This essay explores how Instagram, as a dominant social media platform, reshapes architectural typologies through the mass mediation of interior spaces and staged domesticity. The home becomes both a site of performance and production, merging private life with public visibility. Celebrity accounts encode new spatial norms where interiors—like sofas, beds, bathrooms, and hallways—become tools of identity construction. These curated domestic settings act as backdrops for hypersexualized, heteronormative bodies, reinforcing neoliberal ideals. Social media interiors function as instruments of corporeal control, blurring intimacy and spectacle. Through typological analysis, this article exposes how architecture becomes complicit in the regulation and commodification of both space and body.
This article has been presented in TU Delft, part of the Architecture Archives of the Future program, and published Burning Farm, No. 14 (November 2024) and PLOT, No. 72 (February 2024): 174-183. It has been funded by IRAD, HEAD – Genève, HES-SO.