Masterclassing Connect

Sotheby's launches Instagram filter to mark auction of historic royal tiara

Gabby Fernie

Auction house Sotheby's has teamed up with augmented reality (AR) and 3D platform Poplar Studio to launch an Instagram filter celebrating the auction of a historic royal tiara, passed down through generations of the royal family of Italy.   

Followers can 'try on' the diamond and pearl headpiece against a 360-degree backdrop of Palazzina di Caccia di Stupinigi in Turin, the former royal hunting lodge for the House of Savoy.

The filter presents the historic jewel to a 21st-century audience, allowing anyone with the app to picture themselves wearing the tiara which will be offered with an estimate of up to $1.5m (£1.07m) as part of Sotheby's flagship "Magnificent Jewels and Noble Jewels" auction in Geneva on 11 May.

Sotheby’s Social Media Team commented: “This is a once in a lifetime opportunity for many of us to try on a $1 million tiara. Our social media mission is to find creative new ways to share extraordinary objects with our 3.8m followers, and to welcome the widest possible audience inside the magical world of Sotheby’s. We’ve loved bringing this virtual tiara to life with the help of Poplar Studios, and we hope everyone feels like Instagram royalty as they snap a selfie in the ultimate luxury accessory.”