Children, adults, influencers and artists, or anyone who wants nice pictures with a professional background to their Instagram feeds, is the target group for the selfie museum Youseum in Stockholm.
According to Dutch founders Koen Derks and Joseph Heuscschen, the concept originated in the Museum of Ice Cream in San Francisco.
A museum that has contributed to a big trend worldwide of Instagram-friendly museums.
- I think the concept is popular because it is something new and different among museums, where it is sometimes forbidden to take photographs.
It also satisfies people's need to create content of their own, says Koen Derks.
Not like the National Museum
According to the Swedish Academy's glossary, a museum is "a publicly accessible collection of objects that illuminate some section of reality".
A definition that museum host Shervin Ashrafi can understand that people might question in a selfie museum.
- This is not a museum like the National Museum, we do not have art valued for several millions.
It is the room itself that is the exhibitions themselves.
So you can use them and see it as an art exhibition if you want, says Ashrafi, who has the working title "Hero" at Youseum.
Youseum plans to expand its operations and open in Denmark, Germany and Dubai.
In Sweden, there are also two more selfie museums in Stockholm and Gothenburg, which are run by the company Milajki Style Factory.