The UK’s first interactive pop-up studio Selfie Factory lets Instagrammers strike a pose at a purpose-built London mini-studio for social media selfies. It allows the customers to pose in a bath of pink balls or throwing up handfuls of multicoloured confetti and pictures. The Selfie Factory pop up at Westfield is one of Europe's biggest shopping hubs and has seen thousands of people pass through the 20-odd themed booths and backdrops to pictures and upload on social media. The studio has a wall of doughnuts, a big fluffy teddy bear, a giant ball pit, a 1950s diner, a confetti corner, and coloured ribbons to stroll through it. Mothers are even seen taking pictures with their babies in the pop-up themed studio sat with a bright-yellow old-style telephone. On the other hand, teenagers pose in the roll-top bath or hang around with the doughnuts.

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People come to spend quality time with loved ones: Will Bower

Molly Bryant, 19, from Stevenage, north of London said she visited the themed studio and loved all the different rooms filled with fun. She added that the pictures will look good on Instagram and will be unique and different from what she already has on her Instagram handle. A circuit around the different fun-filled rooms and the backdrops costs around USD 12. These types of initiatives are very common in Asia and North America. The pop-up space was creatively innovated by owner Will Bower. The owner said people come in to spend quality time with their loved ones having fun and taking as many photos as they like.

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'This generation likes to upload things on social media'

He said he along with his wife tried to find out lonely Instagram hotspots to gather a crowd at each location which struck an idea of bringing plenty of abstract instagrammable scenes together under one roof. He added that this generation likes to upload things on social media and there's always a lack of content. But the Selfie Factory gives them a lot of content all at a time. He said people these days visualize their life on Instagram and he is pretty sure this place will meet the people's demands and has a growth in the future. A mother, Jane Ruby, 41, was making memories with her daughters Nancy, 18, and 15-year-old Amber.

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