Instagrammable Space: Analysis of the Relationship of Decorated Shed Architecture, Capitals and Spatial Practices, the Cases of Chiang Mai's Café

Abstract

This article is a research study on the components and relationships of spaces that have gained popularity as "Instagrammable Spaces" through the concepts of The Duck and The Decorated Shed, as presented in the book "Learning From Las Vegas" (1972) by Robert Venturi, Denise Scott Brown, and Steven Izenour. It also explores the concepts of "capital" and "spatial practices" by Pierre Bourdieu. The data collection involves both theoretical documentation and field data gathering, including mapping, observing coffee shop usage, recording exterior and interior images of the shops, creating shop layouts, and conducting interviews with the owners. Ten coffee shops are studied as case studies, and the understanding is further enriched by surveying five online social media users.

Coffee shops possess the characteristics of "Decorated Shed Architecture," serving as both spaces for photography and inviting environments. This is achieved through the combination of "Decorated Shed Architecture features" and “the communication of architectural elements with interior decorations”. The spatial layout follows the guiding principle of "Leading Line" and
“Foreground-Midground-Background’s Composition” provided by these architectural elements. The choices made by coffee shop owners in implementing "Spatial Practices" upon opening their shops are influenced by the available "Capital." This involves consciously selecting and utilizing specific "Decorated Shed Architecture " and effectively communicating them through interior decorations to create a distinctive atmosphere. Furthermore, this "Capital" also determines online social media users' choices in engaging in "Spatial Practices" through photography. They intentionally choose the "Decorated Shed Architecture" in combination with clothing, styling, and poses to produce photographs that effectively communicate their image on social media platforms. Therefore, Instagrammable Space represents the relationship between "Decorated Shed Architecture" and the result of "Spatial Practices." These practices are influenced by different forms of "Capital," such as economic resources, tastes, social recognition, knowledge, and skills. Each of these three components is indispensable,
as they interdependently impact one another.