I’m surprised by how well PANTONE has managed its brand in recent years. What started as an obscure system for the faithful reproduction of colors in mass media is being progressively transformed into a kind of lifestyle brand where the central idea is simply colors. You can buy all sorts of consumer products bearing the distinctive look of a PANTONE color chip, and people apparently pay attention to the company’s absurd Color of the Year pronouncements. Now, if you live in or are traveling to Brussels, you can stay at the PANTONE Hotel, too, where the linens, walls, closets and even the folding chairs are all PANTONE branded. It actually looks kind of adorable, if also ridiculous.

They call it “the center of the color universe,” whatever that means. More information at pantonehotel.com.