Following its preview at Dior’s Paris location on Thursday, the Maison’s first augmented reality collaboration with Snap is set to go global.
Dior worked with the social media company on new AR experiences in honor of its capsule collection with luggage company Rimowa and debut of a new personal clutch.
The goal is to offer patrons an “increased luxury” experience, while leaning into a bit of fun and whimsy.
For instance, the Face Lens frames the user’s visage with elements from Dior’s Oblique creative, such as logos and clouds. The World Lens, which draws on the collection’s advertising campaign by Steven Meisel, features a futuristic car with virtual suitcases by Dior and Rimowa set inside. Snap Inc. said the lenses will take the creations of Kim Jones, Dior Men’s artistic director, and Rimowa and “bring [them] to life.”
A scan of a specially created Snapcode, available onsite, unlocks yet another AR experience called Marker Tech. The latter lens layers a 3-D virtual clutch over the smartphone camera’s view of the real world.
During the Paris preview of the tech on Thursday, the lenses were geofenced to the Champs-Elysées store — which means that people could only experience the features when they were physically on location. The lenses will remain there for a week, then make their way to Dior’s Miami and Dubai stores in early December, before rolling out globally across all stores in January.