Snapchat hosts annual lens fest, a three days event, and launches a number of new features and tools, comes as part of the 4.10 update for AR creation software called Lens Studio. Creators can make Custom Landmarks, which allows users to transform local landmarks into an AR-enhanced experience. Company says, AR elements now appear and react more realistically to gravity and collision.

Company confirms that there are 306 million Sanpchatters around the world and approximately 2, 50,000 creators use lens studio tool. Snapchat says that users need a smartphone with a LiDAR Scanner to map the area and create a 3D mode to import in to Lens Studio. Lens Studio 4.10 is featured with new brand sound library which allows library creators to add Snapchat’s licensed music and audio clips to their own purposes.

Bobby Murphy, Snap Co-founder and CTO, says, “It’s so exciting to see how the community harnesses cutting-edge AR technologies and brings them to life in innovative and creative ways. Over the past year, our team has introduced a suite of advanced new features such as Clothing and Skin Segmentation, 3D Body Mesh, and Voice ML, all to help AR creators and developers create more engaging experiences, realistic and accessible.”

Snapchat also explores opportunities for lens designers. The company has released a new Lens call-to-action feature, which allows creators to include a link on a Lens, which will simplify routing Snapchatters to a destination such as a merchandise store.

Company is also launching new features for its Spectacles tool to provide experience of various scenarios in AR which enables to see the effects of global warming first hand with Save the Reef by Visionaries 777 and users can try AR clothing.