Instagram Pop-up, London

Pop-ups have become the ultimate selfie destination for Instagram users. Now Instagram itself is getting in on the action.

The billion-user social media platform has stepped out of your feed and IRL with an eye-catching pop-up in Covent Garden. For two days in October, the pop-up showcased 6 of Instagram’s top fashion, beauty and lifestyle brand partners within an artfully Instagrammable space.

A prominent window display featuring the instantly recognisable Instagram camera icon as well as the words ‘See. Tap. Shop’ clued visitors in to the event; fans could also follow along online with the #instagrampopup hashtag.

The Instagram pop-up brought top-performing brands from the online platform offline, connecting fans and influencers in real life.

Inside, visitors explored capsule collections from RIXO, Never Fully Dressed, Scamp & Dude and Carrie Elizabeth, browsed stationery from Oh Squirrel and sampled fragrances and skincare products from Haeckles.

The space itself was familiar to IG users, taking design cues from the app and reinterpreting them for an offline world. Neon signs referenced the text used in Instagram stories, while white speech bubbles containing the brands’ usernames replicated Instagram’s ‘tagging’ functionality. White furnishings extended the platform’s UI for a seamless online/offline experience.

In addition to being able to shop influencers’ products in person, visitors were able to speak with reps from the partner brand and attend talks on building and managing an online brand.

The pop-up both served as a space for fans to interact offline with key Instagram influencers, but also as a forum to encourage up-and-coming brands to make the iconic photo sharing app their distribution channel of choice.