Sometimes, I’d like to perceive Instagram as a new version of Venturi and Brown’s Duck and Decorated Shed. As Gordon-Levitt added attention to Instagram is used as a platform to attract attention – the statement is bold enough to be a ‘sign’ for the architecture firm. Let alone it can be argued that the overall profile aesthetic is the inverted shed when the account has posted enough images in a carefully planned manner. Alternatively, we can also say that capturing that one perfect image of the design becomes the Duck for the design firm, and thus we can always associate their name with that image.