By Indhira Desangles
Special for El Inmobiliario
In recent years I have seen how a new type of asset has become irresistible to certain businesses: spaces that look good on Instagram.
And I'm not just talking about trendy shops. I'm also talking about small cafes, showrooms, boutique offices, home decor stores, or beauty salons that choose their business premises not only for location and size, but because the background is "postable."
And as a business realtor, I can confirm it: design sells. A lot.
Design as a marketing lure
In the Dominican Republic and other capitals of the region, the most visionary developments have already understood that architecture + aesthetics + experience = digital traction.
A well-lit space with an attractive facade, an entrance that invites taking photos, or details that connect with the visual culture of TikTok or Instagram, is a magnet for physical and digital traffic.
I recently helped close the lease for a commercial space in a mid-sized plaza in Santo Domingo. The reason it won out over cheaper options?
An artistic mural, good natural light, and a polished cement floor perfect for stories . It's that simple. The brand wasn't just looking for a store: it wanted a "stage."
Is it just superficial? Not at all.
"Instagrammable" locations not only attract people, they generate organic marketing for the business without paying for ads . A customer takes a photo, uploads it, tags it, and the location starts to gain traction.
In the food service industry, this is already the norm. But now we're also seeing it in aesthetic clinics, beauty salons, clothing and accessories stores, coworking spaces, barbershops, jewelry stores, and more.
The modern customer wants to share where they are. And if the space doesn't inspire… it simply doesn't.
User-generated content is part of the business model.
What is happening in the Dominican Republic?
I'll give you some relevant examples:
- Stores in the Colonial Zone, restored with historical details that blend with contemporary design, are a magnet for coffee brands, galleries, and emerging designers.
- Coworking spaces in Naco or Piantini that offer not only internet and desks, but corners that look like they've been taken from Pinterest.
- Restaurants in Punta Cana are designed with such aesthetic care that people literally go there for the photo (and then consume).
This is not by chance. It's strategy.
As a realtor, what do I recommend?
When I advise growing brands or developers, I always tell them:
Design isn't decoration. It's part of the business model.
A space with good digital visibility, that aligns with the aesthetic of its target audience, has a better chance of generating buzz , attracting a community, and retaining customers. So if you're developing, investing, or leasing… scroll through Instagram before signing. The feed can tell you a lot. And find a good architect.
