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Have you ever needed a better house for your Instagram feed?

Ha! You read that right. For people who need a better backdrop for the products they push on IG, there is an apartment in NYC decorated to serve as the perfect prop for their mini advertising agency. Aside from the marketing evolution of IG influencers, I found the interior of the apartment interesting.


https://www.nytimes.com/2018/09/30/business/media/instagram-influencers-penthouse.html?action=click&module=Editors%20Picks&pgtype=Homepage

From the article:

Vickie Segar, the 35-year-old founder of Village Marketing, came up with the idea for an apartment tailored to social media after noticing that many influencers — especially those living in New York, with its cramped, dim living spaces — were having a hard time getting the shots they needed. Some were even booking hotel rooms or making covert visits to furniture stores to get their work done.

People get up and go to ABC Home the second the doors open to shoot — they do anything,” Ms. Segar said. “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.”

Village Marketing, which has an all-woman staff of 17, invited a number of social media stars to make use of the apartment in recent weeks, and their posts have already racked up tens of thousands of likes.

The photographs of the apartment taken for this article, when viewed alongside the Instagram posts that resulted from photo shoots in the same space, give an idea of how the social media sausage is made. The apartment points to a future where Instagram moves further away from a do-it-yourself aesthetic toward a look that is more staged and polished.

As Ms. Segar led a tour of the apartment, she invoked terms like “moments,” “feelings,” “scenes” and “vibes.”

In fashion- and Instagram-speak, a moment is a certain look, rather than a unit of time. And so Ms. Segar described the apartment’s library nook as “one of our favorite little moments.” She added that the books on the shelves — with “Crisis Economics” just below “Gone Girl” — were chosen for their muted colors to make the area “not as feminine and peachy as the rest of the space.”

Near the entrance is a spot that Ms. Segar described as a “fireplace scene,” which is likely to be a hit among influencers during pumpkin spice season (also known as fall). The chairs by the brick hearth have low backs, partly to avoid “anything reflective” from the mirror on the mantle. “When you think of all the products they’re trying to bring to life, they need as many moments and feelings as possible,” she said.


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