So it turns out that what may be missing from your city is just a bright candy pink wall.

I was walking along a stretch of Melrose Avenue today that didn’t seem to have all that much going on. But then I came across a bright pink building with a subtle Paul Smith emblem near the top corner. I like Paul Smith and so I decided to pop in.

But as I turned the corner, I was greeted by throngs of millennials all posing for photos along the building’s west face (read: lots of afternoon sun). Here’s a snap of what that looked like:

Once inside, I was quickly told that the pink wall is the most Instagrammed location in all of Los Angeles. I’m not sure that’s factually true, but I’m going to say it’s up there. A quick review of #pinkwall seems to suggest that.

What I find interesting is the simplicity of it all. It’s a pink wall. And people love it. If you believe that we are now living in an attention economy, then perhaps you ought to find or create your own version of a candy pink wall.