The Instagram economy is taking over Toronto’s entertainment scene

From the permanent to the pop-up, from mirrored rooms to rainbow-coloured junk food, Toronto is in the midst of a wave of attractions tailor-made for selfie seekers.

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Mateja Simic demonstrates the head on a plate at Toronto's Museum of Illusions. (RICHARD LAUTENS / TORONTO STAR)

Does fun exist anymore if it doesn’t end up on Instagram?

From the permanent to the pop-up, from mirrored rooms to rainbow-coloured junk food, Toronto is in the midst of a wave of attractions tailor-made for selfie seekers. Even bars and restaurants, and public art, are frequently made with social media in mind.

The newest contender providing a great backdrop for your next snapshot (or Snapchat) is the Museum of Illusions, opening Nov. 7, just steps away from St. Lawrence Market, part of a global franchise that started in Croatia three years ago. Micheala Radman, owner of the Toronto outpost, has been working on the launch for two years, but can understand the current flurry of places that may be feeding on people’s narcissism.

“Instagram is here to stay, and it is driving purchasing and behaviour,” says Radman. “When I was approached about this, I immediately looked at the financial side of it, then I looked at the numbers and when I look at my dispensable income, I take my kids to Ripley’s (Aquarium), and I honestly felt like there wasn’t enough for me to take my kids to. A mall or a movie.

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