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Creating the Instagram Moment 25th July 2017

In a world where social media has seeped into every aspect of our lives, food and beverage brands are now choosing to integrate Instagram cues into their venue design. With influencers such as Clerkenwell Boy  https://www.instagram.com/clerkenwellboyec1/?hl=en sharing dishes across the capital to 170k hungry followers, consumers are assessing their food choices on Instagram before even looking at a menu. So, with the platform becoming the best free marketing tool for operators, how do you create the perfect Instagram moment?

 

Soft Republic in Spitalfields Market is our latest project with Walls Ice Cream and is geared towards, and inspired by, social media. As a summer pop-up, it was essential for us to create an experience that people wanted to share. Matthew Meader, one of our lead designers on the project, describes the thought processes behind the brand:

 

It was a no brainer for us to consider Instagram when building the Soft Republic brand. Our product photography is inspired by the classic Instagram shot – stepping into the point of view of the consumer with an ice cream held in hand. But it wasn’t just the product that was considered here, there is a periphery around the food that can be used to communicate the brand.”

 

We designed an area within the pop-up to ignite the brand’s Instagram moment. Once handed their ice cream, customers are fittingly positioned within a space that contains a periphery of brand assets. From left to right, this includes a feature ‘Soft Republick’ wall, a Hall of Fame with accompanying hash tag and a specially commissioned, vibrant wall art.

 

So, what’s your brand’s Instagram moment?