The Paul Smith store on Melrose Avenue in West Hollywood neighbourhood, Los Angeles, is famous for its pink wall. The storefront used to be entirely painted in bright pink with a comparatively-small logo in the corner, and has always been a landmark for social media users since it first popped up.

Joining forces with Instagram, the store has temporarily transformed the iconic pink wall into a rainbow mural to celebrate Los Angeles Pride and LGBTQ Pride Month. The corner of the rainbow wall features the hashtag #kindcomments encouraging Instagrammers to share positive messages with friends and strangers.

The rainbow wall was unveiled on May 31, with Los Angeles Mayor Eric Gercetti, Instagram COO Marne Levine and members of the Los Angeles LGBTQ community in attendance, and will be there until June 15. The wall’s celebrity status is the perfect billboard to promote a message of kindness and compassion. Instagram is also working with other artists, putting up murals in Nashville and Cleveland in North America, plus London and Madrid in Europe.