Chief executive Evan Spiegel revealed Snap Spectacles, camera-equipped glasses that upload images and video directly to the app.
The glasses see Snap evolving beyond its original unique selling proposition of disappearing messages, though the company is coy about whether it might release more hardware.
Snap also revealed this week that it has hit 60 million users.
Read our timeline and watch the video, co-created with with Contented, to see how the company evolved from ephemeral messaging to a creative phenomenon.
This story first appeared on campaignlive.co.uk.