Snap is launching augmented-reality mirrors in stores.


Snap’s Chief Technology Officer Bobby Murphy said, “Our goal is to help people spend more time in the real world than in the virtual world.”

AR mirrors were first tested last fall at Nike’s Williamsburg location in New York, where customers could try on Nike apparel and score discounts by playing an AR game. The experiment was deemed a success, and now Nike is rolling out the technology in stores across the US.

AR has powered Snapchat’s filters and lenses (the company’s in-app AR experiences) for years, but these additional uses of the technology will create a revenue stream for Snap outside of the social media platform’s app.

Last month, Snap launched AR Enterprise Services, or ARES, to sell its AR technology to brands for use in their own apps, websites and stores. AR mirrors are part of that ARES initiative by Nike and menswear.

Today, Snap announced that it is partnering with Coca-Cola to launch a series of AR vending machines in the coming months. When customers wave their hand at the machine, it opens a “portal” where they can get a soft drink, check out merchandise, win prizes and play games, all controlled by hand gestures.

Snap is launching new AR capabilities in the Snapchat app for 16 live music festivals this summer, including Bonnaroo in Tennessee, Governor’s Ball in New York and Lollapalooza in Paris. Audience members can use an AR compass and 3D map within the app to navigate the festivities. And a set with DJ Kygo, also this summer, will feature exclusive visuals only seen through AR.


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