Name: 為什麼各地的咖啡店看起來都一樣，是不是Instagram的功勞？ (Is Instagram to blame for why coffee shops everywhere look the same?)
Uploaded: 2021-01-14T08:11:14.000Z
Duration: 5 min 3 s
Description: 【看影片學英語】數萬部 YouTube 影片，搭配英漢字典即點即查，輕鬆掌握單字發音與用法，長久累積看電影不必再看字幕。

All over the world something strange is happening

coffee shops everywhere are starting to look the same.

情態副詞

We're in a coffee shop in Brooklyn and it has a look you probably recognize

hanging light bulbs, natural light, exposed wood, potted plants

We went to four coffee shops on four continents to understand why.

And there's a reason that it's happening right now.

— And I just started seeing that whether I was in New York or LA or Berlin or Beijing

Kyle Chayka is a reporter who writes about design.

and a few years ago he started noticing this trend.

— Each city had its own version of this generic cafe

reclaimed wood and Edison bulbs and big windows.

Well, the story starts with something we're all familiar with

They created this idea that coffee could be a classier commodity than it was before.

Starbucks taught Americans that coffee wasn't just fuel.

That coffee shops could be a place where people eat and drink and slow down.

Starbucks made coffee a luxury experience.

We will give you sparkling water with everything.

And as Starbucks went global it spread that expectation around the world.

a design trend is growing that really values original materials

— And that kind of bleeds into the Brooklyn culture

And then that hits right into the financial crisis

which draws everyone's eye back to these Brooklyn hipster nostalgic look

— As you enter in our cafe you can feel...

And while it's debatable where this look actually originated.

it comes to be associated with one place.

— It's a very New York, Brooklyn-y vibe.

And then something happens that allows this look to spread around the world.

— Silicon Valley suddenly becomes a huge force in cultural life.

Visual social media becomes a major part of our day-to-day lives.

— Instagram I think was the first major social media platform to focus almost solely on images.

So it kind of created this internet culture of taking and sharing photos in real time.

— I came here because the blogger posted some photos when she was in Paris

and I really like the vibes of the coffee shop.

— And so it creates this homogenized aspiration.

Everyone aspires for the same symbols of luxury at the same time.

As that Brooklyn look proliferates across social media

it gets refined down to its most Instagram-able elements;

a nostalgic stripped back luxury minimalism.

— Those digital spaces are really amenable to the minimalist aesthetic

because the web is kind of empty and blank anyway and

you want these like super clean images that only have a few objects in them

because they're more legible on a screen.

That's when you start to see the rise of the luxury minimalists vibe.

That's how coffee shops around the world came to look the same.

But if you ask Kyle this is just the beginning.

Because it isn't just coffee shops around the world that are starting to look the same.

Social media has changed whole neighborhoods too.

— Technology and social media is shaping the physical world.

In places with these kinds of coffee shops,

— Bandra is also called the "Brooklyn of Mumbai".

The minimalist Brooklyn coffee shop look probably won't be the last global design trend.

And places around the world might start to look more and more the same.