1. Interior designer Jessica Schuster
created a wall of hats at New York’s
Broken Coconut restaurant.
2. At the Sosta, a Manhattan fast-casual
joint from the founder of By Chloe, cup and
table designs are carefully coordinated.
3. A punny neon sign is a focal point at the
New York location of Sweets by Chloe.
4. Broken Coconut’s EAT PRETTY sign and
swing double as ready-made photo sets.
5. By Chloe’s food packaging was made
with pop-art iconography in mind.
6. The Sosta turns a standard cafeteria tray
into a backdrop for a colorful Italian feast.
FOR MAKING PEOPLE
As Instagram extends its meteoric
rise—in September, it reported 800 million active monthly users, up 33% in eight
months—the platform continues to mold
industries into its eye-catching image. Instagram has already become a dominant
marketing arm for visually driven companies in fields like fashion and tourism.
Now its influence is remaking the $800
billion U.S. restaurant business, as upstart
eateries convert every component of customer experience into a set piece worthy
of a geotagged photo. The Instagram-ready restaurant is now so important,
it has created its own cottage industry.
Firms such as Paperwhite Studio, which
works with vegan restaurant chain By
Chloe ( 86,000 followers), and Manufactur,
which teamed up with New York City’s
popular Cha Cha Matcha café ( 60,000 followers), have helped forge a millennial-friendly design language of punny neon
signs, pop-art iconography, baby pink
accents, and photo-ready coffee cups.
The results—By Chloe’s hanging swings,
or a wall of hats at the New York health-food joint Broken Coconut (care of Jessica
Schuster Design)—manage to be both
unique and irresistible to follower-hungry
visitors. “Our goal is to get people’s attention and retain it for a certain amount
of time. It’s to create focus points,” says
Laureen Moyal, Paperwhite’s founder and
creative director. “People respond to interesting, fun, engaging design—and then
they use Instagram to share it.”