Snap Rolls Out This Tiffany Approved AR Tech, Debuts Public Facing Exhibit for LFW
Snap and Vogue are launching a 16 day augmented reality AR exhibition to coincide with London Fashion Week. The show, Vogue x Snapchat: Redefining the Body is curated by Vogue’s Edward Enninful.
The immersive public facing exhibit will showcase how AR is redefining the way we experience fashion. Six custom designed rooms have been curated in tandem with Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Thebe Magugu and Versace and feature augmented reality and virtual try-on experiences.
There will also be talks, masterclasses and tours hosted by faces from across the worlds of fashion, beauty, tech, innovation and culture with designers including Christopher Kane who will also present his Fall ’23 collection on February 19 during London Fashion Week.
Snap powers virtual try-on experiences for fashion and beauty brands across the board from Gucci, Dior and Estée Lauder on the luxury side to to MAC, H&M and Puma on the high street. The platform has partnered with Gucci on an AR sneaker try-on experience and on AR sunglasses try-on for Dior. Its technology has also empowered Estée Lauder and MAC customers the select the best shade of foundation and eye color for their skin tones while shopping online.
From a business point of view, “AR has so much potential to transform operations from enhancing the in-store experience, to reducing returns,” said Snap global head of luxury, Geoffrey Perez via email.
Latest product Snap is rolling out to developers via its Lens Studio is Ray Tracing. The technical capability enhances the realism of AR by reflecting light on digital objects — especially important when it comes to jewelry and high price point items.
Tiffany premiered the technology last year at the LVMH brand’s exhibition at London’s Saatchi Gallery where visitors were able to virtually try on its famous 128.54-carat Tiffany Diamond.
While prior to Covid AR projects were more focused on creativity than product, Perez maintains that “the pandemic forced brands to take products outside the physical store and now what we’re really seeing is brands exploring how they can merge the two — combining the art and creativity of the brand, and the science of sales.”
Going forward, the focus is “elevating the shopping experience,” to help people discover and try products prior to purchase and “allowing brands to be more entertaining and immersive with their offering.”
“Merging the playfulness and the utility will be something to look for in the upcoming months and years,” he says. “The technology is here, the potential is huge and the journey is really only just getting started.”
The London exhibition follows a showcase in Cannes last summer during the Cannes Film Festival. Perez likens the experience to “stepping into the mind of some of the world’s most iconic designers where you’re able to don incredible outfits just by standing in front of a mirror.”
The exhibition will be open to the public in London at 84-86 Regent Street from Saturday 18 February until Sunday 5 March. Admission is free and you can reserve tickets here.