Los Angeles

Pink Wall

Paul Smith designed the building to be as recognizable and photographable as the Eiffel Tower, and the trademarked "Pink, the Iconic Wall" remains a global Instagram landmark.

The wall faces the sun, so daytime visits give photographers the light Richard describes as hitting subjects' faces while they pose.

Paul Smith's flagship store on Melrose Avenue features a bubblegum pink facade known as the Pink Wall, with a fluorescent, almost humming bright pink hue. The designer created the building to be as photographable as the Eiffel Tower, and the trademarked "Pink, the Iconic Wall" has been a Los Angeles selfie backdrop for 17 years.

The Story

The Pink Wall on Melrose Avenue

The Pink Wall on Melrose Avenue in Los Angeles has been an Instagram phenomenon for 17 years, painted in a shade inspired by architect Luis Barragán's trademarked Rosa Mexicano, which his lover/assistant originally chose to brighten surfaces under skylights. Paul Smith's flagship had occupied the Melrose location for about five years before the platform's launch, after which the wall's popularity surged almost overnight. The wall has been repainted for special events, including a June 2017 rainbow transformation in partnership with Instagram for LGBTQ Pride Month.

Spots

Best Photo Spots

The Pink Wall area offers 1 photo spot, the Paul Smith Pink Wall, a pastel-colored storefront facade.

1 curated spot

Social Media Portraits

Paul Smith Pink Wall

01 / 01

Gallery

Photographs of This Location

6 photos

Charming family portrait with parents and children in pink attire against vibrant floral backdrop.

Fashionable man with afro hairstyle poses confidently in a colorful Chinatown setting, showcasing modern street style.

Abstract photo of architectural shadows on a textured wall with a curved facade.

Street lamp on a colorful pink and gray building facade under clear blue sky.

A lone individual on a rooftop with a stunning view of the Los Angeles skyline under clear skies.

An orange-painted wall featuring a pipe and electrical outlet, perfect for minimalism themes.

FAQ

Common Questions

Is the Pink Wall going away?

A Paul Smith employee said the Pink Wall is not going away but declined to discuss the specific changes.

Planning

Practical Information

Opening hours

24/7

Cost

$60,000 per year

Permits

The wall enforces a posted set of rules: no props, no costumes, no professional cameras, and no feet touching the wall, with security personnel hired to enforce them.

Session Tips

Lean against the wall without props, costumes, professional cameras, or letting your feet touch the wall, and use the wall's preferred hashtag and geotag posted on the rules sign.
Be aware that as of April 19, 2022, the wall may be getting a striped makeover with painters repainting parts of the facade white.
Visitors are encouraged to post using the KindComments hashtag at the wall during the Pride Month rainbow activation.

Getting There

Access & Transit

Public transit: Melrose Avenue, Los Angeles

Sessions

Choose YourExperience

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Popular

Solo Travel Portraits

Solo travelers lean against the photogenic monochromatic pink wall, where the sun-facing orientation delivers natural light that flatters their faces for Instagram.

1 hour

Popular

Portrait Sessions

Casual social-media-style portraits shine against the pink wall's bold monochromatic backdrop, with natural sunlight hitting subjects' faces during daytime visits.

1 hour

Family Sessions

Groups gather day and night to lean against the pink wall, capturing simple family portraits without props, costumes, or professional gear.

1-1.5 hours