Snapchat launches the first collaborative experience Ar «Lens Local» in London

Snapchat launches the first collaborative experience Ar «Lens Local» in London

After announcing «local objectives» at its partner summit in June, the first activation of this type by Snapchat is now active, with Carnaby Street in London, the website of the new collaboration project «City Painter».

As you can see in the video, the «local lenses» essentially allow users to interact with an AR overlapping of a real world position. You can practically paint what you want in stores and streets and your contribution will therefore be visible to any other Snapchat user who visits the site.

The process is essentially an expansion of the «Snapchat AR» of the «Landmarkers» option, which allows users to apply objectives that interact with global reference points, such as the Eiffel Tower, the Buckingham Palace or the Flat Iron building in New York.

The local objectives apply the same approach, but on a larger scale, mapping entire roads in the RA and creating a digital recreation of space in continuous evolution.

In the end, this could lead to completely new and interactive AR experiences, how to get overwhelming from a menu when you pass the mouse in a restaurant or when you check the times of a cinema. But at the moment, Snapchat is in the first phase of the implementation of its map of the AR space; And interactive digital art spaces like this are the next phase of this process.

Facebook knew in the same way with its virtual slam artistic installation project in 2017, while Snapchat also tested its digital art displays which practically position a work of art in a designated space that people can visit. But this is the first time that Snapchat has offered an interactive element, carrying its digital installation tools at a higher level, which, as noted, could indicate the subsequent phase for AR implementation.

This is likely to connect to AR glasses, whether or not Snapchat could develop. While Facebook as Apple will surely develop them. In fact, it is possible that, rather than evolving its product spectacles, Snapchat can try to collaborate with Apple for its AR glasses, since Snap worked with Apple in the past on various AR tools.

A combined approach to the Apple Apple / Snapchat devices could be what they both need to be able to challenge Facebook, which quickly moves on its «Project Air» prototype.

The portable ar is clearly the next phase, and it is not yet 100% clear because Snapchat plans to follow this change, when it finally arrives.

The «local lens» is clearly a step in this direction, but how, exactly, Snapchat plans to evolve its glasses in a completely functional AR tool, we do not yet know.

In any case, this is another interesting development, which aims for the next phase of digital engagement with real world spaces. And this, in the end, will also facilitate new opportunities for advertising and awareness through it.

See!