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

Updated 10 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 10 p.m. ET: 32,471,119 — Total deaths: 987,593 — Total recoveries: 22,374,557Map.
  2. U.S.: Total confirmed cases as of 10 p.m. ET: 7,032,524 — Total deaths: 203,657 — Total recoveries: 2,727,335 — Total tests: 99,483,712Map.
  3. States: "We’re not closing anything going forward": Florida fully lifts COVID restaurant restrictions — Virginia Gov. Ralph Northam tests positive for coronavirus.
  4. Health: Young people accounted for 20% of cases this summer.
  5. Business: Coronavirus has made airports happier places The expiration of Pandemic Unemployment Assistance looms.
  6. Education: Where bringing students back to school is most risky.
Mike Allen, author of AM
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