Renowned jewelry brand Tiffany & Co. has partnered with Snap to introduce an interactive AR experience at the U.S. Open.
Playing with Diamond-Studded Rackets
The collaboration between Tiffany & Co. and Snap brings AR mirrors to the U.S. Open, offering spectators the opportunity to interact with digital trophies and play with diamond-encrusted digital tennis rackets. This AR mirror installation will be available for viewing until September 10.
AR technology has the potential to broaden access to luxury experiences while AR mirrors can provide a diverse range of interactions. This campaign also underscores the luxury brand’s ongoing commitment to sports. Geoffrey Perez, Snapchat’s global head of luxury, noted:
“Luxury brand Tiffany & Co. Are learning how to leverage Snap’s AR technology in fun and engaging ways.”
Tiffany & Co.’s Experience with AR
Tiffany & Co. has been an early adopter of AR technology, being the first brand to utilize Snap’s “ray tracing” technology. Ray tracing the realism and accuracy of digital objects by simulating light more realistically.
In February, the brand used AR technology to allow users to digitally try on and purchase its Lock bracelet. This summer, Tiffany & Co. also employed AR to enhance an archival exhibition at London’s Saatchi Gallery, enabling visitors to virtually experience a Tiffany yellow diamond and view a diamond wall within the exhibition space.
AR technology, with its ability to integrate digital elements into the physical world, represents a contemporary application of metaverse technology. It expands the use of digital assets for brands at a time when physical experiences and goods take center stage.
How Luxury Brands are Banking on AR
Fashion and luxury brands have increasingly embraced AR technology in recent years because of its practical potential for bringing products into consumers’ own environments.
Moreover, brands have begun to explore additional uses for AR, extending brand narratives through offline installations and remote experiences. For instance, Louis Vuitton expanded its collaborative campaign with artist Yayoi Kusama, projecting colorful polka dots onto global landmarks.
How Snapchat and Tiffany & Co. Will Collab
Snapchat, boasting over 750 million monthly active users and 397 million daily active users in the second quarter of this year (a 14 percent increase from the previous year), stands as a major platform for these innovations.
The U.S. Open installation was created using Snapchat’s Enterprise product, AR Enterprise Services (Ares), enabling brands to incorporate Snap’s AR features into their websites, apps, and physical locations, with a focus on AR shopping.
This means brands can offer AR fittings within their own apps, without requiring users to download the Snapchat app or possess a Snapchat account. This marks Tiffany & Co.’s first use of Ares, a service announced by Snap in March.
Additionally, this marks Tiffany & Co.’s inaugural use of a physical AR mirror. These new-generation AR mirrors represent an enhanced version of the smart mirrors seen in the retail industry years ago.
Snapchat’s AR mirrors incorporate Ares technology, including features designed for physical screens. They not only display interactive digital elements on the consumer’s mirror but also enable consumers to capture images using an integrated camera.
The beauty of AR mirrors for both retailers and Snap lies in their accessibility. Consumers can experience the technology by simply approaching the screen, eliminating the need for a smartphone, app, or prior knowledge. They can then engage in various AR experiences, such as brand storytelling, games, AR fittings, and more. For example, Coach has integrated an AR mirror into its stores for passers-by to try on.
Jill Popelka, Snapchat’s head of AR enterprise services, remarked:
“Over the past few months, we’ve been excited to see brands leverage our AR mirrors to deliver useful and engaging experiences for consumers.” With the Tiffany & Co. installation, visitors can engage in a virtual tennis match, capture their participation, and easily save and share the content by scanning the QR code on the screen. This experience is free from product obligations or shopping prompts. According to Snapchat, in the days leading up to the U.S. Open, visitors using the AR mirror spanned a wide range of age groups.