Friday, September 04, 2026
Behr’s 2027 Color of the Year Takes Inspiration From Travel
AFAR: Travel is not immune to routine. Airports generally look the same, your coffee order doesn’t change, and checking in to a hotel is usually perfunctory no matter where you land. In order to make your accommodation feel distinctive, hospitality turns to design.
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The 2027 paint color, Grounded, really showcases the increasing desire we have to reconnect with nature. Choosing a muted green that directly relates to the colors outside in Sonoma County shows the trend of trying to bring more plants and rustic elements into our homes. I like that Behr always chooses a hotel that matches the vibe of the paint color to host the reveal and from the pictures it looks like they made the perfect choice. However it is interesting how they were originally supposed to have this year’s reveal in Big Sur but had to relocate due to flooding. Meanwhile the article really highlights how unique the color and hotel is to fit perfectly in its location. The article highlights how design of hotels changes some of the routineness of travel, and the paint color being chosen to match hotels definitely shows this. The Grounded color itself is a really nice color and I can see why they think it could be popular in the coming year.
While this is such a silly concept, I'm happy Behr does something like this every year. A good comparison in my mind is how Spotify ends every year with "Spotify Wrapped," which highlights and provides statistics of your favorite and most played songs. I believe companies like Behr and Spotify do fun activities like these for one main reason. Engagement. These marketing tactics makes people excited for the product and get people thinking about the company. Additionally, I don't think this marketing is causing any unhealthy habits.
Looking at this year's winner, I must admit I'm a huge fan of "Grounded." Seeing it in a showcase room looks sleek. In my opinion, the color encourages for intimate solitude and subtly hints at luxuriousness. If this were used in a theatrical setting, I imagine it would be the paint treatment for a rich family's summer's house. For example, this could be Pyotr Nikolayevich Sorin's esate in Chekhov's The Seagull.
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