How viral events are being shut down because Gen Z who can't bear to miss out come flocking for social media content (and make them 'hellish!')

What do Hailey Bieber's Rhode Beauty,Everyman Cinemas and Columbia Road in East London have in common?

Over the past six months,they've all hosted small events that have inadvertently set the internet alight - and become social media fodder for Gen Zs chasing TikTok views. 

Last weekend,Rhode Beauty - which was founded by Justin Bieber's wife in 2022 - hosted a pop-up in London,where fans could snap up one of their best-selling Peptide Lip Treatments for free.

However,the pink photobooth proved to be so popular that members of the public had to queue for seven hours.

Meanwhile,hundreds of TikTok vlogs from the pop-up,which was in Marylebone for one day only,have amassed millions of views on the video-sharing app.

TikTok is full of clips of people running through lavender fields,Pooja Bera is pictured in Hitchin

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'To destroy it for a 10 second photo is a bit of a shame.'

Photos show influencers travelling to the farm from as far as Australia,taking props including dozens of balloons to pose up a storm.

One travel blogger wrote that she's  'been photographing different angles recently' as she shared a snap lying in the field.

'I was getting in a habit of just standing in front of locations and I thought I could actually do something more unique,' she said.

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