New Color Wall at Electric Houston Axis Creates an Instagram Party — Sugar & Cloth Does It Again at Hot Development

A Symbol of Diversity and Inclusivity at The Common

BY Shelby Hodge // 09.23.21
photography Alex Montoya

Has it really been five years since nationally adored lifestyle and DIY blogger Ashley Rose pitched a swath of color across the Headquarters building in EaDo, launching an Instagram inspiration fave — the Sugar & Cloth Color Wall? The diva of all things lifestyle and DIY, with an Instagram following edging toward 300,000, has now unveiled her latest contribution to making Houston bright and colorful — the 2021 color wall at The Common.

A vibrant and diverse crowd, much like the surroundings neighborhoods, helped spread the joy across the revitalized strip shopping center at 1102 Pinemont, where Gulf Coast Commercial Group infused the development with a contemporary vibe. The group tapped Rose to dress the plaza and common area with her colorful whimsy and she did not disappoint.

Billed as a pop-up, the outlay of color brings longterm vigor to what might have otherwise been just another park bench setting. Visitors will find color bands framing the common area with approximately 30 feet of painted surface on two sides leading to a patchwork juncture. Painted benches and hardscape landscape elements add to the visual joy.

An added dimension to the color wall is the specially curated palette of hues that were created to reflect the beauty of the area’s diversity while emphasizing “the synergy of the spectrum.” North of 610, The Common is located at the eclectic axis of Garden Oaks, Oak Forest and Acres Homes.

“The Sugar & Cloth Color Wall has always symbolized standing out, being colorful and being authentically you,” Rose says in a statement. “But now, more than ever, we’re proud of representing inclusivity and diversity above all.

“Our goal was for visitors will see a representation of themselves in this year’s color palette.”

Schooley Design and Outposts Landscape Architecture worked on rehabilitation of The Common. (Photo by Alex Montoya)

As a result, there were selfies galore for the rainbow coalition of fans that turned out to celebrate the unveiling of the swaths of outdoor color. A party atmosphere prevailed thanks to the spins of DJ Biz, brews from Saint Arnold and specialty cocktails from Frankly Organic Vodka, along with bites from Mickey’s Cuisine and area mainstay Esther’s Cajun Cafe and Soulfood, the culinary diva herself serving plates. And local residential real estate team Williams-Ocque Group sponsored Color Wall hued macarons from Tout Suite.

Even the Alto ride share service was a player throughout the day, ferrying partygoers to and fro.

“We are thrilled about our partnership with Ashley Rose and the Sugar & Cloth Color Wall at The Common,” Tom Lile, Gulf Coast Commercial Group president, says in a statement. “More than just a renovation, this previously aging strip center has really been reborn with the addition of this asset, and we are excited to use it for a backdrop for future programming that serves this unique community.”

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