In the 70s, Formica was in danger of losing the cachet it originally held as a progressive avant-garde material in the 50s. With the growing interest in natural materials, Formica came to be viewed by many as trendy and even tacky, while its futuristic image had faded from memory. Losing its luster after decades of covering kitchens and bathrooms across America, Formica realized that it had to reposition its product. The first step was to create a new dialogue with architects and designers and a Design Advisory Board was established.
A new material was produced, called ColorCore, a surfacing material that was made of a solid color throughout, eliminating the dark lines at seams and corners. With a new material at its hand, the company showcased a new way to use Formica in a show at Pace Gallery. A room based on Piet Mondrian's original drawings he made in 1925 as a library for an art collector, which was never realized. That room was shown in galleries and museums across the country, and publicized the new material. To demonstrate the possibilities of ColorCore as a design material, Fromica opened an exhibition entitled "Surface and Ornament,” where works by such progressive architects as Robert Venturi, Charles Moore, and Frank Gehry was on display.