The Snapchat Winter Village will be available in the Middle East, France, the US, the UK, Germany, the Nordics, and Benelux.
Snapchat has unveiled its first Snapchat Winter Village, a luxury augmented-reality shopping experience featuring digital boutiques from Chopard, BOSS and Lancôme, marking the platform’s most ambitious push into high-end virtual retail. The activation, which runs globally until Dec. 31, lets users explore and shop from the three brands through immersive AR “Lenses” accessible directly inside the app.
The launch is the first time Snapchat has brought multiple luxury houses together inside a fully AR-built retail environment. Users can browse products, interact with 3D storefronts and complete purchases via each brand’s e-commerce site.
Snap said the project is aimed at tapping into rising demand for virtual shopping experiences during the holiday season, as brands look for new ways to merge entertainment, retail discovery and mobile commerce.
“This first edition, created with Chopard, BOSS and Lancôme, shows how technology can transform discovery into an inspiring and luxurious moment,” said Geoffrey Perez, Snap Inc.’s Global Head of Luxury.
The Winter Village opens through Snapchat’s Lens carousel or the brands’ Public Profiles, offering three distinct digital storefronts designed with creative studio Atomic.
Chopard’s boutique takes the form of an ivory-hued, paper-sculpted space echoing the aesthetic of its physical stores. Users can explore displays of watches and jewelry, each item accompanied by interactive product cards that reveal stories of craftsmanship and design.
Lancôme’s experience reimagines a perfume store as a glowing train carriage — the “Lancôme Express” — floating above snowy mountains in soft pink light. Inside, fragrances including the new Vanille Nude and the house’s signature La Vie Est Belle are showcased like artefacts, with users able to tap for product inspiration and scent notes.
BOSS presents its “Augmented Factory,” a copper-toned warehouse animated by a conveyor belt featuring the BOSS x Steiff collaboration. The collection pairs the fashion house’s tailoring aesthetic with Steiff’s iconic teddy bears, complete with the brand’s signature “Button in Ear.”
The initiative also reflects the broader industry shift toward AR-driven retail. Snapchat says its AR tools reach over 300 million users daily, with beauty, jewelry and fashion among the most engaged categories.
Available in France, the United States, the United Kingdom, Germany, the Nordics, Benelux and the Middle East, the Winter Village will remain live through the end of the year as brands look to capture holiday-season shoppers seeking interactive and personalised digital experiences.
