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Away's store in NYC. Photo via Away on Twitter.

The big upside to brick-and-mortar shopping has always been instant gratification — you buy and take your stuff home immediately. But now retail startups are hard at work developing another perk: "Instagramification."

The big picture: New retailers are making sure millennials and Gen Zers have a reason to come into their stores — with state-of-the-art interior design as a backdrop to artsy Instagram posts.

New features showing up in hip stores around New York City and Los Angeles include brightly painted walls with catchy slogans and photoshoot-ready nooks decorated with props. A not-incidental added plus: Social posts are free advertising.

What we're seeing: The trend is common among companies that were digital first and got into brick-and-mortar second. They sit in stark contrast to the flickering fluorescents and tired beige stucco of old-school retailers.

  • Away, a luggage startup founded in 2015, now has five stores and several celebrity partnerships. It sees its stores as “profitable billboards," co-founder Jen Rubio said at Recode's Code Commerce conference in New York this week. Rubio said Away judges the success of its stores by how many Instagram posts they inspire.
  • Warby Parker, which also started online, collaborates with artists to outfit its stores with custom murals. Its sunglasses are organized by color. Both are perfect Insta backgrounds.
  • Melody Ehsani, a jewelry maker, does something similar in her stores, with neon signs and painted angel wings on walls that you can step into for a picture-perfect moment.

Go deeper: Your Entire City Is an Instagram Playground Now (CityLab)

Go deeper

Dems' immigration plan hits major roadblock

Senate Majority Leader Sen. Chuck Schumer. Photo: Alex Wong/Getty Images

The Senate parliamentarian ruled Sunday that Democrats cannot include pathways to citizenship in the $3.5 trillion budget reconciliation package, per a copy of the ruling obtained by Axios.

Why it matters: It's a blow to Democrats who hoped to provide pathways for millions of undocumented immigrants in the U.S. Using reconciliations would have allowed them to pass politically contentious immigration changes with only 50 votes, as opposed to the usual 60 required.

FBI says human remains found in Wyoming likely Gabby Petito

Gabby Petito. Photo: FBI

Human remains found in Teton County, Wyoming, are "consistent with the description of" missing 22-year-old Gabby Petito, said FBI Denver official Charles Jones at a news conference Sunday.

Details: The cause of death had yet to be determined, but Jones said: "Full forensic identification has not been completed to confirm 100% that we found Gabby, but her family has been notified of this discovery." Authorities said they're continuing the search for her fiancé, Brian Laundrie.

Pelosi calls raising the debt ceiling a bipartisan responsibility

Photo: Samuel Corum/Bloomberg via Getty Images

House Speaker Nancy Pelosi (D-Calif.) issued a "dear colleague" statement Sunday evening, calling on Congress to act in a bipartisan manner to raise the nation's debt ceiling.

Why it matters: Congress is fast approaching an October deadline to raise the nation's debt ceiling and avoid a government shutdown. But the issue has become a thorny partisan stand-off.