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Instagram的新办公楼:简直是自拍者的天堂

Leena Rao 2016年10月23日

照片分享应用Instagram刚刚搬入一栋新办公大楼。这里简直就是自拍天堂。

Instagram一直在宣扬其广告收入增速。不过,对于Facebook旗下的照片和视频分享应用而言,狂飙猛进的不止是广告收入,还包括其员工团队。2012年被Facebook以10亿美元的价格收购时,这家公司只有13名员工,如今的员工数量已经超过400人,其中大部分人在Facebook的门洛帕克总部上班。

首席运营官马恩·莱文表示,这就意味着他们需要一个更新、更大的办公环境。本周二,Instagram乔迁新址。新办公楼内含一个图书馆、照片创作区,还有一家蓝瓶咖啡馆。

尽管Instagram只有6年历史(该公司刚刚在周四庆祝其成立6周年),但它已经成为社交媒体界的巨头,深受年轻的千禧一代用户追捧。一份电子营销报告显示,美国千禧一代的Instagram用户将在今年达到4,820万人。到2019年,近三分之二的千禧一代智能手机用户都会使用Instagram。目前,该应用的月活跃用户数已经达到5亿。

Instagram也是一门大生意。尽管Facebook尚未披露Instagram的广告收入,但分析师表示这个数字已经相当可观。据瑞士信贷估计,在2015年的最后三个月,Instagram的广告收入就有7.3亿美元,预计今年将达到32亿美元。瑞士信贷称,到2017年,Instagram的广告销售可能会有53亿美元之多。

随着未来要有数十亿美元的收入进账,这款移动应用似乎也准备在物理空间上进行拓展。

Instagram has been touting its advertiser growth, but the Facebook-owned photo and video sharing app is also growing in other ways, namely its employees. While the company only had 13 employees when it was acquired by Facebook in 2012 for $1 billion, it now houses 400-plus employees, most of whom are based in Facebook’s Menlo Park headquarters.

That means that the organization is due for a new, larger office, explained Instagram COO Marne Levine. And on Thursday, Instagram debuted its new digs, complete with a library, photo creation area, and Blue Bottle Coffee.

Although it’s only six years old (the company celebrated its six-year anniversary on Thursday), Instagram has become a behemoth in social media, especially amongst younger, millennial users. According to an e-marketer report, this year, there will be 48.2 million millennial Instagram users in the U.S. By 2019, nearly two-thirds of all millennial smartphone users will use Instagram. In total, Instagram now counts 500 million monthly active users.

Instagram is also a big business, and while Facebook FB 0.19% hasn’t yet disclosed any numbers about how Instagram’s ad revenue is faring, analysts say that is already massive. Credit Suisse estimated that Instagram sold $730 million in ads during the final three months of 2015, and projected $3.2 billion in revenue for this year. By 2017, Credit Suisse said Instagram would have $5.3 billion in sales.

With potentially billions in sales, the mobile app appears to be growing up when it comes to its physical space as well.

 

尽管Instagram之前只在Facebook园区占据一层楼,但他们现在有了自己的大楼。之前的办公区域约为4.5万平方英尺,而这栋多层办公大楼则拥有多达6.5万平方英尺的空间,其中包括咖啡店、图书馆和自助餐厅。

设计主管伊恩·斯波特解释称,这栋新办公大楼的主要差异在于,其内部设计风格呼应了Instagram应用的观感。办公空间以白色为主,墙壁的显示屏上有着色彩缤纷的图形,以及Instagram用户拍摄的带框照。

While Instagram was previously based on a floor in one of the buildings on Facebook’s campus, the division now has its own standalone building. The previous space was around 45,000 square feet, and the new, multi-level space is 65,000 space, including a coffee shop, library and its own cafeteria.

One of the main differences in the interior design of the building is how it matches the look and feel of the actual Instagram app, explained Head of Design Ian Spalter. The office space is mostly white, with pops of color coming from screens and framed Instagram photos from its users.

 

办公大楼里还提供了许多地方供员工和来访者拍摄自己的Instagram照片,其中包括一个“创作区”。这块区域可以营造出日落和日出的光照、星光灿烂的夜晚,以及月亮或太阳。这块区域还有内置云朵。

在办公楼的大厅,许多屏幕轮流展示着Instagram用户拍摄的照片。而作为一家硅谷初创公司,没有手工咖啡厅的办公室怎么称得上完整?Instagram的大楼设有蓝瓶咖啡馆,它的自拍墙上也挂着顾客拍摄的照片。

莱文表示:“它带有很明显的Instagram风格。”(财富中文网)

译者:严匡正

审校:任文科

The space also has many more areas where employees and visitors can snap their own Instagram photos, including a “creation area.” The space’s light can be adjusted to include sunset or sunrise lighting, a starry night, or the moon or the sun. There are also built-in clouds in the space.

In the lobby, multiple screens feature a rotating shuffle of Instagram photos from users. And what Silicon Valley startup office wouldn’t be complete without an artisan coffee bar? In Instagram’s case, it’s a Blue Bottle cafe, which also features its own selfie wall for photos of customers.

“It feels very distinctly Instagram,” said Levine.

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