Snap launches augmented reality mirrors in stores

“Our goal is to get people to use their time more effectively in the world instead of immersing themselves in a virtual world,” said Snap CTO Bobby Murphy.

AR mirrors were first tested at Nike’s Williamsburg location in New York last fall, allowing customers to virtually try on Nike apparel and earn discounts by playing an AR game. The test was deemed a success, and now Nike is rolling out the technology to more stores across the United States.

Augmented reality has powered Snapchat filters and lenses (the company’s term for its in-app augmented reality experiences) for years, but these additional uses of the technology create a potential revenue stream for Snap outside of social media platform application.

Last month, Snap launched AR Enterprise Services, or ARES, selling its AR technology to brands so they can use it in their own apps, websites and stores. AR mirrors from Nike and Men’s Wearhouse are part of this ARES initiative.

Today, Snap announced that it will also be launching a series of AR vending machines in partnership with Coca-Cola over the next few months. When customers wave at the machine, it opens a “portal” where they can get a soft drink, check out merchandise, earn rewards and play games, all controlled by hand gestures.

Snap is also launching new AR features in its Snapchat app for 16 live music festivals this summer, including Bonnaroo in Tennessee, Governors Ball in New York and Lollapalooza Paris. Audience members will be able to use an AR compass and 3D map in the app to navigate the festivals. And a set with DJ Kygo, also this summer, will feature exclusive visuals viewable only through AR.