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Ella Sagar 

Snap chooses Arcadia as name for its global AR studio

Snap chooses Arcadia as name for its global AR studio

Snapchat parent Snap has chosen a familiar sounding brand name for a global augmented-reality studio that is launching today to partner with brands and agencies independently.

Arcadia is a creative studio that will develop "next generation" AR experiences across platforms, web and apps for clients and creators.

Named after the neighbourhood where Snap AR was born, it will join Snap's other AR initiatives like the Lens Web Builder and the Creator Marketplace.

The name Arcadia is widely known as a now-defunct multinational retailer controlled by Sir Philip Green and his family. The company, which owned TopShop, Debenhams and BHS, went into administration after a £300m pension deficit was recorded.

Launch partners of Arcadia the Snap studio include P&G Beauty, Verizon, WWE and Shake Shack.

Snapchat first launched augmented reality Lenses in 2015 and since then it has evolved from adding a fun layer to Snaps to being able to solve equations, scan wine labels to find ratings, reviews and prices, identify songs, food, plants or animals and now AR shopping and virtual try-on experiences.

More than 200 million people engage with AR on Snapchat daily, the company said.

A Deloitte study found 94% of people surveyed are expecting to use AR for shopping the same or more in 2022 compared to this year.

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