London selfie shop lets Instagram generation strike a pose

Posing in a bath of pink balls or throwing up handfuls of multicoloured confetti, teenagers and 20-somethings snap away at a purpose-built London mini-studio for social media selfies.

The Selfie Factory pop-up at Westfield, one of Europe's biggest shopping centres, has seen thousands pass through the 20-odd themed booths and backdrops for quirky images to upload on social media.

The Selfie Factory - the brainchild of Will Bower -- is near the end of its six-week run at Westfield London.

"I love all the different rooms," said Molly Bryant, 19, from Stevenage, north of London.

Ball pit, pink elephant

The pop-up space is the brainchild of owner Will Bower.

Thousands have passed through the 20-odd themed booths and backdrops for quirky images to upload on their social media. 

"People come in and spend an hour having fun and taking as many photos as they like," he told AFP, sat in the garden swing set.

The 26-year-old said he and his fiancee tried to find secluded Instagram hotspots on their travels -- only to find crowds at each location.

Teenagers and 20-somethings have been snapping away at a purpose-built London mini-studio for social media selfies. 

That sparked the idea of bringing an abundance of abstract Instagrammable scenes together under one roof.

"Nancy's off to university soon so we've just been looking for fun stuff to do together before she goes," Jane said.

A teenager is seen throwing up handfuls of multi-coloured confetti.

Young people make up most of the visitors, but 60-somethings have been spotted frolicking in the ball pit, lounging on the bed or pulling cheesy faces with the pink elephant.

Professional social media influencers have been to take snaps including even some regulars, Bower said.

Business owner Will Bower poses for a photograph during an interview at the Selfie Factory.

Eliza Bendall, 19, was shooting pictures with a suitcase full of cosmetics, in preparation for product launches.

"Hopefully we've got some really cool shots," she said.

Agence France-Presse