Snapchat Introduces a Festive AR Shopping Village
Snapchat has launched a winter-themed augmented reality retail experience aimed at turning holiday shopping into an engaging digital event. The platform, which reaches more than 900 million monthly users, has positioned this initiative as a way to blend festive exploration with interactive product discovery. Its new Winter Village brings together luxury names that appeal to younger shoppers who expect entertainment woven into every part of the buying journey.
The debut version of the Winter Village features three prominent collaborators: the fashion house Boss, the Swiss jeweller and watchmaker Chopard, and the French beauty brand Lancôme. Each company has contributed its own digital boutique, created in partnership with the creative studio Atomic. The result is a set of immersive virtual environments designed to echo the familiar feel of high-end retail spaces while giving users the freedom to browse them through AR.
Snapchat has framed the project as an opportunity for brands to rethink seasonal retail. The experience is shaped for Gen Z and Millennial audiences, who often look for novelty and ease when shopping online. Instead of presenting a typical product catalogue, the platform turns browsing into a moment of discovery, using AR to create a sense of playful wonder that mirrors the atmosphere of in-person holiday shopping.
The experience runs from 1 to 31 December and is accessible in the UK, the US, France, Germany, the Nordics, Benelux, and the Middle East. Users can enter the boutiques through the Snapchat Lens carousel or through the public profiles of the participating brands. Once inside, they can explore products within the virtual spaces and then complete purchases directly through the brands’ e-commerce sites.
The boss has opted for an “augmented factory” that mixes industrial elements with a festive tone. Copper-coloured walls, wooden crates, and a moving conveyor belt form the backbone of the environment. The layout puts a spotlight on the Boss x Steiff collection, turning the factory into a stylised showcase that encourages visitors to explore the products as though they were part of a real-world production scene.
Chopard has embraced a contrasting approach. Its boutique has been recreated as a delicate paper-like setting with soft ivory tones and sculpted architectural details. Curtains, furniture, and displays appear as if crafted from light materials, giving the space a refined and almost handcrafted appearance. The Maison’s watches and jewellery are presented with interactive product cards that offer background on design and craftsmanship, allowing visitors to understand the story behind each piece as they browse.
Lancôme has taken its boutique in a more imaginative direction by reimagining it as a luxury train carriage suspended above snowy mountains. The interior features a blend of pink and gold, designed to evoke a sense of warmth and glamour. Each fragrance is displayed within the carriage, and selecting a bottle reveals information about the scent’s inspiration. The experience features the house’s latest creations, including Vanille Nude and the classic La Vie Est Belle L’Original eau de parfum.
Snapchat views this Winter Village as a demonstration of how technology can reshape product discovery. The project is framed as a way for brands to go beyond displaying their items and instead invite users into their worlds. By offering a mix of storytelling, design, and interactivity, the Winter Village aims to turn seasonal browsing into a memorable moment that blends digital innovation with the spirit of holiday shopping.
