By Sheila Dang

(Reuters). Snap Inc (NYSE:) announced Tuesday that it will launch a studio for brands to create augmented reality ads and experiences. This is part of an effort to promote the technology of overlaying computer-generated images on a person’s perception of the world.

Snapchat’s owner is a photo messaging app that was popular among young people for its early forms augmented reality (AR) features. These included photo filters that would superimpose dog ears on a photo or add dancing dogs to a movie.

Snap is focusing its efforts on the advancement of technology. Snap launched AR-enabled sunglasses and acquired startups that create technology that allows users to virtual try on clothes.

Arcadia is a new studio that will assist brands in creating AR experiences, not only for Snapchat but also on other social media sites or websites, according to Jeff Miller, Snap’s global head of creative strategy.

He stated, “The goal of AR is to expand the possibilities.”

P&G Beauty, Verizon Communications Arcadia is proud to announce that Inc (NYSE 🙂 and the entertainment company WWE have become Arcadia’s initial clients. The studio will be responsible for all aspects of AR and strategy work of these brands, Snap announced.

Snap’s Arcadia division will serve as its headquarters. The company said it will also be working with businesses in a project-based capacity or providing advice for brands and ad agencies via workshops.

Arcadia’s first AR project was launched Monday by fast-food chain Shake Shack, (NYSE:), at one of its New York locations.

The Snapchat app can be used to allow customers to virtually test on the “Snap Shack’ clothing, scan codes, and then purchase the items.