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.

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.

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.

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.

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

It comes from traditional

museums. In the 1960s artists started

using museum rooms to create immersive

three-dimensional artwork designed

specifically for a certain space. It was

called installation art.

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

Viewers were part of it.

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

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

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

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

Or infinity

room, a series of mirrored rooms that

Kusama has been producing since 1965

that has a pretty identical version at

the dream machine pop-up museum.

Installation art invites the viewer to

participate in creating a piece of art

or to physically see themselves in it,

often alongside brightly colored

lighting and simple, elegant shapes. And

that made for museum experiences that

were inherently photographable.

Pop-ups figured out that there was a business to

be made out of that photographability.

even if it wasn't attached to a

well-known artist.

Now the explosive

success of those pop-ups is making

traditional museums rethink how they do

things.

People who work at museums are

very concerned. It changes the nature of

what artwork is most attractive to

consumers and so in order to compete

with the trendy, colorful exhibits that

are popping up, you have to add some of

those components to the more traditional

exhibits.

That conversation often starts

here, with museum photography policies.

Many museums have traditionally banned

photography to protect copyright and

light-sensitive paintings, but now that

museums are becoming more social media

friendly, their policies are changing.

Like the Renwick gallery, which started

posting "photography encouraged"

signs in 2015.

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

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

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

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

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

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

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

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

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

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

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

I saw lots of pictures on

Instagram and that prompted me and my

friends to come here.

Ow!

But for museums who

still have rules about taking photos,

it's hard to keep visitors from snapping

pictures. Like this 2013 installation in

the skylight of the Guggenheim Museum by James Turrell.

The colors and simplicity made it

serious Instagram bait. Thousands of

people posted photos of it, even though

the artist asked that no photos be taken

since they would detract from everyone's

experience. That concern is real and

research is starting to prove it.

Just the act of photo taking itself and

choosing what to capture, changes the

nature of your experience and that alone

is changing how people go through

museums.

Research Barash conducted found

that when museum goers were instructed

to take photos for social media, they

enjoyed the experience less.

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

Now both Instagram pop-ups and

traditional museums are facing a tricky

question: limit photography and

potentially limit who shows up, or allow

it and possibly change the experience. At

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.

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