Putting Snap’s AR tools directly in developers’ hands, Snap Spectacles turned AWE 2025 into a multi-layered playground of play, immersive experimentation, and hands-on testing. The experience encouraged AR builders, creators, and collaborators to apply for and start building their own Spectacles experiences, showcasing what’s possible inside the Snapchat ecosystem with Spectacles at the center
A towering pair of Spectacles marked the entrance, opening into a bold, all-yellow space built for exploration, interaction, and full immersion in Snap’s AR ecosystem
Lens demos brought Spectacles’ AR magic to life. Spatial triggers and gesture-based interactions turned passive viewers into active creators. Curved demo stations encouraged open flow, made experimenting feel intuitive and organic. With Snap’s team on hand for real-time support, every station became a launchpad for creation showcasing not just the potential of Spectacles, but the power of thoughtful demo design.
The glowing mushroom forest wasn’t just for show. It housed an AR target shooting game built for Spectacles. To enable precision tracking, the arena was designed with one key rule: no repeating patterns. Every surface needed to be unique so Spectacles could accurately map where each player was. The result? A wildly responsive, spatially-aware experience that not only showcased the magic of Spectacles but also sparked developers’ imaginations—pushing them to envision and start creating AR experiences of their own.
Attendees made a pit stop at the Snapchat Café to cool off with one of 900 yellow popsicles, grab a handful from the spread of 84 pounds of yellow candy, and then hit the nearby photo booth. Of course we had a photo booth. Between dev sessions and demos, attendees stepped in for a quick snap and walked out with a photostrip to take home.
We even brought the energy courtside. A yellow basketball court served as the ultimate surprise-and-delight moment, doubling as a content stage and gathering point for the Snapchat developer community.
All eyes were on Spectacles. Snap took home “Best in Show” and left developers buzzing. The activation didn’t just show what Spectacles could do. It made building for them feel inevitable.
7 Demo stations 84 lbs of candy. 1 "Best in Show" win
"Best in Show"