At the U.S. Open, which runs through September 10, luxury jewelry brand Tiffany & Co. is partnering with Snap Inc. and USTA to provide visitors with an interactive experience using immersive AR mirrors.
Tiffany x Snap AR Experience at U.S. Open
At the Tiffany & Co. interactive booth set up at the venue, visitors can look into a high-tech AR mirror play a virtual swing with a diamond-studded digital tennis racket, and engage with the brand’s iconic trophies. Through the AR mirror, they can also take photos as if they were actually holding the virtual items.
Tiffany & Co. has adopted Snap’s AR Enterprise Services (Ares), an augmented reality service for enterprise customers, for the first time for its installation at the U.S. Open. By installing Ares, the companies are able to integrate immersive AR technology into their websites, apps, and live performances, and once deployed, they can easily offer AR try-ons in their apps to their customers.
This is also the first time Tiffany & Co. has introduced a physical AR mirror. While many retailers have introduced smart mirrors in the past, Snap’s Ares AR mirror includes technology specifically designed for physical screens, which not only displays interactive digital elements on the user’s reflection but also allows the built-in camera to capture images. The use of this new generation of AR is also ideal for transforming the way brands interact with consumers, driving increased engagement and revenue.
Tiffany & Co. has a long-standing relationship with Snap Inc. and has been an active adopter of AR in the past. The company is the first brand to utilize Snap’s ray-tracing technology, which enhances the realism of AR by reflecting light onto digital objects.
Last summer, Tiffany & Co. also used AR to provide a virtual try-on experience of the famous Tiffany yellow diamond (128.54 carats) at an archival exhibition held at London’s Saatchi Gallery. Also in February, Tiffany & Co. used AR to allow customers to digitally try on and purchase bracelets from the Tiffany “Lock” series.
Tiffany & Co. has been making singles and doubles trophies for the U.S. Open since 1987.
And now, Tiffany’s AR mirror experience, which shines behind the scenes at the 2023 U.S. Open, has created a new form of interaction with customers and is sure to enhance the brand’s presence.
The Growing Use of AR in the Fashion World: From fitting to landmarking
In recent years, fashion brands with physical stores trace an increasing need for the application of AR to streamline the fitting process both in-store and online.
Last September, during New York Fashion Week, AR fashion platform ZERO10 launched its first AR-integrated retail pop-up at Crosby Studios in Soho, which became a hot topic. At the venue, visitors were able to try on five digital items created by ZERO10’s AR fashion technology. It also included the feature to take a photo that made the clothes look like they were actually worn, send the image to an iPhone, and share it on Instagram Story.
Recently, Zero10 offered an AR mirror experience that animates the “JD Sports x Nike Need it Now collection.” The company allowed visitors to virtually try on items from the collection at its stores in New York and Chicago. They also collaborated on the Tabby bag installation at the COACH Soho store in New York City, as well as the launch of Tommy Hilfiger’s “Tommy X Shawn Classics Reborn collection.”
In addition, the collaboration with Yayoi Kusama announced by Louis Vuitton in January used AR as part of the campaign, showing landmarks around the world virtually decorated with Kusama’s iconic colorful dots.
These AR technologies are now playing an important role in the fashion industry, and many brands, including Tiffany & Co., are exploring their potential. Looking to the future, the evolution of AR is certain to bring further change to the industry, offering a wide range of new experiences and creative possibilities.