What is Ins Wind Coffee Shop? How to open an Ins style online celebrity coffee shop?

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In recent years, with the rapid development and upgrading of China's coffee consumption market, a large number of cafes have sprung up in both first-tier cities and third-and fourth-tier small counties. According to figures released by CCTV Finance, the number of cafes in China exceeded 140000 by the end of 2018. If ordinary independent cafes want to stand out among many peers, it is often not easy to spread quickly and attract the attention of consumers. Fortunately, with the progress of technology and media, the social properties of cafes can rely on a variety of visual social media Wechat, Little Red Book, Douyin …... Such as wide spread, a newly opened cafe needs to become popular quickly, may not rely on the quality and characteristics of the product, but in line with the needs of the trend, eye-catching enough to spread the decoration style.

This is what we often call "online celebrity coffee shop".

Of course, online celebrity coffee shops are also divided into many styles, Japanese style, cold wind, industrial style, retro style. But there is only one style that is most popular in China-Ins style.

Not all online celebrity coffee shops are Ins style coffee shops.

Let's take a look at what is Ins style and what is Ins style Coffee Shop.

"Ins style" is a word that has suddenly become popular in the last year or two, and there is another synonym outside the wall: IG style. Ins and IG are both abbreviations of instagram. Instagram is a very famous photo filter processing, beautification and sharing software abroad. Share with each other the pictures you capture at any time in a fast, wonderful and interesting way. Interestingly, in fact, most of the Chinese who shouted "Ins style" have never used the real instagram.

Ins style, which frequently appears on Taobao, Dianping, Xiao Hongshu and Wechat official accounts, is used to describe that the interior decoration style is very similar to the pictures of online celebrities on the social networking platform Instagram. To some extent, it is even equated with the "Internet celebrities" of the same era.

The use of a uniform color scheme over a large area is the basis of "Ins" style design-because it is often an easy way to make a picture eye-catching. But looking into the details, there is no solid decoration style. It contains both Scandinavian and Japanese minimalist furniture, as well as American industrial-era metals, sometimes embellished with brightly colored tropical styles.

After Instagram's beautiful pictures were introduced into China with limited precision, they were gradually condensed into a concept of local Chinese characteristics that real Instagram users may not be aware of: Ins style.

What is Ins style Coffee Shop?

In fact, foreign online celebrity cafes are more or less the same: large floor-to-ceiling windows, Edison retro light bulbs, log furniture, exposed steel and concrete and wall-climbing vegetation, whether in New York, Los Angeles, Berlin or Tokyo. You can probably find cafes of this style. Because there is really no word "Ins style" abroad, they are generally called "Brooklyn style". This style originally came from Brooklyn during the financial crisis, but its popularity was fuelled by social media.

Since Starbucks promoted the "third space attribute" with the global expansion of the coffee chain, the concept of "coffee can become a more elegant commodity" has become popular, and cafes have become an offline social platform. We can eat and drink in the cafe, chat and fart, including taking pictures and posting moments.

While Instagram has created a shoot-and-go online culture, a number of classic and interesting special effects styles make otherwise mediocre photos look more interesting, even without ps, these special effects are enough to make people create "amazing" works. Compared with the traditional rectangle, the picture of Instagram square can carry less content, forcing people to choose a simple, central composition to create a picture that gives people a glimpse of get to the story.

As a result, this concept of minimalist luxury created by Instagram makes "Brooklyn style" more popular: a warm and comfortable atmosphere, clean and simple backgrounds, a small number of but themed objects, and the "minimalist luxury" created by this lens gives Brooklyn style coffee shops a greater advantage in social media communication and makes it easier for them to become popular. No wonder online celebrity coffee shops all over the world look alike.

In other words, "Brooklyn style" coffee shop is probably the real "Ins style" coffee shop.

Ins Coffee Shop with Chinese characteristics

In the far east, a country without Instagram, I do not know when also began to crazy popular "ins style". But the domestic "Ins style" has some local characteristics after all. It may be that those beautiful pictures are limited and one-sided after they are introduced into China, probably because they can not use the real Instagram,Instagram. Finally, the hidden girl heart that all women have defeated the "hard core"Brooklyn style". Ins with Chinese characteristics chose the color of the most young girl-pink.

@ when will the cheap trend of domestic ins style die in Tiaohai compound? In this popular style article, it is analyzed that the Ins style with Chinese characteristics has "one basic core and four decisive elements". The core of this ins style is pink. The four determinants are flamingos, neon lights, plastic green plants and wave pools. With these things, you can get the prototype of a so-called online celebrity store, the superficial sense of the "classic Ins online red store."

If you have searched or explored the online celebrity coffee shops in China, it is not difficult to find that those "Ins style coffee shops" always bring these elements: international popular visual elements, such as flamingos, marble plates, brass cutlery, exquisite color matching, with elegant logs, macarons, black and white gray and green plants. The beautiful plate that makes the phone camera pregnant, you place an order for at least half an hour after placing an order for an espresso that Italians usually drink up in one or two sips.

Pink flamingo feathers, arrogant posture on the pink wave, swept a large area of the heart of a young girl. Flamingos and tropical plants with broad leaves as the theme of hanging pictures, let the girl's heart to return to the fairy tale world, happiness skr! Then put on the vibrant broad-leaved plants, or in the Nordic small brown bottle or transparent glass bottle, insert a few dried flowers, low-key and textured, instantly full of online celebrities.

Isn't that enough? Then I'll give you ins picture frames, grids and light strings, metal frames that are cold in performance but can't hold anything, all kinds of green plant derivatives, inflatable doughnuts or love swimming rings matching Bobo pool.

"the reason why Ins style is so popular in China is actually a kind of" fantasy "sold by merchants. Fantasize about having a filter-like life, or at least what it looks like, like those foreign Internet celebrities on Instagram. " "when will the cheap trend of domestic ins die? It commented on the reasons for the popularity of "Ins style".

Spending and taking pictures in these Ins style online celebrity coffee shops suddenly creates the illusion of world unity: at this moment, there is no difference between a small shop with a narrow pedestrian street and a trendy shop thousands of miles away in Los Angeles. Everyone consumes the same drink, wears the same shoe bag, and sends out instagram-style square photos with the same label, and there is a like from Paris. Whether the coffee is good or not is not the most important thing, it is the ability to be photogenic.

Internet celebrities will be out of date, only coffee will not.

Those international popular elements, simple micro-life scenes, and the exquisite and ceremonial sense of trying to imitate high-definition blockbusters have been condensed into "ins style" with Chinese characteristics, and quickly become the design template for most of the new generation of stores, producing online celebrity coffee shops as you can see.

This is the Ins style coffee shop with Chinese characteristics, which is the most specific "online celebrity shop" in public perception. As the social attribute masks the product quality, "ins style" and "online celebrity shop" have almost become synonyms for "empty appearance, but no connotation". The popular aesthetics of Ins style coffee shop is not only traceable, but also cheap, which makes people feel visual pollution and aesthetic fatigue.

The design of Ins Wind Coffee Shop relies on pure sensory stimulation, which is understandable as a commercial means for merchants to attract customers, but it is nothing more than a disaster for consumers' coffee culture. Perhaps, the pursuit of beauty is human nature, online PO pictures, share the trend of life, will be the general direction of life in the future. But in the end, there is only the beauty of the environment, and the "Ins style" online celebrity coffee shop, which claims to be the most beautiful selfie, is only a bubble triggered by the trend. Only the coffee shop that popularizes the coffee culture and returns to the essence can change the direction of the trend.

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