Paul Smith: Wall Of Pride

Legendary fashion designer Paul Smith transformed the walls of his stores into a rainbow overnight making it a perfect photo booth backdrop for many.

While people were on their exotic vacations and posting pictures online, Paul Smith posed a great distraction. In collaboration with Instagram, the pink wall of its Los Angeles store was turned into a rainbow coloured one, to celebrate the LGBTQ Pride Month and the Los Angeles. The city’s most Instagrammed building was an ideal billboard to promote a message of kindness and compassion towards every human being.

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The rainbow was unveiled on end May with Los Angeles Mayor Eric Garcetti and Instagram COO Marne Levine, and the members of Los Angeles LGBTQ community, and the campaign lasted till June 15. “Many people are familiar with the shop’s bright pink coloured walls,” said Paul, “so it came as a surprise to a lot of visitors, as it was pulled off in a short period of time to celebrate the LA Pride. I think it looks really outstanding.”

In addition to the rainbow makeover, each wall features the hashtag #kindcomments, encouraging visitors to share positive messages with friends and strangers. The soul idea of the campaign was to tell everybody that Instagram is not only a platform for selfexpression, but also helps bring people and communities closer.

The most Instagrammed rainbow wall at Paul Smith store in Los Angeles was one of the five that were installed in cities around the world. The others include Nashville and Cleveland in North America along with London and Madrid in Europe.

From the July 2017 issue of L’Officiel India.