Instagram taps photo community for quirky Herb Lester city guides

Instagram has partnered with boutique travel brand Herb Lester to produce guides to London, Paris and Berlin that feature unusual photos taken by its users.

  • Herb Lester's city guides feature unusual photos from Instagram's community

    Herb Lester's city guides feature unusual photos from Instagram's community

  • Louvre, Paris. Taken by @alistair_wheeler

    Louvre, Paris. Taken by @alistair_wheeler

  • St. James' Park, London. Taken by @tschang

    St. James' Park, London. Taken by @tschang

  • Barbican Centre, London. Taken by @londonlivingdoll

    Barbican Centre, London. Taken by @londonlivingdoll

  • Tempelhofer Feld, Berlin. Taken by @berlinstagram

    Tempelhofer Feld, Berlin. Taken by @berlinstagram

  • Jacob-und-Wilhelm-Grimm-Zentrum, Berlin. Taken by @brainyartist.

    Jacob-und-Wilhelm-Grimm-Zentrum, Berlin. Taken by @brainyartist.

  • Paris. Taken by @laviematerielle

    Paris. Taken by @laviematerielle

of

 

The travel guides focus heavily on design, and use Instagram photos that depart from the usual travel photography.

Herb Lester and Instagram approached selected users, then paired their photos with suggested destinations to create the guides. One Instagram user, @brainyartist, has created a Berlin mini-series called "#peopleinniches# which shows passers-by standing in doorways and other framed spaces around the city.

Co-founder of Herb Lester, Jane Smillie, said: "This is a real first for Herb Lester and has allowed us to create something that is not only unique, but really considers how people are becoming more and more excited by Instagram every day."

Instagram is stepping up its activity with brands, opening up ad slots in the UK last week and, in this instance, getting its community of photographers involved. Waitrose, Starbucks and Cadbury's are among the first brands advertising on Instagram in the UK.