London transformed into augmented reality queer art exhibition that needs to be seen to be believed

A new augmented reality (AR) experience is transforming central London into a dazzling queer art exhibition to celebrate 50 years of Pride in the UK.

Launching Saturday (2 July), the day of the Pride in London parade, Pride Augmented: A Celebration of Queer Art brings together six of the most exciting underrepresented LGBTQ+ artists in London.

Created by Snap in partnership with London-based arts organisation V.O Curations, the experience begins at 68 Old Compton Street, in the queer heart of Soho.

By firing up the Snap camera and scanning the Snap-code on the building’s yellow front, users will see each artwork digitally displayed onto landmarks as they walk down Old Compton Street, known for its historical roots to the LGBTQ+ community.

The exhibition is powered by Snap’s AR technology.

Once the Snap code has been scanned, a virtual tour guide called “The Orb” will guide people through the exhibition, giving details on the artist and their work. As well as the artworks, the AR tech will transform the sky into the rainbow colours 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 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,” Nnamdi Obiekwe, co-founder of V.O Curations, said.

“The exhibition is a reminder to all of the importance of representing and amplifying queer voices.”

68 Old Compton Street. (Snap)

Pride Augmented: A Celebration of Queer Art. (Soho)

Paul Sabas, co-lead for Snap Pride, added: “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.”

Snapchat reaches over 600 million monthly active users.

Pride Augmented: A Celebration of Queer Art can be found at 68 Old Compton Street in Soho from 2 July to 14 August.