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 can see 5 digital ‘monuments’ positioned round LA “that discover historical past and illustration for communities” throughout the area.

As you’ll be able to see within the video, the brand new digital monuments will probably be viewable by the Snap digital camera, enabling customers to interact with these expanded installations, whereas additionally opening up the tasks to new audiences all over the world.

As defined by Snap:

Designed to be skilled at areas across the metropolis by the Snapchat Digital camera, you could 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 in search of their markers on the Snap Map.” 

The brand new mission 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 putting digital sculptures in varied areas for Snap customers to examine.

Snapchat Jeff Koons

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

By such experiments, Snap is offering a brand new pathway to not solely utilizing AR for novelty or gimmick-driven functions, but in addition to advance the medium, and set up it as a real artwork type, 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 ingredient, whereas additionally enabling Snap to construct a real inventive tradition round AR instruments, somewhat than merely trying to maximize primary engagement and metrics.

By this mission particularly, Snap can be trying to maximize advocacy and illustration in its artwork tasks, and it is one other highly effective instance of how trendy choices are advancing our inventive 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 realize 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 following era, for instance, will solely know a world the place AR has existed, and the subsequent cohort of creators are more and more more likely to be digital artists, armed with AR experience. 

That can enhance viewers expectations across the identical, and shortly, each artwork gallery will have to be investing in AR instruments to facilitate expression. 

The AR shift will probably be vital, and Snap seems to be set to be a major a part of it.

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



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