Snapchat has debuted a new augmented reality (AR) shopping experience that unites three luxury brands in a single digital environment for the holiday season.

The Snapchat Winter Village is a platform that brings together Chopard, BOSS, and Lancôme in what the company describes as a first-of-its-kind global collaboration in AR for luxury brands. The experience runs through December 31.

The Winter Village lets users explore three separate branded boutiques via dedicated AR Lenses. Visitors can view products and complete purchases directly through each brand’s e-commerce site. The creative studio Atomic developed the three boutique experiences.

Brand Environments

Chopard’s space features a paper-like interpretation of its boutique with ivory textures. The experience displays the brand’s watches and jewelry with interactive product cards that detail each piece’s background.

Lancôme presents a train-inspired fragrance experience called the Lancôme Express, set above snowy mountains. The pink and gold carriage showcases fragrances including Vanille Nude and La Vie Est Belle, with AR revealing the stories behind each creation.

BOSS introduces its Augmented Factory, characterized by copper-toned walls and moving conveyor belts. The space highlights the BOSS x Steiff collection, which combines BOSS designs with Steiff teddy bears and their signature “Button in Ear.”

Access and Availability

Users can access the Snapchat Winter Village through the Lens Carousel or each brand’s Public Profile. The experience launched in France, the United States, the United Kingdom, Germany, the Nordics, Benelux, and the Middle East.

Snap positions the Winter Village as combining online shopping convenience with elements of in-store experiences, using its AR technology to enable product discovery and gift browsing during the holiday period.

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