Instagram kicks off Pride Month with first rainbow wall in L.A.
Beyond the app
June marks the arrival of Pride Month. To celebrate, Instagram is going beyond the app and commemorating the occasion with Pride Walls, where artists will deck out city walls with homages to the LGBTQ community - starting with the Paul Smith pink wall in Los Angeles. Arguably one of the most Instagrammed spots in the city, the store's west-facing façade is now covered in multi-coloured stripes to resemble the rainbow flag (the international LGBTQ symbol).
The stunning rainbow façade will be up from 1 to 15 June in conjunction with L.A. Pride, before returning to its iconic pink hue. The wall also features the hashtag #KindComments, which is meant to encourage "kindness and compassion", says Instagram COO Marne Levine. Next in line to receive the rainbow makeover are walls in London, Madrid, Nashville and Cleveland. Do look out for them if you're heading to any of the cities soon, and hashtag #KindComments to spread positivity and stand in solidarity with the LGBTQ Instagram community.