Digital brands are increasingly recognising the power of IRL experience.

In the latest sign that experience is still one of the most important and growing areas of investment in marketing in a post-Covid era, Snapchat is launching an immersive high-street experience. Snap Street is set to open in East London this October.

The Ely’s Yard building in Brick Lane will be totally transformed into an indoor ‘high street’ with shop fronts showing off the state-of-the-art augmented reality (AR) experiences available on Snapchat. The event will feature brands including Depop, Boots and Cosmopolitan.

Free to attend, and open for one weekend only (Saturday 19th - Sunday 20th October) Snapchat promises that ‘Snap Street will be a shopaholic’s dream’. The immersive pop-up is designed to elevate the retail experience and 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.

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 and Milk.

The retailer will also be showcasing its continued innovation in beauty, by allowing customers to see makeup on their own faces via AR at the Snapchat x Boots vanity mirrors.

Proving that great phone filters, or zoom filters for that matter, don’t translate to the real world, Boots will have IRL makeup artists and hairstylists offering consumers box-fresh makeup and hair looks for the weekend. Cult beauty brands Drunk Elephant, Huda, Kerastase and Kayali add to the experience.

Cosmopolitan will have a pop-up newsstand on display for people to grab a free copy of the latest edition of the mag. In addition, consumers will be able to play at being a cover star for the day with an exclusive Snapchat AR lens.

Snapchat will be keeping shoppers caffeinated pouring free coffees for shoppers of Snap Street from the ‘Ghost Cafe’.

Ben Wymer, Director of Global Brand Experience at Snapchat, explained: “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.”

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 free bead-making and yoga sessions here.