Get all your senses immersed at The Color Factory Chicago

In a world full of dull, muted colors like “Greige,” “Sand,” Khaki” and “Millennial Gray,” The Color Factory offers an alternate experience.“Color is so powerful. I think that that is undeniable,” said The Color Factory CEO Tina Malhotra. “You walk into a restaurant and the color of the restaurant has the ability to shape the way you think about what you're about to eat. It changes your mood. It elicits feelings. And I think that everyone's relationship with color is deeply personal because oftentimes it's connected to their own memories and their own experiences.”The Color Factory is something of a museum, or what Malhotra calls “an immersive art experience.” There are locations in New York and Houston, and the Chicago edition is in the Willis Tower. Rundown podcast host Erin Allen spoke with Malhotra about the multi-sensory experiences you’ll find at The Color Factory, how color and memory are intertwined, and how she and her team tried to make each location reflect the city it’s in, quite the project for a massive cultural center like Chicago.