AR-powered Tiffany & Co diamond tennis racquet allows visitors at the US Open to take a swing

The US Open activation marks Tiffany’s first-ever partnership with ARES, Snap’s AR Enterprise Services suite, which allows brands to transform the way they interact with consumers

Caption: Visitors to the Tiffany & Co booth at the US Open can use Snap’s AR tech to take a virtual swing with a diamond tennis racquet

Luxury jewellery brand Tiffany & Co is partnering with Snap Inc. and the USTennis Association on an immersive AR fan experience at the US Open 2023 tennis tournament, being held in New York from August 28 to September 10.

At the LVMH-owned brand’s US Open fan booth, visitors can take a virtual swing with a Tiffany & Co diamond-inspired digital tennis racquet plus engage with the brand’s iconic trophies via an augmented reality mirror experience in situ for the duration of the tournament through September 10.

The activation continues Tiffany & Co’s long-standing relationship with Snap Inc. Last year, the jewellery house partnered with Snapchat for its London exhibition at the Saatchi Gallery where visitors could wear the famous 128.54 Tiffany Yellow Diamond in AR.

Tiffany was the first brand to leverage Snap’s Ray Tracing technology which enhances the realism of AR by reflecting light on digital objects — especially important when it comes to showcasing jewellery and high price point items.

The US Open activation also marks Tiffany’s first-ever partnership with ARES, Snap’s AR Enterprise Services suite, which allows businesses to use its AR technology in their owned and operated websites, apps, as well as physical locations.

The aim is to transform the way brands interact with consumers with a view to driving both engagement and generating increased revenue.

Tiffany & Co’s relationship with the USTA began in 1987 when the House first started handcrafting the US Open Singles and Doubles trophies.

Courtesy: www.forbes.com