It's a Paul Smith store and it wasn't intentional (though it has since been embraced for what it is by the brand), per a similar piece last month in the Ringer "Can Real Life Compete With an Instagram Playground?":
> Late one Wednesday morning in July, a crowd of tourists began to form on Melrose Avenue in Los Angeles. Their location of interest was the Paul Smith store, but not what was in it. The large modernist building, with its sunny corner location, single rectangular window, and striking bubblegum-pink painted wall, happens to make an excellent portrait backdrop.
> Though the menswear designer has never commented on the phenomenon, it’s safe to say that he did not imagine his California-pink shoebox would one day function as the site for thousands of amateur photo shoots. (Especially since it does not appear to have improved sales at his store.) Nevertheless, the Paul Smith brand appears to have recognized its power as a free marketing opportunity.
Want to be clear I am not criticizing this article as derivative of The Ringer piece. There are a lot of articles about purposefully Instagramable places, especially the 'museum' of Ice Cream.
> Late one Wednesday morning in July, a crowd of tourists began to form on Melrose Avenue in Los Angeles. Their location of interest was the Paul Smith store, but not what was in it. The large modernist building, with its sunny corner location, single rectangular window, and striking bubblegum-pink painted wall, happens to make an excellent portrait backdrop.
> Though the menswear designer has never commented on the phenomenon, it’s safe to say that he did not imagine his California-pink shoebox would one day function as the site for thousands of amateur photo shoots. (Especially since it does not appear to have improved sales at his store.) Nevertheless, the Paul Smith brand appears to have recognized its power as a free marketing opportunity.
Source: https://www.theringer.com/tech/2017/8/9/16110424/instagram-p...
Want to be clear I am not criticizing this article as derivative of The Ringer piece. There are a lot of articles about purposefully Instagramable places, especially the 'museum' of Ice Cream.