INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

CON 01 03 What makes your How can you make your business space more Instagrammable? 4 Instagrammable? 14 TENTS. Who is this guide for? 5 Nature View/ Locations 16 Signage 18 Swimming Pool 20 Lighting 23 Murals, Tiles & Textures 26 Food & Drink Presentation 28 Operating Supplies & 02 30 Equipment

Who are the customers you want to attract ? 7 04 How do I find out what my guests find Where is the cutting remarkable? 8 edge of taking us? 33 How do I find out what my guests find Who can help me make remarkable? 10 my business more Instagrammable? 41 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

What makes your business Instagrammable? Who is this guide for? 01

3 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Who is this guide for?

There’s a clear link between the number of times your business gets on and how impressive your interior and exterior design features look.

At Valé, we absolutely love using social media. Our guess is you do too. In this guide we’ll provide you with some great examples of how you can get your guests to promote your business via Instagram— simply by injecting some clever creativity and fun into how you design your space.

Based on our own extensive research of what currently works well on Instagram, we’ll provide you with some helpful tips on how to do this.

And for those of you who want to be at the cutting edge of social media, we’ll also take a look at some of our favourite artists who are taking Instagram design to a whole new level.

4 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

What makes your business Instagrammable ?

If you want your space, your food or your drinks to feature in the Instagram top nine tiles, then it needs to remarkable.

Remarkable enough to encourage your guests to stop what they’re doing, take a picture, choose a , tag your business, and then upload it.

The best way to set yourself aside from your competitors on social media is therefore by providing your guests with a visual sense of amazement, creativity and fun the moment they step into your space.

Naturally, what your guests find remarkable and worth sharing with their friends is unique to them individually. Luckily there’s a level of predictability to it, with certain design concepts continuing to prove very popular on Instagram. Of course, what’s worked well for some businesses may not always work as well for yours and we’ll explain why.

5 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Who are the customers you want to attract?

How do I find out what my guests find remarkable? User Case studies 02

6 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

To figure out which design features are likely to be most instagrammable to your typical guest, you need to get a good Who are the understanding first of who that person is. Before you can do that, you have to get really clear first on what your brand stands for. You do that by deciding what perception it is you’re customers you trying to create in the mind of your future guests.

What is it that will make them choose your business, and not the one want to attract? next door? What needs and wants does your average guest have? And specifically, how can your business satisfy those needs and wants in a way that your neighbours can’t? What is it that will make that guest come back to you for more while promoting your business to their followers?

Once you’ve answered those questions in detail, you’ll be able to figure out how to build an experience for your guests that’s truly remarkable.

7 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Most businesses never get beyond the ‘millennials’ tag when asked about their target audience. The trouble is that even within that one How do I find out generation there's a huge variety of tastes, backgrounds, requirements— and indeed spending power. The same of course applies to your gen X, baby boom and older guests.

The best way to understand who your customers are is to develop a what my guests set of detailed guest profiles. These profiles include some of the backgrounds, traits and requirements for the typical types of guests your business currently attracts, or would like to attract. You can do this based on your own observations, or you can take a more find remarkable? professional approach by hiring a specialist agency. Guest profiles will help you paint a better picture of what your customers’ world at home looks like; what they’re looking for when they visit your area; and most importantly, what they’re looking for when they visit your business.

At Valé we use a specific framework to help business identify their customers and understand their needs and their mindset. It’s a framework that takes into account the huge variety of guest profiles in any given location.

8 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Below we’ve provided three ‘typical’ guest profiles which many businesses may be able to recognise. There are of course many more.

9 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd User Case Studies

@theblondetraveldiary @phineloves @alexwatson @phineloves @micaelashalane

Instagram images on Bob and Michelle’s Accounts

Bob and Michelle Customers Instagramable

This is a couple with very different ideas about what their Bob’s main task during this holiday is to take pictures of Michelle. should look like. Bob wants to surf, have a beer and spend quality He doesn’t particularly enjoy it, but he does enjoy making his time with Michelle. Michelle happy. Michelle wants to be pampered and live the Instagram life of fresh coconuts and lounging by the pool. She wants to feel special. After Michelle wants pictures of herself in the pool, of bright colours, and all, she’s worked hard for it and this is the one time she can forget of fresh attractive food. You’ll also find her taking pictures of about all the stresses at home. remarkable indoor and outdoor artwork like murals or inspirational She doesn’t particularly enjoy doing activities on her own, so she’ll signage. hang out closeby waiting for Bob to finish surfing. While he’s out catching waves, she’s looking to create a remarkable experience of Bob occasionally takes a picture of himself and his Bintang which he her own. posts for his mates back home. Bob and Michelle are planning to stay in a number of different high end during their trip 10 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd User

Case @tbhphoto Studies

@lewiebuddons @harrymarkphoto @lewiebuddons @matthewdavidjohnson

Instagram images on Pierre’s Account

Pierre Leplastrier Customers Instagramable

Pierre is an passionate surfer who visits Bali for two weeks every Pierre wants pictures of him or his friends surfing, experiences on year. He never stays in five star , but doesn’t mind splashing the beach. out on a bit of five star service here and there. He surfs from dawn until mid-morning. He’s always concerned He’ll take pictures of the fun venue he’s at, beach shacks and bars, about leaving his valuables behind while he’s in the water, which is and of the beautiful strangers he meets there. why he always leaves his wallet behind in his . He typically rushes home after surfing so he can get breakfast. He He’ll take Instagram of his surfer friends in the bar, playing feels he’d definitely enjoy a calm and comfortable place to relax and dogs on the beach, and of taking his board out into the water. have food after surfing, but only if he can leave his belongings there safely while he’s in the water.

11 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd User

Case @lliyaze Studies

@alex_yap @devinta_k @nancyaryasubawa @npmalina Instagram images on Agus and Intan’s Account ea Intan and Agus Customers Instagramablet Jakarta socialites Intan and Angus enjoy travelling with their friends Intan and Agus live through Instagram. It’s their main tool for staying or with their family. in touch with friends and family, and both their accounts are heavily Their holiday isn’t so much about sun and neither of them know how curated. to surf. For them it’s more about creating magical experiences and They’ll do their research on where the best spots are to take photo opportunities, lounging by the pool and sipping strong and pictures. They’ll pop in to snap that million dollar picture at your Instagrammable cocktails. or , but they may well leave without spending any money. Intan and Agus happily admit there’s something rather satisfying They both love to go to the coolest and most trendy spots on the about the envy of their friends back home. They’ll be staying in a island. They particularly like spending time in places which have that mid to high end . Or they might be renting a premium villa with distressed material look, neon lights and brightly painted colours. friends. They prefer to hang out in bamboo buildings and funky looking bars, but they’re equally comfortable in five star dining environment with refined designs that exude opulence.

12 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

How can you make your space more Instagrammable? Natural Setting Signage Swimming Pool Lighting Murals, Tiles & Textures Food & Drink Presentation Operating Supplies & Equipment 03

13 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

How can you make your space more Instagrammable?

14 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Here at Valé Architects we’ve done an extensive study of hundreds of Instagram accounts and pictures taken in businesses in key tourist hot spots.

Based on our research we identified seven design areas areas where you can create a truly remarkable experience for your guests. For each of those areas we’ll provide you with a couple of real life examples of businesses who’ve done this extremely well.

We’ve curated these examples to stimulate your creativity, your sense of fun and your willingness to put your own unique stamp on the design areas that are proving to work very well on Instagram.

We know it can be tempting to simply imitate your competitors who are doing it well. But the key to success on social media is creativity and fun, and doing an exact copy of someone else’s great design is neither. A poorly executed version will only be remarkable on Instagram for the wrong reasons.

15 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Natural Setting If your business happens to be located in a photogenic geographical setting, you’ll really want to make the most of that.

Whether you’re overlooking a rice field, a historic building or the ocean, you’ll need to make sure that the design of your space becomes an extension of the world outside. This will allow you to create a real sense of wonder among your guest.

Our research has found businesses whose design features help it to blend seamlessly into the natural setting also have the highest remarkability factor on Instagram.

They’re the ones able to provide their guests with the type of transcendental experience they’ll want to share with their friends online; a visual sense of wonder in which your guests themselves can take centre stage.

16 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @pritha_auria @cw175 @_nessa.s

Type Rice field Beach Ocean view and rock features

What’s remarkable Sense of tranquility and transcendence. Sunset over playful pops of colour. Isolation with a hint of danger.

Image composition Totally immersing your guests in nature. Using Casual hang spot with colourful bean bags and Bright natural colours of the water and trees are nearby farmland or the natural landscape to umbrellas. the stars in this picture. The bar is the hidden expand your own space. gem. This is an unexpected experience only shared by those in the know.

Account holder I’m really appreciative of the beauty of this I’m here, you’re not. There’s a degree of This place is off the beaten track and I’m the mindset place. I hope you are appreciative too that colourfulness and playfulness which none kind of person who doesn’t follow the I’m sharing this with you of you back home are used to. beaten track.

Ask yourself How can you adapt the design of your space to What props or objects can you add to your Is there something truly unique about your better merge with its geographical or design to the natural surroundings? location that nobody else has which your agricultural surroundings? Are you already overdoing it? design is not making the most of already?

17 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Signage

Even if you’re located in a back street or a less attractive part of town, the clever use of can signage allows any business to become a potential hit on Instagram.

Signage is of course much more than simply displaying the physical name or logo of your brand. It’s a visual and often physical representation of what you stand for.

The smart positioning of your brand name and your logo can provide a cool and edgy picture for your customers— one they’ll be delighted to be associated with online and share with their tribe.

18 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @love_is_hee @david_virgo @_nuy

Type LOVE sculpture Hotel signage This is what we stand for

What’s remarkable It’s big and unusual to see on a street corner. It’s foreign to the setting and represents It’s a surprising and contradictory statement something exclusive. designed to make your guests smile.

Image composition Bold statements and city names are often used The sharp sleek edges of the logo are in stark White lettering facing the street with blue and for this kind of composition. It’s a big sign which contrast with the softness of the sea here at pink contrasting colours in the background. It you can touch and climb on. The letter font and W’s Maldives resort. Part of the identity of speaks directly to a very large tribe of ice cream colours are in contrast with their surroundings. every W hotel is its form and pure white colour. lovers worldwide and simply begs to be shared They reinforce the brand’s luxury image. on Instagram.

Account holder This sign perfectly expresses how I feel What’s the point of being in a truly This business reflects my tribe’s values and mindset towards the world right now, and exclusive location if you don’t tell anybody philosophy so well, that I want to move in particularly how I feel towards you. All is about it? here. well in the world.

Ask yourself Is my logo visually pleasing enough for it to be Is your logo a fair and high quality What is your company’s core value? Have you used in such a bold way? Will a bold statement representation of your brand offering endings? integrated this into your brand identity? Are like this help or hinder my business objectives? Are you already overdoing it? your customers aware of this core value and does it resonate with a wider tribe?

19 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Swimming Pool

Swimming pools epitomise luxury. They remind most of your guests of what they don’t have at home. Nice weather, a sense of calm, a unique experience— and a pool of course.

But most importantly, pools also provide a great way to convey what their tribe back home is missing out on.

We’ve looked at some of the recurring features that make certain pools so photogenic. Design elements and pops of colour contrasted with natural materials are popular.

Rather surprisingly (or perhaps disgustingly), people also seem to love sharing pictures of themselves eating healthy food in the pool. Our mum would definitely not approve of this!

20 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @elizkozlova @wzylouisey @wzylouisey

Type Views above Eating in the pool Above the trees

What’s remarkable Being on top of the world surrounded by luxury. Interesting surprise effect because we don’t Swimming above the treetops. There’s an generally associate a pool with eating. element of danger and a contrast between the lush green and the marble.

Image composition This works best if a person is included in the The use of colourful pops of food, the subdued Creating a built environment with natural shot. The pool tile is dark to ensure it doesn’t colours of the pool and idyllic setting of sitting in textures and tones helps carry the concept of overpower the photo. The infinity edge of the a pool are the core to Instagrammability here. being apart of the natural environment. It’s in pool creates a surreal scene of floating above But it’s the element of surprise and uniqueness total contrast with the surrounding jungle, yet the city. of the experience which makes this shot manages to blend in perfectly. remarkable.

Account holder I’ll never be able to do this anywhere else. I bet you’ve never eaten in a pool before. I This juxtaposition of jungle and concrete is mindset This really is the height of exclusivity. bet you’ve never even thought about eating not something many people get to in a pool before. I bet you don’t realise just experience often. Yet here I am. how uncomfortable it is trying to stop my breakfast from floating away.

Ask yourself How can you make it as easy and practical as What can I offer that gives pops of colour which How do I compose all the physical elements to possible for your guests to take the best shot make for an Instagrammable photo? help induce a remarkable feeling? Where can I from inside the pool or from the edge? create a vantage point from which guests can 21 take a great picture? INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @rouse2136 @natasablair

Type Ocean views Inflatables

What’s remarkable A pool bar overlooking the ocean. The circular A toy that’s perfect for Instagram because it roof makes for an unexpected seaside manages to be big, fun, colourful and ready to backdrop. It works perfect for creating a climb at the same time. reflection.

Image composition The bar is a simple yet glamorous sculptural Inflatable add pops of colour to a setting of element that doesn’t overpower the experience water, natural stones and plant life. of being at a bar or in the pool.

Account holder I appreciate outstanding design. This takes I’m being playful and having so much fun mindset me back to sixties glamour. with it. I’ve no problem showing the world that my inner child is coming out.

Ask yourself When designing my space, where would it What kind of props can I introduce that are fun benefit from bring in opulent shapes, and where and colourful? What kind of props allow my are simple structures more appropriate? guests to show that they’re playful and cool, but not silly or childish?

22 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Lighting

Natural and artificial light can both have an immense impact on how your guests feel when they enter and experience your space.

When designing your business for Instagram it’s important to consider how the light in your space will hit the floor and all other surfaces. You’ll want the light to support your guest in taking the perfect picture of a particular design future, of themselves— or both. If you have access to natural light during the day, then make sure your design optimises it.

Nighttime allows you to go a little more crazy and playful. As you’ll see from our analysis below, often it’s the lighting features themselves that provide a great and remarkable picture.

23 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @_nuy @_nuy @_nuy

Type Neon hellfire The beacon Dark space

What’s remarkable An orgy of bright colours. Eye catching. The warm neon colour makes it A number of really eye catching elements here. stand out from its surroundings. There’s a perception of greater depth thanks to the dimly lit mural.

Image composition A space that is overloaded with colourful, but The attention grabbing neon sign that adorns a Dimly lit textures of mural produce patterning not overpowering light allows for some really flat coloured wall. All elements around the sign effect, fantastic for background. Don’t forget to fun photography. are subdued to emphasis the importance of just provide some foreground lighting to light up the that one element. subject.

Account holder Wow this is just crazy! I want to show this I just noticed this awesome contrast This is really artistic and clever, just like me. mindset everyone. between the neon and the grey colours of the sky and the building. I don’t think anybody else would have noticed that.

Ask yourself Will most of my guests enjoy this much colour How can I use the front side of my business as Will my guests appreciate mystery through and be encouraged to spend time in here, or an Instagrammable marketing tool for my design and art, or will it alienate them from my will they be overwhelmed? business? brand?

24 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @ignatiaintan @brandonwoelfel @madewell

Type Assorted pendant Foreground lighting Daylight

What’s remarkable The feeling of space. Originality with no two Gives definition to portrait photos. Great natural makes for great natural looking light features the same. The space has been photos. designed to look as if it was put together organically.

Image composition Assorted pendant lights give texture and Subtle lighting focused on your guest’s face One big open space specifically designed to definition to the ceiling while producing some without blinding them. It shows their features make the best possible use of natural daylight. great unpredictable lighting opportunities. and complexion and makes them look like a film star.

Account holder This place is really special and authentic. I’m taking a picture in this cool place. And I I recognise great design when I see it. Look mindset look great in it. at the cool angle I took this shot with.

Ask yourself What kind of lighting will give my business the Is this light making my guests look at their best How will the lighting elements looking during most unique feel that fits my brand? regardless of their skin tone? the day? How much daylight creates the experience my brand is offering?

25 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Murals, Tiles & Textures

Colourful murals, tiles and textures all have the potential to turn a dull blank wall into highly photogenic pieces of art. People love them because the wall becomes a personal canvas and photo booth— not to mention another great opportunity for a selfie.

To do this right you need to get creative. Don’t be tempted to do a half-hearted imitation of the awesome examples below. After all, what makes them awesome is their originality and the quality of their design. Without that you may simply end up with a badly painted wall.

It also goes without saying that if you intend to use quotes or text, then typos and bad grammar will get you noted on Instagram for all the wrong reasons.

26 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @meeeeeeenap @surfistatomato @joannejojobi

Type Mural & patterns Textured wall Single colour wall

What’s remarkable The location, the bright blue colours and A bundle of contradictions. Is this a mural or a It’s cute, it’s stylish and it allows people to try patterns, as well as the sheer size. sculpture? This piece is visual and kinesthetic, out some interesting camera angles, poses and yet it literally speaks to you by saying . compositions.

Image composition Murals and patterned walls provide an Wall textures can come in any shape, size and Single colour walls provide soft backdrops to irresistible canvas for people to take pictures. material. Brick, timber, off form concrete, photos allowing the subject to pop off the Any wall with tasteful artwork has the potential assorted fibre cement sheeting. surface. Reserved soft colours can help harder to become a photo booth. elements and all skin tones pop off from the wall amplifying the specialness of the subject.

Account holder This backdrop is a great representation of This backdrop is very clever. I understand I would fit on the cover of Vogue magazine. mindset how interesting and funky my life is. why it’s clever, but not everybody might.

Ask yourself How can I design a mural that’s original and How complex does my design need to be to What is the style of my target customers? What exciting to focus customers without alienating appeal to my target customers? magazines do they read? them? How can I make sure that it reflects what my brand stands for?

27 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Food & Drink Presentation

Gone are the days when simply creating a great dining experience was enough to guarantee your business with footfall.

Aside from great service and great tasting meals and drinks, most of your guests now expect dishes that also look great on Instagram. The best way to find out whether your food stands out on Instagram test is to simply notice how many of your guests are willing to let their food go cold so they can take a perfect picture.

You can give your amateur food photographer guests a little boost by providing them with the right props that allow them to give their pictures a little extra.

28 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @billy.law @cw175 @cw175

Type Periphery Background Food composition

What’s remarkable The food looks delicious, and the way in which The composition is jaw-droppingly unusual. It A very generous serving, yet made to look very the side dishes are served allow for great food begs to be documented online. appealing. photography.

Image composition The main dish and the side dishes are Food is served in a very playful and colourful A classic dish made look special because of its presented and served in a very attractive form, way. The picture suggests that each dish has volume and plate composition. making it irresistible for the guest to take a its own individuality. picture.

Account holder This is no ordinary dining place, and I’m no I’m in a very special place where everything Telling the world how guilty I feel about mindset ordinary diner. is served in a jar or on top of a jar. You have eating this giant burger will make me feel to see it to believe it. less guilty.

Ask yourself Should our dishes be presented in a set How can we surprise our guests in a way that Not only what tastes complement our food, but composition to encourage photos? stays true to our brand and in a way that what visuals compliment our food? doesn’t take attention away from the quality of our food?

29 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Operating Supplies & Equipment

Branding your operating supplies and equipment helps reinforce your brand identity.

This is all about understanding which type of equipment is best for creating an Instagrammable moment.

30 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Common instagram image

Taken by @therealchambong @billy.law @billy.law

Type The unique prop Colour composition Tools

What’s remarkable The design of the object in which it is served, It looks a little messy which makes the food real It looks delicious. makes a champagne a piece of art. and the picture not at all staged.

Image composition The prop is shown in use. The natural light and How is your food presented and what are The food is presented in a classy way with the oranges create a fresh morning feel, colour contrasts between the food and plate, cutlery that fits the dish but doesn’t upstage the especially against the other contrasting pops of props, table can help create a great picture? food. colour.

Account holder You can’t this. I’ve elevated drinking This food tastes as perfect as the picture I I just took a big bite and it tastes as mindset mimosas into an artform. just took. delicious as it looks. You should try some too when you visit this place.

Ask yourself How can the props I serve my food in help me What does my food look like when it’s What utensils, cups, plates complement each to better convey my brand? presented? How can I make it look remarkable dish best visually? enough for people to let it go cold by taking a picture of it first?

31 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Where is the cutting edge of instagram taking us?

Who can help me make my business more Instagrammable? 04

32 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

For your space to be instagrammable it needs to be remarkable and creative. If you want to feature in those magical top nine tiles, you’ll need to be daring, playful and a little bit surprising. Where is But some people are really stepping beyond simply being remarkable. They’re taking their Instagram creativity to the next level.

At Valé we’re particularly excited about a growing number of artists who dedicate themselves to the cutting creating instagrammable experiences.

We keep a close eye on these artists because they are starting to influence some of the more daring businesses in their quest to be the most remarkable edge of on social media.

Artists are often the experimenters, but we as designers are the implementers. Our role is to bring together that creative artistry with the business acumen and craftsmanship. Instagram We’ve put together an overview of our favourite artists who we feel are key influencers when it comes to the future design of instagrammable places like yours. taking us?

33 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Sprinkle Pit Museum @camerondallas of Ice

Cream No Letting Go @followdee

A word from the artist Remember those crazy ideas you dreamed up as a kid? The Museum of Ice Cream is the place where ideas are transformed into real life experiences. Its mission is to design environments that bring people together and provoke imagination.

Potential commercial uses Texture material A gallery dedicated to instagrammable art is already commercial success on @mattcrump & @rclayton/ entry fees. To apply these ideas in hotels, bars and might take some creative thinking however. There’s potential to influence a temporary photo booths, wall or flooring patterns. This wouldn’t give the full immersive experience, but it would certainly provide a memorable experience. Of course keeping a piece clean minimising the choking hazard for children might be an important consideration.

https://www.museumoficecream.com/

34 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Moving Architecture 2017 Daniel @danielarsham Arsham

Color Chiaroscuro Sand Garden @danielarsham

Hourglass A word from the artist @danielarsham We’ll often make one gesture, one statement in a space and let that define it.

Potential commercial uses The images shown are great example of art making a statement in a particular space. A simpler variation on these ideas could potentially create a very remarkable experience for your guests.

https://www.danielarsham.com/

35 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

The beach Snarkitecture @danielarsham

Installation for Odin New York @Snarkitecture

A word from the artist Taking cues from the familiar experience of a summer day at the beach, these installations reimagine both the natural and cultural elements of the beach to Fancy Footwear create an unexpected and memorable experience. @Snarkitecture

Potential commercial uses Totally immersive installations are becoming more popular. A growing number of events and continue to be inspired and to some extent imitate the work of Daniel Arsham, including this particular event in Hong Kong.

www.snarkitecture.com/

36 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

The Merlion () Red @redhongyi Hong

Yi Colorful wall @redhongyi

Astrawlogy (Mit Media Lab X Chibitronics) A word from the artist @redhongyi Red creates art using everyday materials as a way to transform our understanding of objects and image-making.

Potential commercial uses Taking everyday materials and make them remarkable.

www.redhongyi.com/ 37 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Portal James @_james_clar Clar

Distant Lights @_james_clar

A word from the artist Structure test James work uses controlled light and sculptural light systems to analyze the @_james_clar effects of technology on our perception of reality, time and space.

Potential commercial uses This is a very interesting use of light in order to shape space. The artist’s works provide some amazing inspiration on how to create spaces that provide your guests with a truly remarkable experience on camera and in real life.

www.jamesclar.com/ 38 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Objects Cast in Resin Mayme @Lisasettegallery Kratz

Unknown @akinori_towma

A word from the artist Mayme’s collected specimens celebrate the endless cycles of change and rebirth in nature. Hummingbird courtyard @colwellshelor Potential commercial uses Casting objects out of resin or any other material isn’t a new idea. But we really see potential in the use of resin as a material to create experiential spaces. Its use is limitless and we’re certain to see it explored further in commercial spaces

www.maymekratz.com/

39 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Do You Hear Yourself When You Speak? Rebecca @rebecca_mason_art Mason

Colorful wall @simplycyn

A word from the artist Inspired by the exciting, chaotic playground of London and her own life Texture material experiences, Rebecca’s work focuses on day to day human existence. @Stefizzzle

Potential commercial uses We covered the use of neon and signage earlier, but digging into the work of artists exploring it as an expressive tool can help you bring greater impacts to that remarkable message you are trying to express to your guests.

www.rebeccamasonneon.com/

40 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Who can help me make my business more instagrammable?

41 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

At Valé Architects we take a very innovative approach to hospitality design. Building social media into the design of your business is an important part of that.

We hope this quick and easy guide has given you some helpful insights on how to get your guests to do your marketing for you on Instagram.

If you’d like to find out more, or you’d like to get in touch about some of the other architectural and design services we provide, please visit our website, or contact us by emailing [email protected]

42 INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

Other Useful References

The Verge

Smithsonian Magazine

Grubstreet

Ice Cream Factory INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

SPECIAL THANKS As much as we’d like to take all the credit... We won’t. We’re grateful for all the amazing images we sourced from Instagram, images we don’t claim copyright on of course. We’ve used these images under fair use principles in U.S. and Australian copyright laws which allow the use of copyrighted material for study and research. Contact us If you believe that the images have been used in an unauthorized manner. The amazing cover images was illustrated by Nurul Kusumaningrum. She’s an awesome artist and human being. You can find her as @__nuy on instagram. If you like the pointy and cheeky editing, you can blame Kris Verlé for that. He can be found as @krisverle on instagram. INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

What else can we do for you? Give us a shout - we won’t bite. We want to see you grow your business and take over the world. INSTAGRAM DESIGN GUIDE @VALE ARCHITECTS Pty Ltd

THANK YOU.