Exceptional public buildings are buildings that are commissioned by public institutions with the deliberate and declared intention that they become icons. The recognisability of such buildings and their exposure to a wide audience can support the interests of their producers, who are keen on developing symbolic landmarks of their institutions. Textual and visual online communication can play an important role in boosting exposure and affecting how a building acquires iconic status. Content produced by social media users not only reflects how such buildings are perceived, it also goes on to affect how they perform, that is, what narratives they become associated with and how such association supports their transformation into icons. However, the role of content produced by different actors is unclear. In particular, what differences, similarities and influences exist between public/supply and private/user generated social media content particularly during the early life cycle of a building. This article presents a research methodology that can address these questions. Findings generated by applying this methodology on the case study of Depot Boijmans in the City of Rotterdam are presented. By scraping, filtering, organising and analysing content produced by Instagram users about the case study it was possible to show that that public/supply and private/user generated content converge independently. Textual analysis of posts uncovers an overwhelmingly neutral and positive sentiment in posts. Newness, iconicity and the novelty/firstness of the publicly- accessible- art- storage-concept emerge as central topics and are discussed in equal quantities on both the public and private actors. Post behaviour is characteristically different amongst actors, where public actors tell longer stories than private actors but both coinciding with events. The clustering of photographs of the building reveals a trend towards more than one point of interest. The results demonstrate that the exceptional building currently receives more attention on Instagram than the valuable masterpieces stored within it. This suggests the intended performance is achieved in the short term but its long-lasting effects and its assimilation to become an icon in the Museum Park or even the City of Rotterdam will be tested with time. It suggests the photograph itself becomes an actor in the creation of its iconic status in visual media platforms and recognises the agency of non-persons, and that Instagram is merely one of many (social) media platforms used to do so. This research offers methods and their applicability toward a catalogue for data analysis for architecture and urban studies related to the online performance of buildings.

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