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The Fine Arts Museums of San Francisco (FAMSF) have embraced augmented reality (AR) to revolutionise visitor engagement, allowing museum-goers to virtually “try on” historic couture garments from their costume collection. This ground-breaking initiative, developed in partnership with Snapchat, is a standout feature of the exhibition Fashion in San Francisco: A Century of Style. It highlights how digital innovation can transform the way audiences interact with art and history.
The Vision Behind the AR Experience
Patricia Buffa, Director of Digital Strategy, and Megan Bates, Digital Media Producer at FAMSF, spoke about this ambitious project at a recent MuseumNext conference. They shared how through the use of AR, they aimed to move beyond traditional object-focused exhibitions by creating an experience centred on the visitor. Historically, exhibitions have prioritised objects, with curators focusing on what to display. This project flips the narrative, using technology to put visitors at the heart of the experience.
“When visitors actively engage their senses, they are more likely to form long-lasting memories and meaningful connections with the art,” Buffa explained. The team’s goal was not to showcase technology for its own sake but to use it as a tool to foster deeper connections between visitors and the museum’s collections.
Overcoming Challenges: Making Haute Couture Accessible
Fashion collections in museums often pose a challenge. The garments, some over a century old, cannot be touched or worn due to conservation requirements. Yet these garments were originally designed to be experienced—to be worn, admired, and to evoke emotions. The AR project sought to reimagine this connection, making high fashion accessible to everyone, regardless of body type or background.
Augmented reality provided the ideal solution. It allowed visitors to virtually wear garments without compromising the integrity of the original pieces. The team prioritised authenticity, focusing on high-fidelity 3D reproductions of garments that captured their textures, colours, and movement. Motion tracking technology ensured that the dresses moved realistically with the wearer.
Bringing the Vision to Life with Augmented Reality
The exhibition features three iconic garments: a 1955 Yves Saint Laurent design immortalised by Richard Avedon, a modern evening ensemble by local designer Kazuko Hé Huang, and a colourful Valentino gown from the 1980s. Each piece was meticulously recreated in AR through a collaborative process involving FAMSF’s curators, conservators, and Snapchat’s Lens Studio team.
To create the AR garments, detailed photographs of the original pieces were sent to Snapchat’s developers. Animations were added to enhance the magical quality of the experience while preserving the integrity of the designs. Visitors interact with AR mirrors installed in the exhibition space, where the garments appear on their reflections as if they were wearing them.
Seamless User Experience
The user journey was designed to be intuitive and immersive. Visitors step in front of the AR mirror, triggering the digital garments to appear. A camera function allows them to take a photo, save it via a QR code, and share it on social media. The simplicity of the interface ensures accessibility for audiences of all ages, fostering cross-generational engagement.
Impact and Reception
The public’s response to the AR experience has been overwhelmingly positive. Since its launch, the exhibition has drawn an average of 500 participants daily, with 30% of visitors engaging directly with the AR mirrors. Feedback highlights the joy and wonder visitors feel when interacting with the technology.
The museum also leveraged the social nature of the experience to expand its reach. An exclusive preview event for local influencers and creators generated significant buzz on social media, resulting in a 60% increase in Instagram engagement and a 50% growth in reach. By blending physical and digital elements, FAMSF successfully attracted new audiences while deepening connections with existing ones.
Redefining Digital in Museums
This project exemplifies how digital tools can complement, rather than compete with, physical exhibitions. The AR mirrors bridged generational gaps, bringing families together to share in the experience. Moreover, the high-quality reproductions and user-centric design ensured the technology enhanced—rather than overshadowed—the museum’s mission to inspire through art.
As Buffa reflected, “This is a rare moment where the digital and physical worlds truly complement each other, creating an experience that is playful, meaningful, and memorable.”
FAMSF’s AR project is an inspiring example for museum professionals looking to innovate and engage visitors in new ways. By placing visitors at the centre of the story and embracing cutting-edge technology, they’ve redefined what’s possible in museum exhibitions.
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Patricia Buffa and Megan Bates spoke about their partnership with Snap at the MuseumNext Digital Summit 2024.
