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Today, physical retail has evolved: it is no longer just a sales channel, but a powerful communication medium. Each shop becomes a living content platform, where the product is just the beginning. Customers are no longer just looking to buy; they expect to live an experience, to be moved… and to share it with the world.
Instagram – and increasingly TikTok – have made visuals a key driver of virality. However, designing with networks in mind doesn’t mean falling into the superficial. On the contrary: it’s about creating spaces that express the authentic voice of your brand and connect emotionally with people.
How to achieve this? Here we tell you, with real examples that inspire.
An Instagrammable design is not a forced postcard: it’s an environment that invites exploration, arouses curiosity and provokes that almost automatic urge to pull out your phone and share it.
An inspiring example: Jacquemus at Selfridges, London
The French designer transformed a pop-up shop into a monochrome box of pastel blue, where a giant version of his iconic “Bambino” bag dominated the space. Every detail – from the floor to the walls – reinforced the brand’s identity and created the perfect backdrop for a memorable photo.
Why does it work?
When an experience is intense, surprising or fun, the client doesn’t just want to remember it: they need to document it. The photo is no longer just a souvenir, it is a form of personal expression. And the more authentic and emotional the experience, the stronger the desire to share it.
Glossier – Flagship in New York
In the flagship shop, Glossier goes beyond the product: it designs every corner to be naturally photographable, without appearing forced. Sample sinks, magic mirror-style booths, typographic phrases and perfectly lit nooks and crannies create an environment designed for self-exploration and self-expression.
Why does it work?
Each area becomes a unique scene: it triggers emotions, surprises and generates content from different angles. The key is for the story to flow naturally, but for each stop to have its own visual and narrative identity.
Lancôme – Beauty Tech House (Madrid, April 2025)
In the heart of Chueca, Plaza Pedro Zerolo was transformed into a futuristic beauty laboratory. Lancôme’s Beauty Tech House offered a multi-sensory experience organised into several themed rooms:
Each room was designed to make a visual impact and encourage interaction, turning the journey into a living story to be enjoyed and shared on social media.
Why does it work?
It’s not about building a beautiful set, but about creating a space with a soul. When the design is perceived as fake, scenographic or intended only for Instagram, the visitor notices… and disconnects.
Gentle Monster – London
The Korean eyewear brand transforms each of its shops into a real art installation. Robotic sculptures, living structures and cinematic sets coexist without detracting from the product. The space does not overshadow the shopping experience: it elevates it and makes it memorable.
Why does it work?
Aesthetic coherence aligned with brand values
Use of noble materials and unexpected visual contrasts
Inclusion of artistic or conceptual elements that surprise
Avoid excess of obvious or superficial decorations.
The real goal of an Instagrammable design is not to accumulate “likes”, but to amplify the brand message, generate traffic, conversation and leave an imprint in the consumer’s memory.
Key metrics go far beyond appearances: they include everything from the number of mentions and organic coverage in networks and media, to time spent in store, repeat visits or increased traffic to e-commerce.
Louis Vuitton x Yayoi Kusama – Global Pop-ups
Through monumental sculptures, intervened facades and high-impact artistic collaborations, Louis Vuitton managed to simultaneously take over the streets, the feeds and the headlines.
The result: thousands of mentions, viral photos and a remarkable increase in both physical and digital visits.
Evaluated results holistically, beyond immediate footfall
Designing for Instagram is not designing for a perfect photo: it is designing for the shared memory.
The retail space is transformed into a living medium that communicates, excites and transcends its own walls through each image the user chooses to capture.
At INSTORE, we create physical experiences that connect… and are shared with genuine desire.
Because a space designed with intention is not just noticed: it stays. In the memory. And in the feed.
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