By Cassell Ferere originally published on Forbes.com

ComplexCon is returning with its IRL [in-real-life] event, hosting its exclusive drops from notable and new 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.

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