Study lists the literary destinations winning the Instagram game
Key Findings:
- New study by Awesome Books identifies which bookshops around the world are most popular on Instagram based on hashtag mentions
- The Last Bookstore in Los Angeles ranks first with 113,000 hashtag mentions, while Portugal’s Livraria Lello and Paris’s Shakespeare and Company follow closely
- Literary expert explains how photogenic bookshops are helping keep physical stores relevant in the digital shopping era
In a world where the perfect Instagram shot can drive tourism and foot traffic, bookshops with stunning interiors and unique designs have found new life through social media. From spiral staircases and floating books to hidden nooks and artistic displays, these literary havens offer more than just books—they provide the perfect backdrop for social media posts that capture both beauty and culture.
“Beautiful bookshops have always existed, but social media has given them a new platform to shine,” says Taskeen Ahmed, founder of UK-based sustainable bookseller Awesome Books. “We wanted to discover which bookshops around the world are capturing people’s imagination and getting the most attention online.”
To identify the most Instagram-worthy bookshops globally, Awesome Books analysed hashtag mentions on Instagram for renowned bookstores worldwide. The team compiled data from curated sources of highly-rated or famous bookstores, then verified their existence and locations through Google searches. For each bookshop, they collected the total number of posts tagged with the store’s name as a hashtag.
Table: The Top 10 Most Instagram-worthy Bookshops in the World
| Rank | Book Store Name | City | Country | Total Hashtag Mentions |
| 1 | The Last Bookstore | Los Angeles | USA | 113,000 |
| 2 | Livraria Lello | Porto | Portugal | 97,900 |
| 3 | Shakespeare and Company | Paris | France | 96,500 |
| 4 | BookPeople | Texas | USA | 72,300 |
| 5 | Powell’s Books | Oregon | USA | 69,100 |
| 6 | Libreria Acqua Alta | Venice | Italy | 52,900 |
| 7 | National Book Store | Metro Manila | Philippines | 42,800 |
| 8 | Strand Book Store | New York | USA | 37,900 |
| 9 | Daunt Books | London | England | 31,900 |
| 10 | Books Actually | Singapore | Singapore | 25,200 |
America’s Book Cathedral Takes Top Spot
The Last Bookstore in downtown Los Angeles has earned first place with an impressive 113,000 hashtag mentions on Instagram. This isn’t surprising, given its photogenic interior featuring a tunnel made of books, a ‘book portal’ where visitors can pose for pictures, and art installations made from old volumes. The store’s industrial space with high ceilings and columns creates a cathedral-like atmosphere for book lovers and photographers alike.
“The Last Bookstore perfectly blends art installation with bookshop,” explains Ahmed. “Its book tunnel and floating book displays were practically designed for the Instagram era, though they were created well before social media became so dominant.”
Portuguese Neo-Gothic Wonder Takes Second Place
Portugal’s Livraria Lello comes in second with 97,900 hashtag mentions. Often cited as an inspiration for J.K. Rowling’s depiction of Hogwarts, this Porto bookshop boasts a stunning red spiral staircase, stained glass ceiling, and ornate neo-gothic details. The bookshop’s richly carved wooden features and the unique forked staircase create an almost magical atmosphere that draws visitors from around the world.
“Livraria Lello has become so popular that it now charges an entrance fee, which is redeemable against book purchases,” notes Ahmed. “This has helped manage the flow of visitors who come specifically to photograph its beautiful interior.”
Literary Paris Claims Third Position
Just behind in third place is Paris’s iconic Shakespeare and Company with 96,500 mentions. This historic bookshop overlooks the Seine with a view of Notre Dame and features a charming exterior with green façade and vintage signage. Inside, cramped quarters filled floor-to-ceiling with books create an intimate, timeless atmosphere that captures the romantic essence of literary Paris.
“Shakespeare and Company, as well as being incredibly photogenic, offers a unique experience where visitors can even stay overnight among the books as ‘Tumbleweeds’ in exchange for helping around the shop,” says Ahmed. “This combination of visual appeal and authentic literary culture creates the perfect story for social media sharing.”
Taskeen Ahmed, Founder of Awesome Books, commented:
“It’s wonderful to see how social media is helping bookshops thrive in an age when many predicted their demise. These beautiful spaces offer something online retailers simply cannot – a physical connection to books and the joy of discovery in stunning surroundings. The most popular stores have become destinations in their own right, bringing new generations of readers through their doors who might otherwise never have visited a physical bookshop.
“What’s particularly encouraging is the diversity of stores on our list – from historic European shops to modern American book havens. This suggests that the physical bookstore isn’t dying out but adapting and finding new ways to stay relevant in the digital age.”
