Story and Photos by Sofia Alva
A new category of museums is emerging: the Instagram museum. Pop-ups like the Museum of Ice Cream and the Happy Place host thousands of visitors every month who are eager to share their experience on social media. From a pool of brightly hued sprinkles or an entire room dedicated to the color yellow, these “made-for-instagram” exhibits are riddled with art created to enhance every social media account.
Second Home Serpentine Pavilion made its debut on June 28 in the historic Hancock Park next to the La Brea Tar Pits. Created by the architectural team SelgasCano, the 886-square-foot pavilion boasts truly “Instagram worthy” colorful corridors and iridescent tunnels constructed from plastic. Originally installed at the Serpentine Gallery in London’s Hyde Park, the pavilion hopes to attract many visitors throughout its installment period in Los Angeles.
On my way to the Serpentine Pavilion with my friends, I explored the scenic park home to the exhibit, whose lush greenery proved to be a breath of fresh air amidst the urban sprawl. As I approached the colorful pavilion, I admired its eye-catching contrast from the earth tones of grass and trees in the park. Upon entering the pavilion, my friends and I were met with a mass array of vibrant colors being reflected across the floor. Everywhere we looked there were different beams of light bouncing around the sun-filled interior — it was as if we were inside a giant disco ball.
The focus on social media within the Serpentine Pavilion makes exhibits like this one different from traditional museums. Instead of having the visitors focus on the art, the art serves to focus attention onto the visitors and what they post on social media. To add to the “social media friendliness” of this pop-up exhibit, there were various hanging signs placed around the pavilion, with information about their social media accounts and hashtags we could use when posting our photos.
Serpentine Pavilion is worth a visit, not just for the photos, but for the experience it provides. During my visit, the bright colors of the installation instantly put a smile on my face. Despite being an Instagram magnet, the serene, calming environment of the exhibit lacks the photo-shooting fever of a typical Instagram pop-up museum. Everyone inside the pavilion seemed to take time and explore all areas of the exhibit, rather than just snap a few pictures and leave. Conveniently located near the Los Angeles County Museum of Art, the Melrose Shopping district and the Grove, the pavilion would be a fun addition to a day in Hollywood.
Admission to the Second Home Pavilion is free. It is open daily from 11 a.m. to 7 p.m., and until 9 p.m. on Fridays now through Nov. 24. Walk-in visitors are welcome, but it is recommended that you reserve a time slot for entry at pavilion.secondhome.io.
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