Last week our team took a field trip to Chicago’s latest Instagram pop-up, the WNDR Museum. This isn’t Chicago’s first rodeo with the pop-up phenomenon. This summer the very Instagrammable Glossier pop-up shop and Refinery 29’s 29Rooms attracted crowds of excited social spelunkers.
While none of the WNDR museum’s spaces were sponsored by brands, creating spaces that translate well to Instagram poses a significant opportunity for brands to think differently about how they engage their audiences IRL and translate that conversation online. In fact, we’d argue it’s one of the most important considerations when designing a live activation. So, how will you ensure your pop-up lives on online?
We looked at this year’s most memorable activations to provide you with tips on how your next pop-up activation can make an impression on Instagram.
Let’s get physical
Piera Gelardi, co-founder and executive director of Refinery29, described 29Rooms to Adweek saying, “29Rooms combines the interactivity of a funhouse and the cultural relevance of a museum but it’s also a museum where you can touch the art, punch the art, ride on the art, you can be the art.”
It’s not everyday that you get to walk into a museum and run-a-muck. Like 29Rooms, the popular pop-ups of the last year, have incorporated play into their experience. These spaces provide the perfect recipe for a boomerang or video post on social.
It’s one of the most popular trends on Instagram. In fact, Instagram’s own NYC office boasts one of the most instagrammable conference rooms around. The miNY conference room, is the perfect example of a way to create a space that uses perspective. These spaces not only delight consumers in real-life, but the evidence is super shareable.
One very easy way to promote visual social-sharing at your pop-up is the use of signs with phrases. Whether it’s inspiration, humor, or whimsy a well placed phrase can show off your brand’s personality in a way that will translate well to social.
There’s no wrong way to create these moments:
- Neon lights
- Hanging signs
The Art of Art
Whether your brand is pulling together an independent pop-up or is part of a larger event, including artistic touches in the space ups its Instagrammability. Often art installations, require more restraint from viewers than other parts of the activation, but memorable art as a backdrop for a photo can generate millions of impressions for your brand.
Regardless of the scale of your activation, a well-designed photowall that incorporates your brand is sure to make it online. When placed strategically at the entrance or exit of your activation you give consumers ample opportunity to capture the perfect moment for social.
Ready to activate influencers for your next pop-up? Request a demo with one of our sales team members.