This mezmerizing real-time Instagram site will waste all your time the addictive real-time Instagram site

Do you have work to do? Yes? Okay, forget about all that and take a minute to head over to, a real-time Instagram website that’s so mezmerizing, there isn’t a chance you will get anything done for the rest of the day.

The New York site is part of a larger “This Is Now” ( network of Web apps that use Instagram’s API to stream photos taken in a particular location. co-creator Marcio Puga, a self-described “Brazilian street dog” who currently lives in Sydney, Australia, has also launched This Is Now sites for London, Tokyo, Sau Palo, and Sydney. (The main website,, is down at the time of this writing. Update: It’s back up! Further, we now know that Mauricio Massaia and Per Thoresson also deserve credit for This Is Now websites.)

Photos are chosen to appear on each city’s site based on geolocation data. So if you take and upload an Instagram picture of the Empire State Building in NYC with location services turned on, your picture will automatically appear on the New York This Is now site.

Each picture is clickable, and linked to the photographer’s Instagram profile. Our one complaint is that, when there are pictures flowing in quickly, it can be extremely difficult to click the photo you want to see. A “pause” button would be nice — but that’s just a minor suggestion.

Given the straight-up addictiveness of This Is now, we wouldn’t be surprised if Instagram (read: Facebook) either buys out Puga’s idea, or brings him on as a developer. It’s that good… or we’re just really bored today. Either way, give the This Is Now city of your choice a gander and let us know what you think of the idea in the comments.

Pro tip: You’ll likely have the best experience by clicking on one of the cities where most people aren’t currently asleep. Luckily, Puga includes a clock showing the current time on each city’s site, so you don’t have to do any complicated time zone math.

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