A new virtual exhibition brings queer art to London’s Soho. (Instantaneous)
A new augmented reality (AR) experience transforms central London into a dazzling display of queer art to celebrate 50 years of Pride in the UK.
Launch Saturday (July 2), the day of the Pride in London parade, Pride Augmented: A Celebration of Queer Art brings together six of London’s most exciting underrepresented LGBTQ+ artists.
Created by Snap in partnership with London-based arts organization VO Curations, the experience begins at 68 Old Compton Street in the queer heartland of Soho.
By turning on the Snap camera and scanning the Snap code on the building’s yellow facade, users will see each artwork displayed digitally on landmarks as they walk down Old Compton Street, known for its historic roots in the community. LGBTQ+.
The exhibit is powered by Snap’s AR technology.
Once the Snap code is scanned, a virtual tour guide called “The Orb” will guide people through the exhibit, giving details about the artist and his work. In addition to artwork, AR technology will transform the sky into the rainbow colors of the Pride flag.
Artists Danielle Brathwaite-Shirley, Flo Brooks, Emanuel de Carvalho, Guendalina Cerruti, Bernice Mulenga and Ebun Sodipo are all featured in the exhibition.
“Pride Augmented: A Celebration of Queer Art is an exhibition aimed at creating a more inclusive LGBTQ+ community, a celebratory space for unique identities, and a restorative space for those who have encountered obstacles in their daily lives,” Nnamdi Obiekwe, co -founder of VO Curations, said.
“The exhibition reminds everyone of the importance of representing and amplifying queer voices.
Paul Sabas, co-head of Snap Pride, added, “Augmented reality is a powerful tool for storytelling and inclusivity.
“We are thrilled to bring these artists’ stories to life for Snapchatters and to make these works accessible to our Gen Z community. We hope this exhibit will spark important conversations and help marginalized people in the LGBTQ+ community feel seen.”
Snapchat reaches over 600 million monthly active users.
Pride Augmented: A Celebration of Queer Art is at 68 Old Compton Street in Soho from July 2 to August 14.
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