ComplexCon is returning with its IRL [in-real-life] event, hosting exclusive drops from notable brands, art, food, discussions, and performances by music artists to cap off the experiences. Complex and ComplexCon have been a street culture and streetwear-focused company, creating a universe around like-minds and innovation in culture and tech. Merging tech and retail with a democratized AR and VR experience is the next venture for ComplexCon to engage with its fans.
Snap Inc. has built an interactive augmented reality experience for the annual ComplexCon two-day event, from Saturday, November 6, until Sunday, November 7, 2021. What is special about this AR experience is its offer of exclusive retail drops by some of your favorite streetwear and culture-relevant brands. Snap is also introducing a custom lens experience to go along with merchandise deals for attendees, as well as those who couldn’t make it to Long Beach, California, for the weekend-filled event.
Attendees will have access to and interact with strategically placed AR triggers found throughout the ComplexCon arena venue. These points allow for direct shopping and learning through the acclaimed Snap platform camera. There are different lenses to provide varied experiences as you virtually shop. The Drop Zone Lens brings the Complexland experience to life, unlocking exclusive drops every hour throughout the event.
Access to these “drop experiences” allows attendees to scan custom marker Lenses via a 3D virtual map, available on the ComplexCon event app. The map opens up in the app and uses your front-facing camera in the Snapchat app. Objects appear as users walk around, animating or lighting up when they are ready to drop. They can go to those locations around the venue and use the rear-facing camera to scan a marker, unlocking a world transformation that prompts users to find a code for access to drops.
Another filter is the Celebration Lens that updates when a customer enters a raffle or completes a purchase. In addition, the experience will also be available for fans around the globe with the Brand Store + Try-On Lens that enables users to virtually try-on apparel and shoes. There is also the Global-Access AR Try-On Lens, a custom-developed AR lens that allows users of the app from around the globe to shop, try on, and purchase ComplexCon Gift Shop merchandise at designated times during the day.
Global access using the AR Try-On Lens gives those unable to attend an opportunity to take part in the ComplexCon weekend event. Brands have made exclusive products for ComplexCon and its app's AR and VR features. There will be drops from brands like the Japanese-based streetwear icon BAPE, which has created a Ska8sta shoe in Black and in White, and Polaroid collaborated with street artist Greg Mike on a camera.
There is also merchandise from ComplexCon in collaboration with artists Sheefy Mcfly, and Ron English. NFT artist FEWOCiOUS, music artist Distortedd, and a collaboration with the cult sticker trading-card characters of the Garbage Pail Kids, will offer bags, tees, and hoodies available during the drops. Toy designer SUPERPLASTIC will offer three collectible Kranky toys, Astro Gaming drops exclusive headphones, and Funko, famous for its cubical, bobblehead character replicas, will have a fan kit available.
With over 200 million Snapchatters using the AR features on the app each day, Snap and ComplexCon have doubled down on the future of retail experiences and shopping for fashion through a ‘metaverse-esque’ world within ComplexCon. While many are unable to attend the ComplexCon event at the Long Beach Convention Center in Southern California, fans around the globe will still have the ability to partake in the festivities through various social media channels. They can also have access to exclusive drops from their favorite creators.
Merchandise isn’t just “copped” in this case, it goes through the same level of confidence-building in the product and brand through the AR Try-On Lens filter, as consumers would in real life. ComplexCon is rethinking retail and the new storefront of the future. AR and VR have been used for years now, funneling consumers to experiences and products they appreciate. This interactivity with the body enhances environments, bridging the global community, which Snap and ComplexCon are betting on with their tech.
