Marketing
Tuesday April 13, 2021 By David Quintanilla
Snapchat Launches New AR Art Project Which Places Digital ‘Monuments’ Across LA


Snapchat has launched a new digital art project, in collaboration with the Los Angeles County Museum of Artwork (LACMA), which is able to see 5 digital ‘monuments’ positioned round LA “that discover historical past and illustration for communities” throughout the area.

As you may see within the video, the brand new digital monuments might be viewable by the Snap digicam, enabling customers to have interaction with these expanded installations, whereas additionally opening up the tasks to new audiences world wide.

As defined by Snap:

Designed to be skilled at areas across the metropolis by the Snapchat Digital camera, you’ll find them at websites together with LACMA, MacArthur Park, Earvin “Magic” Johnson Park, and Los Angeles Memorial Coliseum. These within the space can uncover the digital monuments simply by searching for their markers on the Snap Map.” 

The brand new challenge is the newest in Snapchat’s ongoing exploration of AR as a creative medium, and a type of presentation for contemporary artworks.

Again in 2017, Snapchat launched its first major AR art installation project, with artists like Jeff Koons inserting digital sculptures in numerous areas for Snap customers to examine.

Snapchat Jeff Koons

Snapchat has additionally labored with British painter Damien Hirst on a charity-inspired AR artwork challenge, whereas it additionally launched its first ‘City Painter’ collaborative AR artwork challenge in Carnaby Avenue in London late final yr.

Via such experiments, Snap is offering a brand new pathway to not solely utilizing AR for novelty or gimmick-driven functions, but additionally to advance the medium, and set up it as a real artwork kind, offering a platform to current these new works to large-scale audiences. And with the expansion of digital artwork by way of NFTs, that may very well be an vital factor, whereas additionally enabling Snap to construct a real artistic tradition round AR instruments, slightly than merely seeking to maximize primary engagement and metrics.

Via this challenge particularly, Snap can also be seeking to maximize advocacy and illustration in its artwork tasks, and it is one other highly effective instance of how trendy choices are advancing our artistic capability, and offering new methods for artists to attach with new audiences.

That may very well be vital, in additional methods than one – whereas it additionally permits Snap to stay on the forefront of the rising AR shift, which is ready to achieve vital momentum with the arrival of AR-enabled wearables and different units.

Snap’s work right here is definitely extra vital than many understand. The subsequent technology, for instance, will solely know a world the place AR has existed, and the following cohort of creators are more and more more likely to be digital artists, armed with AR experience. 

That can increase viewers expectations across the similar, and shortly, each artwork gallery will must be investing in AR instruments to facilitate expression. 

The AR shift might be vital, and Snap seems to be set to be a big a part of it.

For those who’re not in LA, you may view Snapchat’s new digital monuments by way of the LACMA website.



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