Why the Bathroom Might Be the Most Important Room in the age of the selfie
This morning I was watching the news — as I tend to do, seeing what’s going on in the world. It’s always a mixed bag: awful things, hopeful things, relentless things. Here in North Devon, though, there’s a kind of quiet optimism. We’ve got a great community, people who smile easily, who help each other, who believe in small businesses, in doing the right thing. Yes, there are issues — always are —, but I feel less weighed down by the negative here, more boosted by the positive.
Something caught my eye in the headlines today: an article about nightclubs in Nigeria, and how the bathroom — yes, the loo, the sink, the mirror room — has become a showpiece. It’s not just about functionality anymore. It’s become part of the vibe, part of the branding, part of the Instagram feed. And it made me think: we rely so heavily on tourists here in Devon and Cornwall. Small independent cafés, eateries, pubs — they all live through the summer, hope for the winter. Every detail matters.
The Rise of the Restroom Selfie
Here’s what the Nigeria story is telling us, and it’s more than just cute décor. In places like Lagos, Abuja, and even Kano in the north, bars and nightclubs are redecorating their restrooms. Think marbled walls (sometimes faux), lots of mirrors, fancy lighting, and wallpapers (floral, tropical, psychedelic patterns). They’re making these spaces designed for selfies.
Some venues go further: Zaza, a well-known lounge in Lagos, has a button in the bathroom that delivers a complimentary glass of champagne through a small window. It’s not just glamour — it’s a statement, an experience.
There’s an incentive: people love to share. Influencers are already going in, taking pictures of themselves in the loo. Sometimes, one of the first things they’ll do when they arrive somewhere “trendy” is head to the restroom with friends, find good angles. The free publicity is huge. A business posts one photo of a glam loo, and instantly, people want to visit. Rococo in Lagos says they posted a bathroom photo before opening, and got 200 booking requests within hours, from people who thought the restrooms were the restaurant.
The style varies by region: in the more conservative north (Kano), what people wear might differ, makeup subtler, but once inside those mirror rooms, many behaviours are similar. Finding angles, adjusting outfits, posing.
Original Article: In Nigeria’s Nightclubs, The Bathroom Selfie is King or Rather Queen
Why This Resonates in North Devon (and Could Be Useful)
Reading this made me reflect: what if part of the reason our hospitality places survive (or don’t) is that they overlook something as seemingly trivial as the loo?
Because when you’re a tourist, or even a local who wants memorable experiences, every touchpoint matters. The taste of the food, yes. The friendliness of the staff, absolutely. But look and feel matter: the lighting at dinner, the music background, the smell, the décor, even the bathrooms.
Here are some of my thoughts:
- Branding through detail: If your café or pub can offer a bathroom that’s clean, fresh-smelling, nicely decorated, with good lighting and mirrors, that tells people “we care.” It suggests quality, thoughtfulness.
- Social media potential: We send photos of food, scenery, and friends. Why not the loo? Many people don’t think of that, but photos get shared. It’s marketing without advertising. If someone tags your place because the loo was surprisingly lovely, that’s pure gold.
- Customer comfort and memory: Dirty, smelly, dark toilets leave impressions. Negative ones. Good toilets may not be noticed highly, but bad ones stick. I still remember awful, nasty club loos from the ’90s — smells, filth. Horrible memories. But I also remember places that surprised me positively.
- Seasonal differences: In winter or quieter months, tourists dwindle. Locals might still come, but expectations stay. If your place is open year-round (or tries to be), consistent quality becomes even more important. The little things can make you stand out.
What Nigerian Clubs Are Doing That We Could Take On
From what the article shows, these are some practical things being done in Nigeria that could give ideas:
- Mirrors arranged for different angles; lots of them.
- Strong lighting: exposed bulbs, soft yet flattering lights.
- Decorative walls — floral, tropical, bold patterns — something photogenic.
- Sometimes novelty touches: champagne delivery, “selfie rooms” beside bathrooms.
- Micro details – plants, hooks and places to put your things while you take the picture.
- Messaging/video: playful signs (“No selfies in the restroom… just kidding.”) that draw attention and encourage the behaviour.
What to Watch Out For (and What to Do Easily)
Not everything requires a full refit or big spend. Some pitfalls and practical tips:
- Don’t overdo: If decor feels excessive, it can feel pretentious or gaudy, especially if other parts of the business don’t match up. Consistency is key.
- Maintenance: A fancy loo that isn’t clean becomes worse than a simple one that is. Keep cleaning to a high standard. Light bulbs are working. Mirrors streak-free. Smells gone.
- Lighting: Natural light or warm, flattering lighting is better. Harsh fluorescents are cruel for selfies.
- Design that helps: Mirrors strategically placed, perhaps a ledge or small shelf so people can rest their things while taking a selfie, hooks, etc.
- Engagement: Signage, small playful touches. Maybe even invite people to “share your loo selfie with #MyPlaceName,” etc. Social media friendly.
- Budgeting: Start small. Maybe repaint, add a mirror, change lighting, add some plants. Not everyone needs gold-leaf or chandeliers.
Conclusion
So yes, I think the bathroom is a detail often overlooked. We think about menus, signage, service, views, and weather. But the loo’s? They are part of the theatre. They’re part of the story you tell your visitors. And in a place like North Devon, where the difference between a café closing in winter or surviving often comes down to repeat custom, word-of-mouth, and standing out just a little bit — these micro details matter. Maybe more than we think.
If you’re setting up a café or running a pub or coffee shop, don’t treat the “loo” as an afterthought. Treat it as part of the brand. Because sometimes, the difference between “nice day out” and “memorable day” is whether it’s worth sending a photo of the loo to your friends.
Original Article: In Nigeria’s Nightclubs, The Bathroom Selfie is King or Rather Queen
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