Snapchat has announced the launch of an all-new immersive experience, Snap Street, set to open in East London this October.

The Ely’s Yard building in Brick Lane will be transformed into a unique indoor ‘high-street’ featuring shopfronts showcasing Snapchat’s cutting-edge Augmented Reality (AR) experiences, curated by popular brands like Depop, Boots, and Cosmopolitan.

Free to attend and open for one weekend only (Saturday 19th – Sunday 20th October), Snap Street promises to elevate retail, offering a glimpse of the high street of the future.

Depop will feature The Depop Claw Machine, where visitors can win circular fashion items, including streetwear, designer pieces, and exclusive merch. Guests can also explore Depop’s world with the Snapchat x Depop AR Mirror.

At Boots, attendees can score products from trendy beauty brands like Made by Mitchell, Beauty Crop, and Milk, while testing out new makeup looks via the Snapchat x Boots AR vanity mirrors.

Cosmopolitan will set up a pop-up newsstand where visitors can grab a free copy of the latest edition and try an exclusive Snapchat AR lens to become a cover star for the day. Alo Community Instructor Kelly Rose Marks will also lead a free yoga session on Saturday morning.

Snapchat will be serving free coffee at the ‘Ghost Cafe’ while offering more opportunities to experience their AR technology.

Ben Wymer, Snapchat’s Director of Global Brand Experience, said: “Snap Street will recreate the joy of Snapchat IRL with an experiential shopping destination for our users, their friends, and family.

“We’ll be showing how our pioneering AR technology allows users to experience on screens how products look and behave in the real world, paving the way for a more personal experience for consumers, and more engaging retail opportunities for brands.

“We couldn’t think of a better way to bring the thrill of shopping for fashion and beauty on Snapchat alive than through Snap Street, a unique and truly immersive retail experience for everyone.”