Do we need augmented reality? Should we all be wearing AR glasses? When are AR interactions desirable and meaningful? When do they become intrusive or unsettling?

Loup uses AR to empower grocery shoppers. Look through the lens to discover the truth about your cereal. Uncover hidden details. Filter through nutrition facts to unveil the information that matters to you most.



AR is best experienced through a transparent device. If this device isn't glasses, would it be a clear smartphone? A new form can accommodate new use cases.


(Web) Loup Through-screen visibility-12.png

What is acceptable to wear? Where? When? What tech etiquette do we want our devices to afford and what are the metaphors we can engage to achieve them?

Magnifying glasses are for searching, filtering, inspecting, discovering, and magnifying. They let us see parts of the world that are otherwise hidden.


What use cases will allow AR to enhance our everyday lives? AR content is immediate and context-aware. It allows us to experience our surroundings in new ways in real-time.

Can AR make filtering through nutrition facts can less daunting? 


Define | Use the graphical user interface to define search criteria. Select ingredients to find or avoid. Define your personal nutritional intake goals.

Search | Find products that match your search criteria using the holographic display. Filter through the supermarket.

Inspect | Inspect holographically displayed nutrition facts. Get an overview with a personalized display.