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Instagram We Love: @MatchbookDiaries

Our favorite restaurant memento immortalized on the (social media) page

Instagram We Love: @MatchbookDiaries

Two things we love here at Lonny: clever use of social media and great branding. Matchbook Diaries, an Instagram account run by Manhattan-based photographer Charlie Clarke, makes use of the app's all-white profile backdrop to feature New York City restaurants' most classic memento with pop-art appeal. Striking in the gridded Insta display, matchbooks from storied standbys such as 21 Club, Gramercy Tavern, and Sant Ambroeus pop alongside keepsakes from of-the-moment spots like Egg Shop and Gato

Instagram We Love: @MatchbookDiaries

For Clarke, the account serves not only as a "hit list" of top-tier, match-wielding eateries, but as a sort of working heirloom. "My grandfather had hundreds of them organized into huge collages in frames in his bar room," he recalls. "They told a story of where he had been through the places he had eaten and stayed, and I wanted to have the same thing when I got older." Remind us to hit the hostess stand after our next great meal.

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