White hired a designer to come into Instagram’s building and mount all the photography books, old cameras, and bottles of bourbon on shelves, to make the space a bit more crafty and thoughtfully displayed. (Friends and business partners always gave Systrom bourbon as a gift, as a tribute to the early app’s name.) The design provided contrast to Facebook, where the “journey is only 1 percent finished” motto was reflected physically in open ceilings, exposed pipes, and unvarnished wooden surfaces. Once a week, Instagrammers would roll up their garage door and invite passing Facebookers in for
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