Snapchat Makes A Spectacle Of Itself

On Monday September 26th, ephemeral photo app Snapchat, announced its rebranding as Snap Inc. and launched its first hardware product, Snapchat Spectacles (novelty towels and pillows don’t really count as ‘hardware’) Raising the question: are the company formerly known as Snapchat, about to do what even Google failed at, and make smart glasses a must-have accesory? 




The new glasses will have two 115-degree lenses - designed to mimic how humans actually see - and record ten-second video snippets. The have full bluetooth and wifi connectivity and come in with a recharging case. Set to cost around $120, they will come in one size and three colours: black, teal, and coral. 

CEO Evan Spiegel called the new product a ‘toy’ to be worn ‘for kicks at a barbecue and and outdoor concert’. But lets not be too hasty… launched in 2011, many assumed the app would be as forgettable as its pictures that flash up on the screen only to disappear forever, moments later. But Snapchat has proved to be a phenomenon: taking over from Twitter to be the number one social networking tool for celebs from the Kardashians to the First Lady, and proving itself to be an invaluable way for big brands to reach out to their customers in a fun and accessible format. 





The New York Times have been known to satirise themselves, making videos that poke fun at their own misunderstanding of the concept, soft drink brand, Gatorade made a special filter for the Super Bowl which allowed users to have ‘Gatorade bath’, and even multinational conglomerate corporation, Gneral Electric, has managed to find an audience with its geeky, charming content. 

Snapchat reportedly acquired 3D Capture Company Seene earlier this year, and many are wondering if these neon specs, at first impressions just a Go-Pro for your face, could actually be the future of virtual reality technology.

To stay on top of what's hot in tech subscribe to Wired Magazine