Step Into Our Selfie Booth and Help Us Build Our Brand
First there were selfies. Then there were selfie sticks. Now comes a new phase: selfie booths, which some stores and other businesses are adding as a sort of next-generation photo kiosk.
In the age of ubiquitous social media, these booths and rooms seem to be the latest way to engage customers and build a brand.
At several branches of the optical company Warby Parker, myopics unsure if those tortoiseshell frames are really “them” can jump into the on-site selfie booth, snap off some images and email them to friends and family for a second (and third, fourth and fifth) opinion.
At Paintbox, a nail studio in New York City, clients can get a manicure, then insert their hands into a photo box where their latest coat of metallic teal will be immortalized.
And at Doomie’s, a vegan restaurant in Toronto, there is a dedicated selfie room where patrons stand in front of a mirror, snap a photo and post it to social media, often with a caption like “just emerged from my food coma.”
“When we were planning the restaurant, we wanted clever ways to promote it and differentiate it, and the younger demographic always wants something Instagram-able,” said one of Doomie’s owners, Hellenic Vincent De Paul.
The restaurant had an unused basement room, so De Paul painted the floor white and had the walls papered in cartoons by an artist known as Vegan Sidekick. Now, at least half the restaurant’s first-timers under the age of 35 visit the selfie room, De Paul said. On evenings when there is a wait for a table, patrons sometimes while away the time posing and posting.
“The room definitely helps our business,” De Paul said. “When we launched, we were covered by CBC and other news outlets just for the selfie room, and it’s a talking point on social media.
While places like Doomie’s in Toronto are setting aside designated areas for people to take pictures with their own phones, other businesses are installing booths designed to take superior selfies. Devotees know that pictures taken in specially lit booths come out far better than a cellphone snapshot.
文／Joanne Kaufman 譯／陳韋廷譯