Further blurring the lines between shopping and sharing, the independent footwear and apparel shop Pewter markets itself as a social space for customers who dream of becoming Insta-famous

Designing a retail space that encourages social media content creation and sharing isn't a unique idea these days. However, not many emphasize this intention as forcefully as the recently opened independent footwear shop Pewter, located outside of Valencia in Gandía, Spain.

Glowing white neon text suspended in the front window broadcasts the phrase “Pewter has a new lifestyle and this is a f*ucking space for you. Pewter breaking the internet. #pewterstore”. CuldeSac is the design team responsible for creating this potentially internet-breaking store.

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While the widow phrase could be interpreted as promising some kind of zany, made-for-Instagram store interior, that's not the case. The store is designed more as a place for friends to shop together, discover unique styles of shoes and clothes and share those finds on their social media feeds. There's even a bench outside that serves as a meeting place or hangout spot.

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Pewter's interior design projects a sense of spontaneity. There are streaming message panels that wrap around the perimeter, the backs of which have their electronics left exposed. The interior and fitting room partitions are made from steel tubes and polycarbonate panels instead of solid walls. Even the illuminated Pewter brand sign is powered by a cable that's roughly strung between each letter.

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The rawness of the space delivers on creating a sense of urgency, a trait reflected in the way content goes viral online. Pewter didn't opt to have a typical sign on the exterior, and instead just displays its hashtag. PSFK wanted to check how much of the store's push for content sharing had occurred since its opening in the fall of 2018: At the time of writing, there are 123 posts on Instagram using #pewterstore, with the majority of those posts created by Pewter.

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This Pewter store has been making the rounds on other design and retail news sites partly for the social media-sharing story angle and also for the eye candy interior photos, featuring the bright yellow ceiling. As can happen with online resources, a few photos don't always give a true representation of what something looks like, however. In this case we have almost a one-to-one comparison between an architectural beauty shot and a facebook post photo of the functioning store. Here one can see that with the absence of retouching, the addition of merchandise and other necessities like fire extinguishers, the store looks more typical.

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Pewter's first store may not be the over-the-top, made-for-Instagram retail playground the window sign suggests. Nonetheless, the idea behind the store does further blur the line between shopping and sharing.

Photos: David Zarzoso

Designing a retail space that encourages social media content creation and sharing isn't a unique idea these days. However, not many emphasize this intention as forcefully as the recently opened independent footwear shop Pewter, located outside of Valencia in Gandía, Spain.

Glowing white neon text suspended in the front window broadcasts the phrase “Pewter has a new lifestyle and this is a f*ucking space for you. Pewter breaking the internet. #pewterstore”. CuldeSac is the design team responsible for creating this potentially internet-breaking store.