Los Angeles-based startup Fabric that supports brands deliver social and immersive AR experiences to clients in real-time has stated that it has secured USD 1 million in funding. This funding was led by Win Churchill and involved other investors like Julie Zwissler, Ford Seeman, and Shai Robkins.

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

Fabric states that the funding will help the company “reimagine Social augmented reality.” Even while social distancing, the company’s human-centered tech unites people nearby in augmented reality and around the world.

The company’s platform is directed at improving the client’s consumer-facing apps by an API. Brands can present messages directly to customers in augmented reality based on the user’s location, sparking conversations between consumers while sharing updates and offers from the brand itself. The company said that it has already earned revenue on its first product as well.

“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.” – Sarah Kass, Founder and co-CEO of Fabric.

Fabric uses a proprietary, augmented reality technology based on GPS that produces the effect of walking billboards that travel with the user, encouraging real-time interaction between customers. Fabric hopes that by this, its app will help to spark discussions in real life. Additionally, branded apps looking to nourish social engagement can use Fabric’s app to help their customers see each other nearby in augmented reality and unite in real-time.