Picture the ultimate Instagram-friendly home, and your mind’s eye will probably conjure up a millennial pink colour scheme, rose gold accents and plenty of natural light (all the better for shooting #content, of course), with a smattering of scatter cushions and some slogan prints adorning the walls.
What you’re picturing is probably near-identical to Village Marketing’s New York penthouse, a 2,400 square foot studio space which has been deliberately designed with Instagram shoots in mind. Cleverly designed and furnished by US interiors brand Wayfair, it opens its doors to influencers so that they can create branded #content against an Insta-friendly backdrop.
According to Village, the studio was founded ‘to provide influencers with a canvas for content creation and companies with a space for brand installations.’ The space, meanwhile, is described as ‘a fully furnished SoHo penthouse with all of the elements for a successful lifestyle shoot including a sprawling roof deck overlooking lower Manhattan.’ Among those 'elements,' we managed to notch up 17 classic Instagam interiors tropes (yes, house plants and pale pink feature heavily). How many can you spot?
See inside Village Marketing's influencer-friendly penthouse...
#A #Feminist slogan print
Can you really call yourself an influencer if you don't have an empowering slogan print on your gallery wall?
Speaking to the New York Times, Village founder Vickie Segar revealed that she saw a gap in the market after realising that many influencers struggled to find lifestyle spaces that lent themselves towards striking Instagram content (in New York, as in London, many were living in cramped rentals with poor natural light). ‘Spaces like this are gold for them, because then they’re able to have a place that’s a home to shoot lifestyle home moments in,’ she said, adding that ‘most of our influencers are millennials, most of them love this color palette. The gold accents, the blushes, the velvets, the furs.’
What we're looking at, then, is the platonic ideal of an Instagram backdrop. But if Village Marketing's undeniably ingenious idea proves anything (other than the ubiquity of millennial pink), it's that the Instagram dream is anything but authentic: instead, it's something that can be recreated for a couple of hours, in a specially designed space calculated for that purpose. And while the ethics of influencers projecting that dream to their followers are surely a little dubious, it's certainly intriguing to see the curtain lifted on what goes in to creating the classic #spon post...