If you live in San Francisco, your Instagram has undoubtedly lit up in Technicolor in recent days. The city is going wild for a new pop-up museum, The Colour Factory.
The candy-coated exhibit includes 15 interactive “experiences” — each centered on a different colour — spread across two stories and 12,000 square feet. It runs through September, but good luck getting tickets. The Colour Factory has sold out for the month of August, and scalpers on Craigslist are selling tickets, originally priced at $US32, for as much as $US175 a pop.
We stepped into The Colour Factory to see what the buzz is about.
Jordan Ferney, creator of lifestyle blog Oh Happy Day and the brains behind The Colour Factory, told Business Insider that everything from the lighting temperature to the high-end cameras placed strategically across the exhibition, was conceived with Instagrammers in mind.
It comes on the heels of the Museum of Ice Cream, a pop-up exhibition that started in New York and spread to the West Coast over the summer. It sparked its own social-media mania.
First, we registered with The Colour Factory and received our polka-dotted ID cards. We could use the cards to active the cameras scattered throughout.
This room was a delight for the eyes and the nose. A 'scratch-and-sniff' wall contained scents like 'the perfect Christmas tree,' my grandmother's perfume,' and bubble tape.
We learned it was pretty difficult to take a bad selfie here. A perfect storm of bright lighting, cool backdrops, and kitsch made no filter necessary in our eventual Instagram posts.
Some of the installations have deeper meaning behind them. Bay Area artist Tosha Stimage uses the colour orange as an analogy for black identity in her works. She collected goldfish, cheese puffs, and other orange objects for an installation at The Colour Factory.
Ferney, the creator, had her heart set on getting holographic flooring for the disco room. The only supplier she could find was a gentleman's club located on the Las Vegas Strip.
The green room took the adult-colouring phenomenon to new lengths. Ferney said they have to paint the room white and fill in a stencil for a fresh canvas every few days.
Swedish artist Jacob Dahlgren created a (very popular) installation made of up 10,000 multi-coloured ribbons hanging from the ceiling in a grid.
My personal favourite was the confetti room, where bits of paper fell from the ceiling and piled on the floor. We staged confetti-fights, made snow angels, and 'made it rain.'
It seemed that literally everywhere, people were taking photos. But that's part of the goal. At The Colour Factory, you can take selfies without fear of judgment from onlookers.
British artist Tom Stayte embraced the selfie in his installation. A printer at the room's center spit out real posts from Instagram tagged with the word '#selfie.'
Ferney told us it was filled with 'a bajillion' balls. After digging further, we learned there are approximately 207,000 balls inside. It made the one at Chuck E. Cheese's look sad.
We worked up a sweat swimming in the ball pit. Fortunately, these impossibly cute soft-serve ice cream cones (available in banana, vanilla, and twist) were being served.
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