Tiffany and Cartier aren’t the first brands to partner with Snap’s AR. Louis Vuitton teamed up with artist Yayoi Kusama to create a filter on Snap that overlays signs around the world with Kusama’s trademark polka dots. Snap has already partnered with Dior, Gucci and Prada using virtual testing technology.
“Brands are tapping into Snapchat’s predominantly Gen Z community to make the world a little more interactive and a little more fun,” said Jeffrey Perez, Snap’s head of luxury.
The Cartier Tank watch experience uses an augmented reality filter to transport the user to the Pont Alexandre III bridge in Paris. The virtual experience allows you to see four clock iterations at different times over the past 106 years and then look around the bridge and other pedestrians to get a sense of that era.
Tiffany, on the other hand, uses ray tracing technology, a technology used in video games, which realistically shows the movement of light on AR objects. For the jewelry company, it means that the unique sparkle of metal and diamonds can be translated into AR. Neither Cartier nor Tiffany returned requests for comment.
Xiu Jiang, a doctoral candidate at the University of Georgia, presented a study at last year’s Apparel Conference on how AR affects 134 people of this age, Gen. Z. Jiang, and how AR affects their purchasing decisions. She found that two things led people to buy a product after experiencing it in AR: interactive and virtual experiences.
The Cartier time-travel experience is an example of interactivity. Jiang says Gen Z doesn’t want a product to be featured in an ad, but to see how it fits into a larger story or movement, AR is determined to make something unique.