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Do Not Instagram These Pink Houses, They Are A PR Stunt To Sell Rosé

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Millennial pink. Canned rosé. Pop-up art installation. These might sound like the nonsense ramblings of a baby boomer trying to fit in undetected among The Youths, but, actually, they're descriptions of Pink River Rosé, the conceptual art project that went up in Mid-City this weekend. It has now been revealed that Pink River Rosé is a collaboration between conceptual artist Matty Mo (a.k.a. The Most Famous Artist) and Nomadica Wine, a new L.A.-based canned-wine brand that allows you to chug from a six-pack with all the elegance and poise of Grace Kelly.

A publicist for the project sent LAist this statement on Tuesday: "This ephemeral conceptual art project has been a hot spot for Instagram celebrities and neighbor controversy all weekend and is serving as a jumping off point for a conversation about community, development, public art, social media and of course, the buzzing, new canned wine brand that celebrates artists and winemakers."

So, to recap, in celebration of National Rosé Day (which was this past Saturday, in case you forgot to check your college roommate's sister's best friend's Facebook feed), The Most Famous Artist painted a block of mid-Century homes slated for demolition bright pink, all "in the name of art."

The neighborhood isn't exactly thrilled about the new color scheme, either, Curbed reports; Laura Anderson of the Faircrest Heights Neighborhood Association told them she's reached out to the artist to find out when it'll be painted a more subdued color. For now, the pop-up installation is attracting a slew of Instagram-hungry millennials swarming the premises in search of fresh meat, after wringing all the social media content possible out of West Hollywood's erstwhilepink Paul Smith wall.

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The installation will be up until later this month, when the homes are scheduled to be demolished and replaced by a high-rise. (Somewhere out there, in the canyons, Joni Mitchell is crying softly.) You're welcome to stop by 1500 Hi Point Street, knock back a few cans of rosé and pose for endless Instagram selfies against the hot-pink buildings, but we just want you to know that that's exactly what the Man expects you to do. Don't say we didn't warn you.