Meta is partnering with Art D’Egypte for the second edition of Forever is Now to release bespoke Augmented Reality (AR) filters on Instagram. Meta will bring together art, culture and technology through an interactive guide featuring 13 AR filters to help our visitors not only navigate the exhibition but also the stories behind the iconic works of art. “The Forever is Now is a visual treat steeped in artistic brilliance. This is where our community will discover new favourites, find new sources of inspirations and spark conversations,” says Fares Akkad, Regional Director, MENA - Meta. “Our collaboration with Forever is Now is part of our ongoing effort with industry partners, governments, non-profits and academic institutions to determine how to build our future-facing technologies responsibly, and support creators who have been pushing the boundaries of digital storytelling using immersive technologies. Through the AR capabilities we are introducing at the exhibition, we want to merge ancient cultural and artistic heritage with immersive technologies to elevate our communities' experience on site and online”. The Forever is Now collaboration is Meta’s first XR investment not only in Egypt, but also in the Middle East and North Africa, which is geared towards blending digital overlays onto the physical world by creating interactive, creative and immersive content around an experience. It follows the investment of the XR Programs and Research fund in the African continent to spearhead the “Amplifying African Voices” program, spotlighting creators who have been bringing together digital storytelling and immersive technology. As a part of this effort, Meta is running training programs, bootcamps and hackathons to support African talent building innovative solutions.