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Instagram Turns LA’s ‘Pink Wall’ Landmark Into a Rainbow for Pride Month (Photos)

Hannah Hart, L.A. mayor Eric Garcetti, and Instagram COO Marne Levine are set to unveil an ”IRL Filter“ on one of the most Insta-worthy spots in Los Angeles

Jews cherish the Western Wall in Jerusalem, Generation Z Instagrammers flock to the “pink wall” on Melrose Ave in West Hollywood.

One of these two landmarks just got a multi-color makeover.

Instagram and Paul Smith have partnered to turn the “Pink Wall” into a rainbow, marking the world’s first “IRL” (in real life) filter.

The west side of the Paul Smith store at 8221 Melrose Avenue — a photogenic monochromatic pink wall in front of a parking lot — has become a 24/7 millenial tourist attraction in L.A. in recent years.

Along with the top of Runyon Canyon, the LACMA lampposts, the back of the Hollywood sign and TAO Group’s new “OMG” light marquee outside Avenue, it is one of the most Instagrammed places in the city, with groups gathering to snap selfies day and night.

Finally posting a photo of that wall everyone is geeking about #justawall #pinkwall #uiagderut ??’?

A post shared by Solvor Tolsby (@solvort) on

For LGTBQ pride month, which begins Thursday, June 1, the wall did what celebrities do before a big media campaign — got some cosmetic work done.

Social media stars Hannah Hart and Joey Graceffa along with Victoria Justice and Busy Phillips are set to join L.A. Mayor Eric Garcetti and Instagram COO Marne Levine to officially unveil the new rainbow wall at a private event tonight. The makeover honors members of the LGBTQ community.

“The most powerful element of Instagram is its diverse, global community, which connects and shares a vast range of passions and experiences,” the social media company said in a statement. “We are committed to fostering a supportive and kind community where everyone can feel free to express who they are.”

The primary network of youth culture wants visitors to post “#KindComments” at the wall, framing the pop-up as an antidote to the missives that drive Jimmy Kimmel’s “Mean Tweets” segments.

Brandy, Chromeo, and ILOVEMAKONNEN will perform at the L.A. Pride festival in West Hollywood on the weekend of June 9-11.