Sovran Self Storage Inc., the real estate investment trust (REIT) that operates the Uncle Bob's Self Storage brand, orchestrated an elaborate April Fools’ Day prank last week when it promoted the launch of its fictional “Selfie Studios.” The company claimed it would designate storage units in select markets as photo studios for customers looking to take a self-produced photo. The units would feature a variety of backdrops, lighting, mirrors, props and selfie sticks. Free Wi-Fi would also be available for live streaming to social networks.

The company claimed in its press release that the service would be geared toward people who experience “selfiephobia,” the fear of taking photos in public places. It also stated the social media aspect of the service would likely attract people who like to take selfies. The REIT said it came up with the idea after realizing some of its customers were renting units to store props for selfies or even using the space to enhance their selfie lifestyle.

“This strategic move will give us a strong edge in a highly competitive storage landscape,” said Ed Killeen, chief operating officer. “We live in a digital age, but the fact remains, people want to create their visual content within a safe and creative environment. Our selfie-storage units will offer just that—a comfortable yet professional environment for a fraction of the cost of a professional studio.”

The studios were said to be targeted for markets in several cities. “Cities like Buffalo will love selfie storage. Space is at a premium, and no one likes to be the person holding up traffic by taking a selfie in the middle of a sidewalk,” said Ryan DiMillo, director of digital marketing.

A link at the end of the online release inviting readers to reserve studio space opened to a new Web page displaying the message, “April Fools!” Uncle Bob’s did, however, invite its customers to share their “storage selfies” on the company’s social media pages and tag them with #SelfieStorage.

Based in Buffalo, N.Y., Sovran operates more than 500 facilities in 26 states. Its portfolio of owned and managed facilities comprises more than 36 million square feet.

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