May 2018 – May 2019
Roemer’s billboard installation featured a triptych of monochromatic vinyl panels in Baker-Miller Pink—a shade of pink that theoretically alters behavior. This project was produced in partnership with the Denver Theatre District.
Baker-Miller-Pink is a public installation featuring a triptych billboard outside of the Buell Theatre by Denver-based artist John Roemer. Exploring the research behind the psychological effects of the color Baker-Miller pink, the monochromatic work seeks to positively influence public space.
In the 1960s Alexander Schauss, director of the American Institute for Biosocial Research, studied the impact of pink in relation to human health and behavior. He discovered that a particular pink hue lowered the heart rate and respiration of people exposed to it. The name of the color, Baker and Miller, was established after Schauss tested the color’s response in military correctional facility cells.
Passive pink, as it is nicknamed, is a dramatic example of many attempts to use light and color to influence human behavior. By repurposing the billboard format to engage diverse audiences, Roemer's Baker-Miller-Pink brings an introspective experience to the surrounding city – an urban environment typically filled with marketing and directional signage.
Special thanks to our funding partners: Bonfils-Stanton Foundation, Community First Foundation, Denver Arts & Venues, Downtown Denver Business Improvement District, Downtown Denver Partnership, McWHINNEY, P.S. You Are Here, Sage Hospitality, and VISIT DENVER.