Snapchat has unveiled its latest festive activation this December with the launch of “Snapchat Winter Village,” an immersive augmented reality experience bringing luxury brand showcases directly to users’ phones. Available throughout December via the Lens carousel, the experience combines interactive shopping with holiday entertainment through branded activations from three premium luxury brands: Chopard, BOSS, and Lancôme.
Luxury Brands Transform AR Into Boutique Experiences
Each participating brand offers a uniquely designed virtual environment. Chopard welcomes visitors into a refined, paper-like boutique featuring the maison’s signature watches and jewelry with interactive product cards. Lancôme transports users aboard a pink and gold train-inspired carriage above snowy mountains, showcasing fragrances like the new Vanille Nude and La Vie Est Belle with curated storytelling. BOSS introduces its Augmented Factory, complete with copper-toned walls and moving conveyor belts, spotlighting the BOSS x Steiff collection that merges modern design with Steiff’s iconic teddy bears.
Strategic Positioning for Holiday Shopping
Snapchat frames the Winter Village as a revolutionary way to blend online shopping ease with in-store discovery, allowing users to browse products, explore brand universes, and find holiday gift inspiration. The experience will be available to users across France, the U.S., the U.K., Germany, the Nordics, Benelux, and the Middle East through December 31st. While currently featuring only three high-end brands, the initiative demonstrates Snapchat’s commitment to branded AR experiences and may pave the way for similar premium retail activations in future seasonal campaigns.