in this designer line were inspired by Midwest living,” Beninati said. “They are colors you would see in a Midwest environment and lifestyle every day.”
“It was an attempt to warm up our living spaces in the Midwest,” he continued.
Don’t let the fancy term Moiré scare you. This hot new interior design product was made with two things in mind: 1) being made with earth-friendly materials and 2) being easy to use.
“I show people [Moiré] and they say, ‘Wow, it is really simple!’” Beninati said. “It is simply beautiful when done.”
Application involves a simple two-coat random flat blade cross hatch pattern. Unlike other faux finish techniques, finishers do not need to keep a wet edge when applying Moiré.
“Moiré dries quickly so you can work quickly,” Beninati said, “which makes it easy for anyone to use.”
According to Beninati, Moiré leaves walls looking and feeling like fine silk.
“Walls are actually in better condition after applying Moiré than before starting the project,” Beninati said. “The product fills in crevices and other imperfections that naturally happen in paint.”
Beninati continued, “Moiré is self-sealing and self-burnishing with a washable and durable finish.”
Website www.stuccoitalianoinc.com, recently posted that Moiré is, “The most advanced finish Texturline has ever created, not only by its ease of application but the refined effect it adds to any décor.”
And keeping up with decorating trends is much easier and cost effective with Moiré than with other wall treatments, according to Beninati.
“There is no need to ever remove Moiré like there is with other traditional wall covering,” Beninati said. “Other wall treatments require many more steps in the process when it comes to trend change time, but with Moiré you can just paint over it.”
“Moiré can be custom tinted at the retail level, and it is very repairable,” he added. “Because Moiré is applied in a layered process, repairs in a random field always match.”
Using eco-friendly wall products like Moiré is nothing new for Beninati.
He said using eco-friendly products like Moiré has an edge over chemical-filled alternatives when it comes to health.
“PlasterCenter offers a full line of Italian, Venetian and Moroccan plaster products plus real milk paint products,” Beninati said. “We specialize in products with hundreds of years of safe history behind them.”
“Products have evolved into eco-friendly wall treatment materials over last 35 years,” he continued. “Products are so much healthier to use now.”
A native Detroiter, Beninati stepped into the paint contractor and design industry more than 20 years ago. Since then, he has studied at sites around the U.S. for product training in fine finishing.
“I was laid off from the medical industry and started working at a paint store,” Beninati said. “I learned how to tint with a 12-colorant manual tint paint system.”
Beninati is helping others learn skills he acquired over the last few decades at PlasterCenter’s educational branch, Minneapolis Institute for Fine Finishes, or MIFF.
September 2010 kicked off the first of many Moiré-based workshops at MIFF. These workshops cater to all levels of learners and are extremely well-attended, according to Beninati.
“We run very affordable workshops for people at every level,” Beninati said. “It is very easy to learn.”
Recent MIFF student, Marsha Adams, agreed that Moiré is easy to apply.
“I did a demo board in MIFF’s studio and it was extremely easy to learn for a first-time user,” Adams said. “Drew taught me how to apply Moiré, and I know anyone, even the average homeowner, can do this.”
PlasterCenter workshops are often conducted at various Hirshfield’s locations in Minnesota and Wisconsin to promote Moiré. This April, the first ever Detroit-area Moiré’ workshop will be held.
“Moiré is in the early stages of distribution,” Beninati said. “Moiré is currently available in several U.S. markets, Canada, and the U.K.”
There are currently 105 colors in Texturline Moiré Midwest Reflections collection. Beninati said another designer color line will be released in spring 2011. This pastel color line will include lighter, brighter colors inspired by fabrics in living spaces.
“The new designer color line will have more pearlesence in it,” he said. “This line was inspired by linen trends.”
All colors in Beninati’s color lines are developed uniquely, he said.
“I pride myself on color development,” Beninati said. “Our first color, cinnamon, was actually developed on my kitchen table with a container of cinnamon right next to me.”
“I am very blessed,” he added. “I love what I do because it started off as a hobby and is now a career.”
Beninati added, “I have met so many talented finishers around the Twin Cities and look forward to meeting many more.”
Texturline Moiré Midwest Reflections is available at various dealer locations and the PlasterCenter. For more information about Moiré or any other PlasterCenter offerings, contact (612) 374-0221 or go to www.plastercenter.com.
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