Ahram Online interviewed Shaden Khallaf, Head of Public Policy for North Africa at Meta, about the new feature.

Ahram Online: What new features can Instagram offer to showcase Egyptian artefacts in a more engaging way than just photos or videos?

Shaden Khallaf: Instagram is introducing a unique AR experience. Using AR technology, visitors can interact directly with artefacts, seeing them in their original colours and exploring intricate details. This immersive experience aims to captivate audiences and deepen their understanding of ancient Egypt.

AO: What measures were taken to protect the artefacts from camera flash during the scanning process?

SK: To safeguard the artefacts, we employed advanced imaging techniques that eliminated the need for flash. Collaborating with archaeology experts ensured the pieces remained unharmed.

AO: Can you elaborate on the specific imaging techniques used and what makes them innovative?

SK: We utilized cutting-edge 3D scanning technology to create precise digital models of the artefacts. These digital replicas were then used to develop the AR experience. This advanced approach allows us to bring ancient Egyptian history back to life in a novel and exciting way.

AO: Does Instagram plan to expand this project to other archaeological sites in Egypt?

SK: We're incredibly excited about the potential of this technology and hope to extend the project to more archaeological sites in Egypt. We're currently identifying suitable locations for future collaborations.

AO: Are there similar global initiatives using AR in cultural heritage preservation?

SK: While there are other global projects using AR in cultural heritage, our project is unique in its scale and depth. We aim to set a benchmark for digital heritage preservation.

AO: Can you explain in detail how this new project works? Will it be free for everyone? When will it be officially launched?

SK: Visitors to the Egyptian Museum in Cairo and the National Museum of Egyptian Civilization can scan unique QR codes associated with individual artefacts via Instagram. The link launches an AR filter on the user’s smartphone that digitally reconstructs the piece within the museum environment allowing visitors to experience how these historical monuments would have looked in their most glorious times. The filter is accompanied by short descriptions providing additional insights into the ancient artefacts, including their origins, dates, and historical context, which can be captured and shared on social media.

The project is free for everyone and was officially launched on 11 November, the day the Egyptian Museum celebrated its 122nd anniversary.

AO: Which key artefacts were highlighted?

SK: Several significant artefacts were featured, including statues of Tutankhamun, Hatshepsut, and a chariot of Thutmose IV. These pieces represent various eras of ancient Egyptian civilization.