Monday, October 1, 2018

"A Penthouse Made for Instagram"

NYT:

The 2,400-square-foot space — which rents for $15,000 a month — was designed as a backdrop for Instagram stars, who have booked it through October.

It was opened in August by Village Marketing, an agency that connects advertisers like the eyewear company Warby Parker and the Equinox fitness company to the social media personalities known as influencers. The ones who work with Village Marketing — mostly stylish young women who are paid to promote products on Instagram — have amassed huge followings with images that capture an idealized version of daily life.

Vickie Segar, the 35-year-old founder of Village Marketing, came up with the idea for an apartment tailored to social media after noticing that many influencers — especially those living in New York, with its cramped, dim living spaces — were having a hard time getting the shots they needed. Some were even booking hotel rooms or making covert visits to furniture stores to get their work done.

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Social media users like Ms. Hewitt like the apartment because it allows for images that have style, without the off-putting slickness of traditional advertising.

The women who work with Village Marketing are drawn to the apartment’s “pink design moments and our iconic pink couch,” Ms. Segar said. The specific shade, she noted, is “millennial pink,”