To kick-off the summer season and celebrate their community of creators, Instagram hosted 400+ up-and-coming Instagram stars at their 3rd annual Instabeach. Gladstone’s Malibu was transformed into a retro Miami Beach venue, providing a fresh, art deco backdrop to frame and inspire Instagram creator engagement.
With a return to the same venue, we wanted to make Instabeach feel fresh, with an upleveled, chic aesthetic, while still resonating with the target teen and young adult audience. The cool, retro Miami vibe provided that boutique-level finish, while staying fun and youthful through bold colors and playful accents—like the pat of pink flamingos in the planter box. The color palette was created specifically for the event, with Pantone’s 2019 color of the year, Living Coral, taking center stage. And, a custom art deco pattern subtly permeated the design of event, from the shape of the entry moment and scenic elements, to the graphics on the walls and the directional signage, tying it all together with a polished, cohesive look.
- Campaign Management
- Creative Direction
- Social Media
Activities gave guests an opportunity to express their creativity, with action-oriented surprise and delight around every turn. The custom tote screen printing station featured four customization options that all mimicked stickers that can be found in the Instagram app, including Lit, Yaas, Savage and Bye. At the Dad Hat station attendees used a digital kiosk to create, and have applied onsite, a custom patch, with most creating their IG handle.
And, The scenic, 3D photo moment, was designed to feel like a vintage Miami postcard with its “Greetings From #Instabeach” headline, life-sized speedboat and palm tree cutouts and out-of-frame fans to put a little breeze through the attendees’ hair. Food and beverage added to experience with a custom cotton candy station featuring a variety of glittery and Pop Rocks topping options and Instagram branded doughnuts and coconuts with brightly colored party straws. In addition to the organized activities, guests spent time relaxing on the beach, enjoying DJ Lela B, networking with other up-and-coming Instagram stars and shooting photos and stories to share with their followers.
Instagram isn’t just a place to connect with friends, share memes, and post life highlights—it’s where more and more young stars go to make a name for themselves.
A goal for many event planners is to make their gatherings Instagrammable, whether it’s through design, catering, interactive stations, or gifts for guests. But how does Instagram ensure that its own events are shared on Instagram?
The goal, according to Justin Antony, Instagram’s head of creators and emerging talent partnerships, is to help influencers meet one another, mingle, and form friendships.
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