Snap Reveals New Augmented Reality Features for Events, Businesses

At its 2023 Snap Partner Summit, the social platform revealed new augmented reality features coming to Snapchat via the AR Enterprise Services (ARES) technology suite.

As part of Snap’s multi-year partnership with concert promoter Live Nation, the company will bring AR experiences to 16 music festivals around the world, including Lollapalooza in Chicago and Governors Ball in New York.

Snap’s AR Compass and 3D map technology will be available to festival attendees, who will also have access to custom AR lenses that can be used in Snaps in the Snapchat application.

Through an integration with live event visualization company Disguise, Snap AR technology will also be brought to a number of venues and tours, allowing attendees to see AR content through Snapchat’s camera that can interact with the on-stage visuals.

Snap will also partner with DJ Kygo to create augmented reality experiences for some of his summer concerts this year.

For businesses, Snap added AR Mirrors to its ARES technology suite. AR Mirrors enable businesses to bring augmented reality features to their physical stores and events so that customers and guests can virtually try on products, learn more about items and more. This technology has already been used in-store by brands like Nike.

In addition, Snap’s AR Mirror technology will be introduced in select Men’s Wearhouse locations in time for prom season, allowing customers to virtually try on clothing and accessories before making a purchase.

“At Men’s Wearhouse, we dress our customers for the most important moments in their lives,” said John Tighe, president of Tailored Brands, which owns Men’s Wearhouse. “We are proud to launch digital partnerships and store innovations specifically geared toward how high school students want to shop and prepare for prom. We are excited to offer these younger customers experiences in-store and online to make the shopping experience easier.”

Snap also partnered with Coca-Cola to create a prototype AR-enabled vending machine that shoppers can interact with using hand gestures.

Finally, for Snapchat users, Snapchat’s camera will be updated to make it easier to add augmented reality lenses to their Memories. A user’s recent content will be pictured alongside Lenses at the bottom of the Snapchat camera. Snapchat’s Lens Carousel algorithms have also been updated to “recommend Lenses based on Snapchatters’ unique preferences.”

The app will also begin recommending Lenses to users based on the context of the photo or video they’re sharing.