Instagram influencers call this New York penthouse home … well, just for a photo shoot, anyway
A glamorous 2,400-square-foot penthouse in Manhattan’s SoHo neighbourhood is not being lived in, but is being rented out to social media influencers who need a place to take photos
In a photo posted on her Instagram page last month, Natalia Levsina relaxes in a nest of plush white bedding, a book in one hand and a cup of coffee in another.
At first glance, you might assume the New York-based social media influencer with 127,000 followers is holed up in an upscale hotel or luxuriating in her multimillion dollar flat on a lazy morning. The truth is a bit more complicated.
Levsina hasn’t spent a night in the comfy bed and doesn’t live in the 2,400-square-foot penthouse in Manhattan’s SoHo neighbourhood. Nobody does. Levsina – like dozens of other social media influencers who have begun flocking to this particular abode – was there to create content for marketing products (in her case, bras, as her Instagram post notes).
Welcome to the newest trend among social media influencers, one that is blurring the lines between fact and fiction, authenticity and advertising as Instagram becomes the go-to platform for enhancing someone’s image, regardless of reality.
Rented by Village Marketing in August, the all-female agency connects social media influencers to brands like online retailer Warby Parker and fitness studios Soul Cycle and Equinox. The penthouse was designed to give social media stars an “optimal canvas” for content creation, according to the agency’s 36-year-old founder, Vickie Segar.
There’s a lot of millennial pink, furs and velvets, with gold accents, which is very on trend.
