Snap links antiquities with top-tier tech at the Louvre
The app best known for messaging, maps and funny filters is evolving to dominate in the world of augmented reality.
It’s the app best known for messaging, maps and funny filters – and it is now evolving to dominate the world of augmented reality.
Snap, which shot to prominence with Snapchat, shares its more serious applications for its tech in tomorrow’s The Weekend Australian Magazine – and in an Australian-first, readers can experience first-hand how augmented reality, AR, is about to shake up the art world.
Using a QR code and mobile phones, readers can unlock a second digital magazine cover, and discover how Snap’s Paris-based AR Studio has delivered the Louvre museum’s groundbreaking Egypt Augmented exhibition.
The Evan Spiegel-led platform has developed AR for luxury brands, music labels, media and culture – anything you can point your phone at – including priceless ancient artefacts at the world’s most famous museum.
Snap’s Paris-based AR Studio director Donatien Bozon said the concept of augmented reality was fundamentally about “technology overlaid on the real world” – without the need for glasses or a headset.
“When we first discussed this with the team at the museum, they told us they had challenges trying to explain the works of art, especially the antiquities, to the public,” said Bozon.
“They see people walking by and just giving a quick look over the shoulder as they pass. It is very frustrating for them because these pieces of art are invaluable; they wanted a new way to explain the story behind them.”
While memojis and avatars are entry-level AR technology, today AR is increasingly used to add an extra dimension in design, education, and the workplace.
“With AR technology, the world becomes a canvas and then you can do whatever you want,” Bozon said.
Tony Keusgen, Managing Director, Australia and New Zealand, at Snap Inc. said: “At Snap, we’re continuing to push the boundaries of creativity and explore how augmented reality can enhance the world around us. The Weekend Australian Magazine occupies a legendary place in the Australian publishing landscape, with some of the finest journalism and in-depth reads to be found in this country. It’s been inspiring to collaborate with the team on this deeply immersive AR cover moment, our first in Australia, which will transport Aussies to Paris through the magazine and Snapchat, this weekend.”