Snapchat announces launch of immersive augmented reality high street on Brick Lane in East London

Snapchat has launched an immersive high street experience, Snap Street, set to open in East London this October.

The Ely’s Yard building in Brick Lane will be transformed into an actual indoor high street with shop-fronts showing off the augmented reality (AR) experiences available on Snapchat - curated by brands like Depop, Boots, and Cosmopolitan.

Free to attend, and open for one weekend only (Saturday 19th - Sunday 20th October) Snap Street will imagine what a high street might look like in the future.

Depop will debut The Depop Claw Machine, offering visitors the chance to win some circular fashion, including streetwear, designer styles and exclusive Depop merch.

Visitors can also immerse themselves in the world of Depop using the Snapchat x Depop AR Mirror. From 12-2pm on Saturday, shoppers can get creative and make a free personalised phone charm with help from Depop seller @SantexSante.

At Boots, customers will be in with a chance to grab products from new and trending beauty brands that have recently joined its lineup, such as Made by Mitchell, Beauty Crop & Milk, whilst also trying out a whole new makeup look using AR at the Snapchat x Boots vanity mirrors.

On Saturday from 3pm to 6pm, Boots will help you get your glow across their Skin, Makeup, Hair and Fragrance stations with MUA’s and Hair stylist ready to get you your weekend look, with brands such as Drunk Elephant, Huda, Kerastase and Kayali.

Cosmopolitan will have a pop-up newsstand on display for people to grab a free copy of the latest edition of Cosmo, plus you can play at being a cover star for the day with an exclusive Snapchat AR lens.

Ever wondered what it’s like to work at a glossy? The team will be on hand to give all the gossip. Alo Community Instructor Kelly Rose Marks will be hosting a free invigorating yoga flow led on Saturday morning (all levels welcome).

Snapchat will be pouring free coffees for shoppers of Snap Street from the ‘Ghost Cafe’, and there will be more opportunities to get hands on with other Snapchat curated AR technology for free.

Ben Wymer, Director of Global Brand Experience at Snapchat, says: “Snap Street will recreate the joy of Snapchat IRL with an experiential shopping destination for our users, their friends and family.

“We’ll be showing how our pioneering AR technology allows users to experience on screens how products look and behave in the real world, paving the way for a more personal experience for consumers, and more engaging retail opportunities for brands.”

“We couldn’t think of a better way to bring the thrill of shopping for fashion and beauty on Snapchat alive than through Snap Street, a unique and truly immersive retail experience for everyone.”

Snap Street is open to the public (no tickets required) on Saturday 19th October from 10am to 6pm, and Sunday 20th October from 10 am to 4pm. You can book to join the free bead making and yoga sessions here.

2024 RTIH INNOVATION AWARDS

AR is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.