Snap celebrates London Pride in AR

‘Pride Augmented: A Celebration of Queer Art’ sees Snap virtually decorate the streets of London for Pride

Georgie Moreton

Assistant Editor, BITE


While the streets of London were filled with people and rainbows over Pride weekend, Snap unveiled its latest outdoor Augmented Reality experience decorating the streets with art from underrepresented LGBTQ+ artists.

In partnership with V.O Curations, a London-based arts organisation dedicated to supporting emerging and underrepresented artists the outdoor, Snap launched the AR queer art exhibition entitled ‘Pride Augmented: A Celebration of Queer Art’. The exhibition has been powered by Snap’s AR technology and showcases the artwork and stories of six LGBTQ+ artists as London celebrates 50 years since the first London Pride parade. 

The exhibition has been curated by V.O Curations and includes artwork from Danielle Brathwaite-Shirley, Flo Brooks, Emanuel de Carvalho, Guendalina Cerruti, Bernice Mulenga and Ebun Sodipo.

“The opportunity to tell the stories of underrepresented and emerging LGBTQ+ artists through Snap’s AR technology is truly powerful and exciting.” explained Nnamdi Obiekwe, Co-Founder, V.O Curations, “Pride Augmented: A Celebration of Queer Art is an exhibition geared towards creating a more inclusive LGBTQ+ community, a celebratory space for unique identities and a restorative one for those who have faced barriers in their day-to-day lives. The exhibition is a reminder to all of the importance of representing and amplifying queer voices.”

Over Pride weekend and until the 15th August Snap is inviting people to explore the AR gallery via their Snapchat cameras. By scanning a rainbow-splashed Snapcode which can be found at a Snap-yellow building on Old Compton Street, audiences are greeted by a playful, virtual tour guide called "The Orb" that direct them through the exhibition experience, sharing the story behind each artist and the inspirations behind their work.

City Landmarker technology developed by Snap’s AR studio, allows Snapchatters to see each artwork, displayed on to iconic buildings across the West End of London around Old Compton Street, Soho. The experience also sees the sky transform with the rainbow colours of the Pride flag. 

“This is an exhibition that truly celebrates and empowers diverse voices from the queer community. AR is a powerful tool for storytelling and for inclusivity. We are excited to bring the stories of these artists to life for Snapchatters and make these artworks accessible to our Gen Z community - we hope this exhibit will spark important conversations and help marginalised individuals in the LGBTQ+ community feel seen." added Paul Sabas, Co-Lead, Snap Pride.

The installation is indicative of the brand's ongoing focus on AR technology. This AR experience is developed by Snap’s recently established Paris AR Studio which is focused on empowering and educating the next generation of creators to inspire the world about the possibilities of Augmented Reality across art, education and culture. The exhibition runs from July 1st 2022 to 15th August 2022.