Snapchat has launched a new digital art project, in collaboration with the Los Angeles County Museum of Artwork (LACMA), which is able to see 5 digital ‘monuments’ positioned round LA “that discover historical past and illustration for communities” throughout the area.

As you may see within the video, the brand new digital monuments might be viewable by way of the Snap digital camera, enabling customers to have interaction with these expanded installations, whereas additionally opening up the initiatives to new audiences all over the world.

As defined by Snap:

Designed to be skilled at places across the metropolis by way of the Snapchat Digicam, you’ll 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 challenge is the most recent in Snapchat’s ongoing exploration of AR as an inventive 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 numerous places for Snap customers to examine.

Snapchat Jeff Koons

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

By means of such experiments, Snap is offering a brand new pathway to not solely utilizing AR for novelty or gimmick-driven functions, but additionally 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 might be an necessary ingredient, whereas additionally enabling Snap to construct a real artistic tradition round AR instruments, relatively than merely trying to maximize fundamental engagement and metrics.

By means of this challenge particularly, Snap can also be trying to maximize advocacy and illustration in its artwork initiatives, and it is one other highly effective instance of how fashionable choices are advancing our artistic capability, and offering new methods for artists to attach with new audiences.

That might be necessary, in additional methods than one – whereas it additionally allows Snap to stay on the forefront of the rising AR shift, which is about to achieve vital momentum with the arrival of AR-enabled wearables and different gadgets.

Snap’s work right here is definitely extra necessary 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 prone to be digital artists, armed with AR experience. 

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

The AR shift might be vital, and Snap appears set to be a big a part of it.

In the event you’re not in LA, you may view Snapchat’s new digital monuments by way of the LACMA website.