Instagram moments adding new layer to apartment marketing

In real estate sales, as in life, there are things one chooses to do, things one must do and things one does “for the ‘gram.”

The idea of “doing it for the ‘gram,” which is any action done with the expressed goal of getting optimal likes on a photo or video shared on Instagram, is an ethos adopted by many celebrities and millennials, as well as actual children. It has also influenced the way real estate projects are designed and decorated.

From outdoor murals to paint-splattered elevator shafts, ornate lobbies and façades made of intricate lighting displays, many developers — both residential and commercial — have gone to great lengths to incorporate artistic elements into their projects. These installations bring identity to new buildings and create a sense of place.

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