The Instagram @shop Pop Up built a physical footprint for a digital experience, making something intangible, tangible and introducing new, budding brands to New Yorkers. The experience not only proved brand relevance, but incentivized new shoppers to purchase on the platform for the first time ever.

Instagram is the place for businesses big and small to connect with a vibrant community of shoppers—but it’s only ever lived online. On the surface, our task was to create Instagram’s first ever IRL @shop pop-up that featured a curated selection of goods from minority owned small businesses. On a deeper level, it was to celebrate the profiling of over 1,000 small businesses since launch and show that Instagram is much more than a photo or an ad platform with a “IG Made Me Buy It” mentality.

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