The Real Deal New York

Is your project “Instagrammable” enough?

If it doesn't show up on the gram, does it exist at all?
March 25, 2018 10:00AM

From left: Cha Cha Matcha, Museum of Ice Cream San Francisco (Credit: Instagram, Cjfrey)

Love it or hate it, the new reality is that, unless a project is adored enough to fill the Instagram feeds of its customers, guests or residents, it’s safe to say something in the design is off.

“In reality, every space inside a project has to be ‘Instagrammable,’” designer Philippe Maidenberg told Architect’s Newspaper. “There is a similar way of thinking among architects, directors, and photographers. On the top of their minds, they’re always considering, ‘What will visitors see when they see the building? … How can we surprise them?’”

Notable interiors that fulfill all photogenic dreams include restaurants like Jack’s Wife Freda, Cha Cha Matcha and Elsa, Ramona, Sisters, and The Spaniard. The most famous, of course, is the Museum of Ice Cream, but offices and hotels are also picking up on the trend, which, to Maidenberg, can only be a good thing.

“The standards are getting higher and higher for the greater good,” he said to AN — in terms of design at least. [AN]Erin Hudson