Custom museums made for Instagrammers

The number of Instagrammers is growing every year. In June of this year the active monthly users exceeded 1,000 million, which placed Instagram at number 5 in the list of top social networking platforms, surpassing its main competitors, Pinterest and Snapchat. Currently 32% of Internet users who use Instagram upload more than 100 million photos and videos every day.

Who are Instagrammers?

El 62% de los usuarios de Instagram tienen entre 18 y 34 años, que son la generación de los denominados millennials. Su procedencia es muy variada, la gran mayoría son de Estados Unidos, India, Brasil, Indonesia, Turquía y Rusia.

62% of Instagram users are between 18 and 34 years old, which is the generation of so-called millennials. Their backgrounds are highly varied, with the vast majority from the United States, India, Brazil, Indonesia, Turkey and Russia.




According to Kevin Systrom, co-founder of Instagram, Instagrammers are “people who connect through their passions”. Instagrammers are lovers of fun and informal photography. Through stories, captured in an instant and by taking spontaneous photos of the world around them, they seek to transmit the humanity and simplicity of things. The list of their favorite topics is very long and, interestingly, among their most frequent interests we can mention food (pizza is the most photographed dish, followed by sushi), drinks (coffee photos undoubtedly take center stage), pets, fashion, urban architecture, sky, feet, hands and many more things. Its main objective is to find special moments, live them and share their experiences with others.

Pop up experiences, emerging experiences

It is evident that a generation so present and influential cannot be put aside by the cultural sector, and therefore there are already exist museums often called “pop up experiences” (TEA / AECOM, 2017) that have already opted for Instagrammers. In the United States, there are several examples that include “Instagrammable” moments such as the Ice Cream Museum, the Color Factory or the 29Rooms.

The Ice Cream Museum is one of the best examples, with venues already located in three North American cities, Manhattan, Los Angeles and San Francisco. In these museums there are no resources, not even objects. Everything has been made to the needs and Instagrammer’s pleasure in order to stimulate their curiosity and to make them look great in their photos. For this purpose, the museum walls are painted in pink, in reference to the strawberry flavour. Others contain various interactive artistic facilities, such as a pool full of sprinkles, swings made in the form of a cherry or giant sculptures of ice cream.

The Instagrammers queue to enter these museums to live an exciting experience, to take creative photos and post them on Instagram. For them, visiting an exhibition space represents a creative act. From their body, and from the facilities of the space, they build their creative artworks

source: ice cream instagram account

The growing popularity of pop up experiences has caused a great debate in the museum community, which questions the status and role of the museum, Nevertheless, the most important aspect is to analyze this phenomenon from a broader perspective and conclude that it represents  a new kind of artistic manifestation of millennials within the context of cultural tourism 3.0 (Richards, 2018), a new model of culture consumption based on creativity and co-production. This wide view shows us that a large part of its success is due to the warm welcome given to millennials and sharing their values.

Finally, it would be good to remember another phenomenon of success that was the mobile application AR Pokémon Go, which revolutionized technology and the tourism sector two years ago. Thanks to this application, new models of gamified tourist apps were born (Russian app “Historical characters Go” and Catalan application “Legendes en Família”). Therefore, surely in the near future, we will witness how the ice cream museums will be reborn in new formats and their expressions will enrich the tourist and cultural world with new inspiring proposals.


Richards, G. (2018). Cultural tourists: Profiles, Motivations and Activities. The Third Cultural Heritage Seminar, Tourism and Cultural Heritage: Confluences. Barcelona.

This article is a summary of the presentation presented in the round table “Strategies and resources for the interpretation of cultural heritage” during the III Conference on Tourism Culture “Tourism and Cultural Heritage: Confluences”, on November 8, 2018, in La Pedrera, Barcelona.