It's an art exhibit but the only picture frames you'll see are right here, on smartphones.

It's an art exhibit but the only picture frames you'll see are right here, on smartphones.

This exhibit is part of a new generation of pop-up art experiences designed to look good in person and here on Instagram.

This exhibit is part of a new generation of pop-up art experiences designed to look good in person and here on Instagram.

There's the Museum of ice cream, the Museum of selfies, the Museum of feelings.

There's the Museum of ice cream, the Museum of selfies, the Museum of feelings.

Others have themes around colors, dreams, pizza, eggs, candy, and Rosé wine.

Others have themes around colors, dreams, pizza, eggs, candy, and Rosé wine.

Basic admission can run around $40, may often sell out months in advance.

Basic admission can run around $40, may often sell out months in advance.

These places might not feel like real museums and instead more like a trendy fad with ball pits, but right now they're shaping how we consume art.

These places might not feel like real museums and instead more like a trendy fad with ball pits, but right now they're shaping how we consume art.

In these pop-up museums the room and you are the centerpiece.

In these pop-up museums the room and you are the centerpiece.

So that's what makes it Instagramable, is that you are a... you are immersed in the actual art.

So that's what makes it Instagrammable, is that you are a... you are immersed in the actual art.

This format, interactive art pieces separated into themed rooms, is hot right now, but it isn't new.

This format, interactive art pieces separated into themed rooms, is hot right now, but it isn't new.

It comes from traditional

It comes from traditional museums.

museums. In the 1960s artists started

In the 1960s artists started using museum rooms to create immersive three-dimensional artwork designed specifically for a certain space.

using museum rooms to create immersive

It was called installation art.

three-dimensional artwork designed

Suddenly, art wasn't just confined to the walls of a museum, it was immersive and interactive.

specifically for a certain space. It was

Viewers were part of it.

called installation art.

You can see installation arts influence on today's pop-up museums pretty clearly.

Suddenly, art wasn't just confined to the walls of a museum; it was immersive and interactive.

Just look at the obliteration room, first developed by Yayoi Kusama for the Queensland Art Gallery.

Viewers were part of it.

It's a white room where visitors can place colored stickers wherever they want.

You can see installation art's influence on today's pop-up museums pretty clearly.

The Rosé mansion, an Instagram-friendly pop-up has its own version of that.

Just look at the obliteration room, first developed by Yayoi Kusama for the Queensland Art Gallery.

Or Infinity Room.

It's a white room where visitors can place colored stickers wherever they want.

A series of mirrored rooms that Kusama has been producing since 1965.

The Rosé mansion, an Instagram-friendly pop-up has its own version of that.

That has a pretty identical version at the Dream Machine pop-up museum.

Or infinity

Installation art invites the viewer to participate in creating a piece of art.

room, a series of mirrored rooms that

Or to physically see themselves in it.

Kusama has been producing since 1965

Often alongside brightly colored lighting and simple, elegant shapes.

that has a pretty identical version at

And that made for museum experiences that were inherently photographable.

the dream machine pop-up museum.

Pop-ups figured out that there was a business

Installation art invites the viewer to

To be made out of that photographability.

participate in creating a piece of art

Even if it wasn't attached to a well-known artist.

or to physically see themselves in it,

Now the explosive success of those pop-ups is making traditional museums rethink how they do things.

often alongside brightly colored

People who work at museums are very concerned.

lighting and simple, elegant shapes. And

It changes the nature of what artwork is most attractive to consumers.

that made for museum experiences that

And so in order to compete with the trendy, colorful exhibits that are popping up,

were inherently photographable.

you have to add some of those components to the more traditional exhibits.

Pop-ups figured out that there was a business to

That conversation often starts here, with museum photography policies.

be made out of that photographability.

Many museums have traditionally banned photography to protect copyright and light-sensitive paintings.

even if it wasn't attached to a

But now that museums are becoming more social media friendly, their policies are changing.

well-known artist.

Like the Renwick gallery, which started posting "photography encouraged" signs in 2015.

Now the explosive

It was our way of saying, boldly, it's okay.

success of those pop-ups is making

You can be who you are, mediate your experience in museum however feels right to you.

traditional museums rethink how they do

It's very rare that museums are no photos anymore.

things.

I mean that change has just been in the last five years.

People who work at museums are

And when museums host selfie-friendly shows, they become blockbusters.

very concerned. It changes the nature of

The exhibit Wonder helped break the Renwick Gallery's yearly attendance record in its first six weeks.

what artwork is most attractive to

2015's summer show "The Beach" at the National Building Museum brought in 30% of annual attendance in just two months.

consumers and so in order to compete

And when the Hirschorn held a three month show of Kusama's Infinity Mirrors.

with the trendy, colorful exhibits that

The museum increased its membership by a whopping 6,566%.

are popping up, you have to add some of

Instagramability drew in a crowd that might not have come to museums otherwise.

those components to the more traditional

Honestly, I'm here just to take pictures, you know.

exhibits.

I saw lots of pictures on...

That conversation often starts

Instagram and that prompted me and my...

here, with museum photography policies.

Friends to come here.

Many museums have traditionally banned

Ow!

photography to protect copyright and

But for museums who...

light-sensitive paintings, but now that

Still have rules about taking photos,

museums are becoming more social media

it's hard to keep visitors from snapping...

friendly, their policies are changing.

Pictures. Like this 2013 installation in...

Like the Renwick gallery, which started

The skylight of the Guggenheim Museum by James Turrell.

posting "photography encouraged"

The colors and simplicity made it...

signs in 2015.

Serious Instagram bait. Thousands of...

It was our way of saying, boldly, it's okay.

People posted photos of it, even though...

You can be who you are, mediate your experience in museum however feels right to you.

The artist asked that no photos be taken...

It's very rare that museums are no photos anymore.

Since they would detract from everyone's...

I mean that change has just been in the last five years.

Experience. That concern is real and...

And when museums host selfie-friendly shows, they become blockbusters.

Research is starting to prove it.

The exhibit Wonder helped break the Renwick Gallery's yearly attendance record in its first six weeks.

Just the act of photo taking itself and...

2015's summer show "The Beach," at the National Building Museum brought in 30% of annual attendance in just two months.

Choosing what to capture, changes the...

And when the Hirschorn held a three month show of Kusama's Infinity Mirrors,

Nature of your experience and that alone...

the museum increased its membership by a whopping 6,566%.

Is changing how people go through...

Instagramability drew in a crowd that might not have come to museums otherwise.

Museums.

Honestly I'm here just to take pictures, you know.

Research Barash conducted found...

I saw lots of pictures on

That when museum goers were instructed...

Instagram and that prompted me and my

To take photos for social media, they...

friends to come here.

Enjoyed the experience less.

Ow!

Having the intention to post or share photos in mind while you're taking the photos, can actually remove you from the experience.

But for museums who

Now both Instagram pop-ups and...

still have rules about taking photos,

Traditional museums are facing a tricky...

it's hard to keep visitors from snapping

Question: limit photography and...

pictures. Like this 2013 installation in

Potentially limit who shows up, or allow...

the skylight of the Guggenheim Museum by James Turrell.

It and possibly change the experience. At...

The colors and simplicity made it

Refinery29's pop-up experience, that...

serious Instagram bait. Thousands of

Means having some rooms where phones are...

people posted photos of it, even though

Supposed to be put away.

the artist asked that no photos be taken

I think it's time you put those...

since they would detract from everyone's

Cellphones to bed, what do you say? How...

experience. That concern is real and

About we Insta-connect with one another?

research is starting to prove it.

At the end of the day, even if social media is a big part of why so many people show up, people are showing up.

Just the act of photo taking itself and

And if this means more people engage with art they wouldn't have paid attention to otherwise, that feels pretty promising for the future of art.

choosing what to capture, changes the

Thanks for watching The Goods and thank you to our...

nature of your experience and that alone

Sponsor American Express.

is changing how people go through

Amex has a...

museums.

Credit card feature that gives you...

Research Barash conducted found

Choices for how to make payments big or...

that when museum goers were instructed

Small called "Pay it, plan it" Play it helps...

to take photos for social media, they

You reduce your balance by making small...

enjoyed the experience less.

Payments throughout the month and...

Having the intention to post or share photos in mind while you're taking the photos, can actually remove you from the experience.

Plan it can help you make payments that...

Now both Instagram pop-ups and

Cost $100 or more over time.

traditional museums are facing a tricky

You can check it out at americanexpress.com/payitplanit.

question: limit photography and

And thanks again to...

potentially limit who shows up, or allow

American Express.

it and possibly change the experience. At

Their support made this series possible.

Refinery29's pop-up experience, that

means having some rooms where phones are

supposed to be put away.

I think it's time you put those

cellphones to bed, what do you say? How

about we Insta-connect with one another?

At the end of the day, even if social media is a big part of why so many people show up, people are showing up.

And if this means more people engage with art they wouldn't have paid attention to otherwise, that feels pretty promising for the future of art.

Thanks for watching The Goods and thank you to our

sponsor American Express.

Amex has a

credit card feature that gives you

choices for how to make payments big or

small called "Pay it, plan it." Play it helps

you reduce your balance by making small

payments throughout the month and

plan it can help you make payments that

cost $100 or more over time.

You can check it out at americanexpress.com/payitplanit.

And thanks again to

American Express.

Their support made this series possible.