Paint Place National Conference, Case Study

Reimagining Colour, Community & Connection

When Paint Place invited Morris Misel to headline their national conference, it wasn’t just about paint it was about purpose. Morris brought a deeply human keynote that reframed independent paint stores as pillars of local transformation. Not just retailers, but community colour experts.

He introduced the idea of colour storytelling where customers weren’t just sold paint but guided through life moments. A nursery wall. A family kitchen redo. A memorial renovation. Every hue had a human.

Morris proposed in-store colour trials using AR tech, hyper-local loyalty campaigns, and showrooms designed for neighbourhood storytelling, not stock movement. He challenged store owners to stop competing on price and start owning their space as emotional anchors in people’s homes.

Shift: From commodity paint sales to emotionally intelligent community retailing.

The result? Paint Place stores began testing immersive colour visualisation tools, updated their language from SKUs to stories, and found new confidence as local experience leaders trusted not just for paint, but for transformation.