Instagram, my love

Tell me what you post on Instagram and I'll tell you who you are. From gastronomy to hotels, fashion to design: the social media network has rewritten the rules. Placing images at the heart of every strategy. In 2018, the prize for the most instagrammable hotel of the world was thus born! Millennials prefer to use Booking.com to find instagrammable accommodation and have already seen a photo of what they want to eat before they enter restaurants. As a nod towards this generation, the brand team behind Big Mamma have added a pizza called "Regina Instagram" to their menu.

Interior design and architecture have not escaped the wave of Insta: "Now we have to consider how photogenic spaces are", comments Jean-Sébastien Blanc, Co-Founder of studio 5.5. Architects use their Instagram accounts to showcase their work. It's almost the new business card. "For a space designed in 3D to look beautiful in 2D, the designer has to take risks and dare to choose textures and colours that attract the eye" continues Jean-Sébastien Blanc. How is a strong image created? By starting with the floor. Grey vinyl tiles that grip the wall; yellow linoleum that imitates the reflection of the sun on a window; geometric patterns that add a touch of psychedelia to a room: Tarkett floor coverings take centre stage in the Play book photos. As many different scenes that could be shared... on Instagram as a source of Inspiration.