Enthusiasts weren’t the only ones getting strategic. Barnieh watched new cafes all around the world adopt aesthetics that were popular on Instagram. They would hang bare Edison bulbs, buy succulent planters, make their spaces brighter, fill the walls with greenery or mirrors, and advertise items that were more eye-catching, like colorful fruit juices or avocado toast. In their quest to look modern, he thought they all ended up looking the same, the way airports and corporate offices all look the same.
