The brand has all but denounced the wall's social media success:
Author:Dhani MauPublish date:Apr 6, 2017On a recent, typically sunny weekend afternoon in Los Angeles, I spent about an hour and a half in the small parking lot in front of Paul Smith's LA flagship on Melrose Avenue, a popular shopping street. By the end, I'd gotten a subtle tan and a better idea of how big a phenomenon the storefront's bright pink wall had become.
While they were all very familiar with the wall, they were not so familiar with Paul Smith. Faye thought it was a makeup brand; most admitted they were not knowledgeable at all — except for a girl named Mai, who went inside after taking photos and bought a tie for her boyfriend. She was the only wall visitor I saw enter the store and purchase something; most did not go inside at all, or just popped in and out quickly.
The brand couldn't have predicted that its pink wall would become a social media phenomenon when it was painted over a decade ago — years before Instagram existed or the terms "Millennial"- and "Tumblr"-pink were coined. While the brand hasn't entirely embraced or done much to promote the wall's popularity — it has yet to comment publicly about it and declined to comment for this story — it hasn't denounced it, either. The wall is still pink; there's a sign in front of it at all times listing rules and the brand's Instagram handle, geotag and preferred hashtag; and there's the aforementioned security guard.
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