Instagram-beloved pink Paul Smith wall now painted like a rainbow for Pride

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One of Los Angeles’s most Instagrammable backdrops—the flamingo pink wall of the Paul Smith store in West Hollywood—is even more colorful now for Pride. Painters quickly transformed the wall next to the store’s parking lot into a giant rainbow, as part of a celebration.

The new look is courtesy of Instagram, which is launching a series of murals internationally to mark Pride 2017.

This year’s huge Pride festival in West Hollywood takes place June 10-11 and will be replaced with a protest march, instead of the traditional parade.

The now rainbow-bedecked wall has only been up since Wednesday, says Los AngelesMagazine, but has already spawned many vibrant selfies and portraits, including one with Mayor Eric Garcetti.

The multi-colored mural will be up from now until June 11, the day of the march and the end of the Pride festival in Los Angeles.

Before:

During:

After:

A post shared by Cyn (@hotpinkpineapples) on Jun 1, 2017 at 6:48pm PDT

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