The Color Factory wants to lead the pop-up market and take over the Instagrammable experience economy. The interactive exhibit is planning a Houston pop-up, after a sold-out 2017 debut in San Francisco, and a New York City location. Competition in the photo-op-experience industry is only increasing, with 29Rooms, Meow Wolf, and Museum of Ice Cream all expanding. While Color Factory resists the idea of people visiting solely for social media, 2,310,000 photos have been taken at the NYC location since its opening—and the company has even built cameras into most rooms, with photos emailed after visits. (The Verge)
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