idle gaze 065: in search of ungrammable spaces

In the early 2010s, a new phenomenon emerged called an “Instagram wall”. In part, it was an outgrowth of the street-art movement of the 00s, a gentrification of graffiti that saw clean, officially sanctioned murals take over city walls, particularly in neighbourhoods where decrepit warehouses were plentiful. Street art became an attraction in and o... See more

You already know what the language of authenticity sounds like: “artisanship,” “craft,” “small-batch,” “single-lot,” and so on. Visually, authenticity signals are best demonstrated by New York City’s successful local chain The Meatball Shop, where antique meat grinders hang inside a faux-aged facade painted with mock-aged 1900s hand-lettered type.

The homogeneity contrasted with the general hipster philosophy of the 2010s, namely, that by consuming certain products and cultural artifacts you could proclaim your own uniqueness from the mainstream crowd—in this case a particular coffee shop rather than an obscure band or clothing brand. “The irony of it all is that these spaces are supposed to

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Over the past decade, Instagram became “the lens in which we view the global specialty café world,” Trevor Walsh, the marketing manager of Pilot Coffee Roasters, a chain of minimalist cafés in Toronto, told me. “We want to have design choices that play into nice photos, an environment that would be a shareable moment.” Posting photos to Pilot’s Ins

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