Fabric raises $1 million for social AR app

Mark manages all of the content for VRWorldTech. To discuss an idea or pitch a story, drop him a line at editor@vrworldtech.com

With $1 million in new investment, Fabric hopes to become the underlying social AR technology with which brands deepen trust and community among their customers

Quick read

➨ Fabric uses GPS-enabled AR technology to create the effect of walking billboards that move with the user, inviting real-time interaction between customers and encouraging authentic connections
➨ Investors include Win Churchill, an early investor in the now Google-owned GPS navigation software app Waze, as well as Ford Seeman, Julie Zwissler, Shai Robkin and others
➨ Their $1 million investment will be used to meet growing demand for new digital experiences and methods of engagement

The story

The US-based startup behind social AR platform Fabric has raised $1 million in funding.

Fabric uses GPS-enabled AR technology to create the effect of walking billboards that move with the user, inviting real-time interaction between customers and encouraging authentic connections.

Its potential for brands, which, via an API, are able to deliver messages directly to consumers in AR based on the user’s location, sparking conversations between consumers while sharing updates and offers from the brand itself, has attracted the attention of Win Churchill, an early investor in the now Google-owned GPS navigation software app Waze, as well as investors Ford Seeman, Julie Zwissler, Shai Robkin and others.

Their $1 million investment will be used to meet growing demand for new digital experiences and methods of engagement.

Apps that want to nurture social engagement can use Fabric to help their users see each other nearby in AR and connect, while brands looking to increase second screen options can create immersive environments and enable users to communicate in AR in real-time.

Fabric has already generated revenue on its initial product and is emerging as a leading solution for social engagement in AR thanks to the work of its Israel-based development team.

Saul Garlick, co-founder and co-chief executive officer of Fabric, said: “Building Fabric has been a remarkable journey and our investors have been critical partners in understanding how we can best support our clients.”

Sarah Kass, co-founder and co-chief executive officer, added: “As Fabric becomes the underlying technology with which brands deepen the trust and community among their customers, we will create a new social fabric for the digital age.”

Immersive technology is quickly attracting the attention of brands interested in investing in new ways of interacting with consumers. The examples of Prada and Burberry are cases in point and show that the demand is there.

So far, AR has been most prominently used in gaming—Pokémon Go, of course—but social media platforms such as Octi and Fabric are emerging with this immersive technology at their core.

Connecting these two—demand for immersive technology solutions from brands and social AR—could prove lucrative for early adopters.

Investors in Fabric will no doubt be looking at last year’s social media advertising spend, which reached $84 billion on platforms such as Facebook, Twitter and Instagram in 2019, and hoping for social AR to have a similar impact.

Let VRWorldTech know what you think via Twitter, LinkedIn, Facebook or editor@vrworldtech.com.

Main image: Fabric social AR tech in action