Over the course of the holidays, it's likely that you'll have stumbled across an Instagram post of someone standing in a novelty bathroom. Because it appears that the humble loo is now a place to create some of the most stylish Instagram content this side of HUJI Cam. Who'd have thought!
From hotels and restaurants, to gyms and coffee shops, businesses are cottoning on to the fact that photogenic surroundings are almost as important as the services they provide. A pretty bathroom can earn a location quite the reputation, especially if it includes pristine towels and luxurious beauty products to boot.
There are numerous lists online of the most Instagrammable bathrooms including those in LA, New York and London. Top of the latter's list is renowned Mayfair nightclub, Annabel's, that recently hired Charlotte Tilbury as a consultant to ensure its bathroom design was attractive enough to serve as a selfie background.
The elevation of the bathroom has extended to the home as well. A recent report from US renovation company, HomeAdvisor, shows that more people are choosing to makeover their bathroom before their kitchen, which was the top priority up until now. Millennials are also twice as likely as older generations to remodel bathrooms, HomeAdvisor discovered.
The bathroom also lends itself to the sharing of a personal aesthetic across Instagram. For example the #Shelfie and its variant forms (#SkincareRoutine and #SkincareDiary), is evidence of the tendency to want to build a personal narrative via beauty brands and the way they are presented as well as used.
Could it be that bathrooms and all they offer, will be the Disneyland of 2019? We'll see...
