The owner of photo messaging app Snapchat first became
popular with young users for its early forms of augmented reality (AR), such as
photo filters that could superimpose dog ears onto a person's photo, or add a
dancing hot dog to a video.
Snap has since staked its future on advancing the
technology, launching AR-enabled eyewear and acquiring startups that develop
technology to allow users to virtually try on clothing.
The new studio, Arcadia, will help brands build AR
experiences not just for Snapchat, but any other social media apps or websites
where it wants to place content, said Jeff Miller, global head of creative
strategy at Snap.
"The goal is to push the boundaries of what's possible
in AR," he said.
P&G Beauty, Verizon Communications, and entertainment
company WWE are Arcadia's first clients of record, meaning the studio will
handle the brands' AR work and strategy, Snap said.
Arcadia, which will operate as a division of Snap, will also
work with companies in a project-based capacity, or provide advice to brands
and ad agencies through workshops, it said.
Snap will announce a leader for Arcadia in the coming weeks,
and the division is expected to have between 25 to 50 employees within the next
few months, Miller said.
On Monday Arcadia launched its first AR project with
fast-food chain Shake Shack at one of the its New York restaurants.
Visitors to the restaurant can open the Snapchat app and
scan a code which will let them virtually try on "Snap Shack" branded
clothing and purchase items on their phone, or to see a dancing cheeseburger,
hot dog and french fry in the restaurant. © Reuters
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