Instagram and Pinterest New Thermometers in Interior Decoration?


In social networks, it is common to find content from influencers decorating their house in a video of a few seconds at an accelerated speed and with basic accessories for less than a dollar or recycled. The result is spectacular. The spaces that intervene can range from the garden to the most sophisticated kitchen that we can imagine. The decorative interventions they make in the spaces range from minimal objects that manage to harmonize with the most monumental column in the room, to total remodeling of the place.


From interior design on paper and fairs to the instantaneity of images

A few years ago, it was common to know –and try to imitate– fashion trends in interior decoration through design magazines, fairs, or TV ads. Nowadays, fewer and fewer people watch TV or buy a design magazine of interest to imitate the design of a space. Platforms like Instagram or Pinterest are a cocktail of images at the service of self-construction and self-decoration. Have social networks changed our way of decorating space? Do they impose fashion in interior decoration?


Looking at the stories of the Kardashians preparing a juice is more than the propaganda of household appliances at the service of influencers, it is turning our eyes to the decoration and the space where the alchemy of food happens. You open the social network, look at the first story of the day from your favorite influencer and an image appears with a motivational phrase to “start the day off right”. In the background, a cup of steaming coffee and an idyllic space that seduces even the strictest gaze. Behind every framed image for Instagram, there is a spatial construction that is inserted in the minds of followers when they look at the social network. It is not only seeing and sharing the moment; it is to desire the place, to look, to feel. One of the secondary effects of social networks is the comparison of lives, moments, and spaces, which are a consequence of the over-stimulation of information and the ease of looking through a window at the private lives of people – near or far–.


Imitate to inhabit

To yearn to be in the place, to yearn to occupy the site. Imitate. Wanting to live the moment after having seen it behind the screen. The first form of approach is a simulation, which is why some department stores or brands create alliances with influencers to produce and bring what they want: the detail of the house, living the afterlife from the adaptation of the environment to feel like being there, to feel like the other.


Other influencers do it non-profit and from a complementary position with the environment, hand in hand with recycling they create furniture, accessories, and why not? living place. The important thing is that thanks to the number of followers and alliances, the style and creation in interior design have been shaped according to the reproduction of what the followers perceive behind the screen. The question is not whether this is right or wrong, but to assess how the fact that the environment has changed the way we perceive space and decorate the space around our lives. Do we decorate for ourselves or to imitate the life of the other?

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