The warehouse is where home, car, and market converge for influencers.

Evidence

Yet, at the same time, in influencer culture the warehouse regularly serves a role closer to that of the garage, at least when we described the garage as an “any-space-whatever,” a “perfectly singular space, which has merely lost its homogeneity, that is, the principle of its metric relations or the connection of its own parts, so that the linkages can be made in an infinite number of ways. It is a space of virtual conjunction, grasped as pure locus of the possible.” As a background of influencer culture, the warehouse shifts from a space of storage and logistical coordination, often on the margins of urban centers of technology, entertainment, and finance, to a space that can become an office, a space of spectacle, a space that replaces the domestic interior of the home. In influencer culture, the warehouse is the point where home, car, and market converge. … The warehouse is a background that can transform anything into a shippable object to be sold. While the “content” of the warehouse is, in many ways, undetermined, its “form” is necessarily about converting whatever it holds into a commodity in circulation; anything can be content, as long as content is a synonym for product. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 292

Categorization

• DEFINE: Core to the four-infrastructure model: the warehouse’s form converts anything into a commodity in circulation.
• XREF: Ties directly to my goal of analyzing a real creator through the four infrastructures — warehouse as site of commodification.