“Instagrammable” Pop-Ups – What, Why, and Are They Worth It?

Since moving to New York, I have noticed the rise of a new phenomena: pop-up installations made to get that picture. I first remember noticing this craze for the Museum of Ice Cream and being confused as to what the place actually was. Is it actually a museum? Would I be learning facts about ice cream? Was it designed this way to encourage people to take photos?

Now, I have seen buzz for The Color Factory, The Egg House, The Museum of Pizza, the Museum of Feelings, and The Museum of Dreams – just to name a few. Although New York City seems to be a hub for this new, creative art form, pop-up installations are everywhere.

So why has a market been created for these installations? Based on my observations of the world, smartphones and social media have changed the way that we view and consume art. Think about it: have you ever visited a museum and not seen someone take out their phone to take a photo? We want to save our memories from museum outings, but there is also a desire to post this content to show the world what you are doing. With this in mind, I think people realized there was a market for immersive and “instagrammable” spaces, and thus the phenomena was born.

Why are we drawn to these installations? In short, social media sites have affected the way we portray and see ourselves online. There is this idea that our online lives must be picture-perfect and that things we post must be interesting enough to maintain following and get likes. We seek validation and happiness through the attention we get on photos, and not only pictures of ourselves but the experiences we portray. That being said, it makes so much sense that these installations have come into existence. It is the perfect Instagram experience.

But is it worth it? On the positive side of things, the art in these installations seems pretty cool – legitimate artists have worked hard to build amazing installations that offer an immersive experience. And lets be real, taking photos  in these spaces can be fun! On the negative side of things, these exhibits are priced from $20-$40, which is quite a lot for college students. I wonder if the photos circulated online live up to the experience IRL. And do you really want to play into the trap of an “instagrammable” place?

The bottom line here is to do your research. Don’t be fooled by the photos you see online. Ask people about their opinions and read those reviews!

The Egg House, by Xin Pan