Giving people the simple pleasure of making confident colour choices has propelled downloads of AkzoNobel's Visualizer decorating app past the 20M mark.
The award-winning digital colour tool was first launched in 2014 and is now available in more than 60 markets.
It allows consumers to visualise walls in different shades in real time, before applying a single drop of paint.
To celebrate the latest milestone, special events have been organised in two of Europe's most vibrant cities - London and Amsterdam.
Members of the public are being given the opportunity to virtually paint museums at London's Trafalgar Square and Amsterdam's Museumplein by using the Visualizer.
"We're delighted that the Visualizer is proving so popular and has established itself as a leading digital tool for colour," said Corinne Avelines, AkzoNobel's Director of Digital and e-Commerce.
"Finding the right colour can be a stressful experience, which is why 21% of those who start the paint journey drop out before purchase.
“The Visualizer is designed to take away the worry of choosing colour and make decorating fun again."
The unique patent-pending computer vision technology behind the app enables users to apply realistic virtual paint to their walls without affecting picture frames and other furniture.
It cleverly paints around them as you move your smartphone or tablet around the room.
"Some consumers struggle to visualise what a colour will look like in their homes," added Corinne.
"Thanks to our unrivalled colour matching expertise, the Visualizer gives consumers the confidence to try new colours, quickly see the potential end result and share it with friends to get their views."
The success of the app has so far seen it generate more than 400M visualisations for consumers all over the world.
South America and Turkey lead the way in terms of markets where the tools has been used the most, while it has just become available in the Middle East.
A launch in Greece is expected soon.
The special outdoor events are being held on June 22.
They will give people in Meridian Steps in Westfield Stratford the chance to virtually paint a building at Amsterdam's Museumplein, while visitors to the Zuidas area of the Dutch capital will be able to add their own digital design to Trafalgar Square in London by using augmented reality technology.
The results will be displayed on big screens set up at each location.
To download the Visualizer, visit the iOS App Store or Google Play and search for Visualizer along with the name of your local AkzoNobel paint brand, such as Dulux Visualizer, Flexa Visualizer, Dulux Valentine Visualizer or Alba Visualizer.