- Snap has teamed with the Fine Arts Museums of San Francisco to create an augmented reality (AR) try-on experience inside a recent art exhibition,“Fashioning San Francisco: A Century of Style,” according to details shared with Marketing Dive.
- With Snap’s AR Mirrors technology, museum visitors will find a way to virtually try on three evening ensembles from the exhibit. The experience might be offered throughout the installation, which runs from Jan. 20 to Aug. 11 within the museum’s de Young facility.
- Snap has previously worked with artists and institutions, though its latest move marks the primary time its AR Mirrors have been featured in a U.S. museum. The effort signals the continued bets the corporate has placed on the buzzy tech that overlays virtual images on real ones.
Even as Snap works to grow its artificial intelligence know-how, the partnership with the de Young underscores how AR stays a top priority. Using Snap’s AR Mirrors tech, exhibition visitors will find a way to immerse themselves within the creative vision of designers comparable to Yves Saint Laurent, Valentino and Kaisik Wong. The move could help the museum effectively reach digitally native young consumers, like Gen Z.
“Our partnership with the Fine Arts Museums of San Francisco is a testament to how augmented reality can infiltrate culture, encourage creativity and self-expression, and convey historic couture to life like never before,” said Rajni Jacques, Snap’s global head of fashion & beauty, in an announcement.
Snap has a history of working with artists and artistic institutions, comparable to Alex Israel, Christian Marclay and Damien Hirst, together with France’s the Louvre. However, its latest move marks a primary for its AR Mirrors being featured in a U.S. museum. Other activations using the tech have included collaborations with brands like Nike and Verizon.
Similar plays by Snap have included a 2022 tie-up with The Los Angeles County Museum of Art for a digital series inclusive of three artistic AR experiences accessible through Snapchat. Outside of Snap, marketers have looked to AR as a tool to add one other dimension to art. In recent months, Chips Ahoy and Verizon have used AR to enhance art exhibits by multicultural youth and to bring elements of The Metropolitan Museum of Art to gaming platform Roblox, respectively.
Snap reported a 5% year-over-year revenue boost to $1.19 billion within the third quarter of 2023, per an earnings statement. Positive revenue growth followed a stretch of declines earlier within the yr, including its first-ever quarterly revenue fall in Q1. The company is anticipated to report its Q4 2023 earnings on Feb. 6.
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