Tiffany & Co. has partnered with Snap to introduce augmented reality (AR) to the US Open, offering attendees the chance to interact with digital trophies and play with a digital, diamond-encrusted tennis racket. A notable aspect of this project is the idea of expanding access to luxury through AR, allowing more people to engage with high-end goods and experiences. Tiffany & Co. has been a pioneer in AR, using Snap's "ray tracing" technology earlier, enabling digital try-ons and purchases of its products. With more luxury brands turning to AR and with Snap's extensive user base, this move aligns with the broader trend of blending the physical and digital realms, which is a focus for brands offering phygital experiences.
Fashion and luxury brands have increasingly adopted AR, leveraging its practical potential during the pandemic, including trying out products in the consumers' own environments. Now, they are using AR in diverse ways, such as location-based installations or remote experiences. AR mirrors, like the one used in the US Open installation, have evolved, simplifying the consumer's interaction with AR technology.
Snapchat's AR mirrors, part of its AR Enterprise Services, enable users to engage with digital elements and capture images using integrated cameras without requiring a separate app. Luxury brands are also looking to sports for marketing opportunities, with Tiffany & Co. having a long-standing relationship with the United States Tennis Association.
