In an unprecedented twist of creativity, British artist Stuart Semple has announced that he’s replicated a groundbreaking color that scientists have just discovered. This stunning blue-green hue is a product of cutting-edge research from the University of California, Berkeley, where scientists experimented with laser pulses directly onto their retinas.

Semple isn’t just any artist; he’s known for creating some of the world’s most vibrant paints, including claims to the title of the blackest black and the pinkest pink paint. Now, he’s priced his latest creation at an astonishing £10,000 for a 150ml jar, but for fellow artists, it's a steal at just £29.99.

The Science Behind the Color Discovery

The Berkeley experiment utilized laser technology to stimulate specific cells in the eyes of a team of researchers, pushing their color perception beyond anything previously imaginable. The new color, named "olo," actually activates only the medium (M) wavelength cones in the retina, giving rise to a color experience unlike any other.

Semple’s version, dubbed "yolo," reflects his playground ingenuity as he developed it using a more accessible method. Mixing pigments and adding special optical brighteners, he harnesses ultraviolet light to create a brighter visual effect, using a spectrometer to perfect his color match.

An Artist’s Mission for Color Accessibility

"Color should belong to everyone," Semple proclaims, joining a growing movement to democratize access to color. He’s waged a personal crusade against corporate monopolization of hues and often rivals traditional norms, as demonstrated when his blacker-than-black paint emerged in response to Anish Kapoor’s exclusive contract over a similar color.

What Makes Olo So Special?

According to Austin Roorda, a vision scientist involved in the Berkeley project, the uniqueness of olo cannot easily be recreated. He amusingly noted that while he’d love to own a jar of Semple's creation, he’d have to decline at such a steep price. Roorda humorously reflected on his attempts to mimic olo through a mix of Midori and Blue Curacao liqueurs, but found that the results were less than savory.

As science and art converge in this exciting exploration of color, Semple’s zest for creativity and innovation continues to inspire those who believe in the liberating power of color—making his offerings not just visually arresting, but also a statement of artistic rebellion.