BY EVA MAYS
In 2019, the fast-fashion retailer Forever 21 announced it would be closing its location at the Morgantown Mall, along with over 100 others, due to bankruptcy proceedings. When the space across from the food court was vacant, Morgantown business owner Brittany Anne Fink had a unique idea. She reached out to her friend Nicole McKinney and made a pitch: Together, they should transform the former clothing store into a selfie studio.
Selfie studios provide areas equipped with lighting, backdrops and props so people can take selfie photos. Though still usually only seen in large cities, they have become increasingly popular throughout the world over the last decade, thanks to the meteoric rise in the use of social media.
“Nicole and I saw this opportunity for something fun and different in Morgantown,” Fink said in a recent interview. The Forever Rose Room, as Fink and McKinney christened their new business, opened in March.
Fink is also the owner of Brittney Anne’s Events. Through her work as an events planner, she had a large inventory of backdrops and props that she put to use at The Forever Rose Room. The main selfie room is staged with several Instagram-worthy selfie-taking areas, where patrons can snap photos in front of lush floral walls, a set of angel’s wings made of neon lights, or inside a 10-foot-tall replica of a Barbie box, among other settings.
“It’s allowed us to be creative. Building the things that you see on Pinterest, being able to bring those to life in our area has been really cool,” Fink said.
Some dressing rooms of the former clothing store retained their original function for wardrobe changes, while others were transformed into individual photo booths, each with a different look.
“The creativity behind it was just so fun,” Jillian Bartel, a recent customer, said. “I had seen selfie studios on TikTok before and I was so excited to have one in our area.”
Staff members give tours to newcomers, pointing out the various backdrops and photo opportunities.
“The people working at the Rose Room were so friendly and showed me everything I needed to know,” Bartel said. “It can be intimidating to take pictures in a space with a bunch of other people but everyone was helping each other up and having so much fun. I will be going back to take my graduation pictures there.”
The sets are refreshed regularly and the owners take care to provide areas that reflect upcoming holidays. Ticket holders are given a ring light and remote control for their phones and instructions on how to use them. Those who are not inclined to take selfies can bring a photographer.
Anyone entering the establishment must have a ticket. These can be purchased in advance on the website (https://www.foreverroseroom.com/) or can be bought at the door. Tickets are for one-hour slots, during which unlimited photos can be taken. The Forever Rose Room is open 3-8 p.m. Monday through Wednesday, 11 a.m.-8 p.m. Thursday through Saturday, and noon-6 p.m. Sundays.
The Forever Rose Room also functions as an event space for birthdays, bridal or baby showers, and other occasions. The rental fee includes the usual offerings of table linens and seating but also allows guests to use the selfie areas.
Fink and McKinney hope to accommodate special events at the Forever Rose Room. On May 20 they will host “Paint, Sip & Selfies.” This will include a one-hour painting session, a one-hour selfie session, two drink tickets, and light appetizers. Tickets, which can be purchased at https://www.foreverroseroom.com/selfie-studio, are $45.99. Those who will not be consuming alcohol can purchase tickets for $39.99.
