Museums across Southern California are about to have a very public summer fling, coming together via Instagram for a summer of museum love dubbed #LAInstaFling. Organized by SoCal Museums, the day-long Instagram event on Thursday, June 23, is a regional collaboration to share cultural content in a new way. Each of the dozen participating museums—covering art, cultural heritage, natural history, and science—will post on its own Instagram account about another institution, sharing its own take on what makes its subject a must-see destination for visitors, both digitally and “in real life.”

“We hope #LAInstaFling will bring attention to the inspirational themes shared by museums all around Los Angeles, and bring a sense of community to museum visitors across the city,” said Alex Capriotti, President of SoCal Museums and Director of Marketing and Communications at The Broad.

With a nod to the successful #MuseumInstaSwap campaigns in London (August 2015) and New York (February 2016), the event is the first of its kind on the West Coast.

Participating Museums
@theautry, Autry Museum of the American West
@annenbergspace, Annenberg Space for Photography
@thebroadmuseum, The Broad
@cafam, Craft & Folk Art Museum
@thegetty, The J. Paul Getty Trust
@hammer_museum, Hammer Museum
@thehuntingtonlibrary, The Huntington Library, Art Collections, and Botanical Gardens
@lacma, Los Angeles County Museum of Art
@nhmla, Natural History Museum of Los Angeles County
@nortonsimon, Norton Simon Museum
@museumoftolerance, Museum of Tolerance
@skirball_la, Skirball Cultural Center