Our project realized for the concept store Le Gendre idéal in Lamballe is awarded and published by RUBIO in their BOOK "Best projects wordwide".

After being selected as "project of the month", our project is published in their annual edition. It presents their selection of the world's best projects: the most beautiful projects realised in 2019 from 80 countries and is distributed to their international clients.

Indeed, for Le Gendre Idéal project, Hélène Le Goff brought a singular approach on how wood should be sublimated, by a custom-made colour and finish. 

"Inventing a new colour may seem surprising: a chromatic signature is the very detail that is forgotten when it is successful, because it must be perfectly harmonious, to appear natural?

On the other hand, a poorly studied colour can call into question an entire project. This type of subtlety is essential when creating a universe, because colour makes sense and arouses emotion. Here the wood seems already aged. Most visitors don't even think it's fir! They think it's oak! I'm often asked what shade is used, because in terms of cost the difference between the two species is significant."

In her approach to creating a personalised universe, she created a new 3-phase colour formulation, which can sublimate each vein of pine and give it a completely different aspect: highlighting dark notes, patinating medium notes, and revealing sapwood jets?

This decoration project integrating this colourist approach was a challenge, and it was the first project with Rubio Monocoat. Thus, Hélène Le Goff and Julien Debonlier, craftsman, carried out a great deal of experimentation to design the perfect formulation.

This approach has been noticed and rewarded by Rubio international, which has honoured them by publishing this approach and this project in their book of the world's best projects, but also by using it as a reference image for publishing.

To see the project, click here

Credit: RUBIO Monocoat / Edition Best Projects Worldwide

Excerpt from the interview of Hélène Le Goff by Rubio :

- Why Rubio?

HLG: Due to budget constraints, we had to use pine in this project. However, the colour of the pine is changing to a more pronounced yellow over time and would not have been appropriate for the project. In addition, beyond the shade, it was necessary to protect the wood. The best known solutions are wood oils or varnishes. However, the first one requires a constraining maintenance and the choice of colours are rather limited... The second, even with a matt varnish, creates a film that deteriorates the warmth of the wood, in addition to adding shiny reflections.

I wanted a matt finish, which sublimates the wood and retains its characteristics to the touch. Together with my craftsman, we arranged a meeting with Alexandre Perrenes, from Rubio Monocoatwhich made us discover the oils Oil +2C. These are unique and innovative oils that are applied in a single coat!

These are ultra-technical products, which offer excellent protection but are also healthy: zero VOC emissions, which is a fact to which I am sensitive. Their oils are singular because they allow the natural texture of the wood to be maintained, while offering protection and an infinite possibility of colour.

- Why did you choose to create these specific colours?

HLG: First of all, I looked for a base colour that best suited the floor selected for this project. However, I found that this shade of calatogue lacked warmth (yellows in particular) and contrasts, not enough personality, it did not sublimate the wood. However, I wanted to reveal in a very significant way the wood's veining. Fir is a very interesting species, inexpensive, light and it can be a successful graphic element when it is well used.

Thus, using the fir tree on the steps, furniture and accessories was a major asset in controlling the cost of the work, but it was necessary to find a way to sublimate it.

The detail is not a detail, it's the design! Not finding the ideal shade in Rubio's initial palette, I used my experience as a visual artist and photographer to create a custom-made shade. 

Why am I talking to you about art and photography? Because I sharpened my eye working with contour lines. That is to say when developing prints or painting, I am used to looking for the balance between light, medium and dark shades to bring strength to the visuals. This is a very important element that allows me to script an image, to give it personality.

Rubio's Bourbon hue, on the raw fir, was revealed on the "medium" notes not enough on the light notes of the wood and even less on the dark ones. I had in mind a rendering with contrasts: something raw, revealing the material, an almost graphic aspect and above all avoiding a new look. Authenticity is a major aspect of this concept store, so we had to convey it in the shade created. After many tests, I found the perfect combination for this project, a balance of three shades, which in my opinion allowed me to work on the 3 shades of the material.

I chose to use a smoke to sublimate the clear notes: it revealed the warmth on them (more yellow), while bringing a slight grey patina to the whole, which allowed the wood to age subtly to bring the sought-after authenticity. I used notes of bourbon for the main base to get the overall colour from which I wanted to refine the rendering, and I chose a shade of Marron glacé in my new colour to bring dark and fawn notes on the very pronounced veining, the knots of the wood. This completely transformed and sublimated the tree! "

- Where was Rubio applied?

HLG: Rubio oil was thus applied to all the steps of the staircase, the truck components, the wooden canopy, the "printer's locker" type furniture (shelving unit) and the store shelves.


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Hélène Le Goff

Designer and Art Director. Specialist in design and creation of 360° brand worlds. Graduated from the Institut Supérieur des Arts Appliqués with honours.