Color Factory is a pop-up interactive art exhibition with brightly colored room-sized installations, each themed around the concept of color. It ran for eight and a half months in 2017 in San Francisco, and is currently running in New York City, Chicago, and Houston. Color Factory has commonly been cited as part of a trend of "Instagram museums", temporary art exhibitions catered towards younger millennial audiences which are designed to be photographed (especially in selfies) and shared on Instagram and other social media. Co-founder Jordan Ferney has publicly pushed back against descriptions of Color Factory as an Instagram museum, stating that her goal “had always been to make something that was beautiful to experience, not photograph”. Artists whose works have been featured in Color Factory include Jason Polan, Lakwena Maciver, Molly Young, Tosha Stimage, and Tom Stayte. Exhibits include ballpits, balloon-filled rooms, and illuminated dance floors, with cameras preinstalled throughout the exhibition for photography.
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