Snapchat has introduced a new augmented reality (AR) experience for the 2025 holiday season, debuting its first luxury-themed Winter Village. Running from December 1 to 31, the interactive feature allows users to explore digital boutiques by Chopard, BOSS, and Lancôme, combining immersive storytelling with festive retail discovery.
The Snapchat Winter Village can be accessed directly via the platform’s Lens carousel or through each participating brand’s Public Profile. Once launched, users enter a shared virtual village made up of three distinct AR experiences, each developed in partnership with the creative studio Atomic. This marks the first time globally that Snapchat has hosted a luxury retail village in AR, featuring multiple high-end brands within one cohesive experience.
Each boutique presents a distinct environment shaped by the identity of the brand. Chopard’s Lens transports users into a monochromatic, ivory-toned version of its retail space, where digital craftsmanship is brought to life through animated jewellery and watch displays. Items are presented as interactive elements, with Snapchatters able to learn about each piece via animated product cards.
Chopard invites visitors into a refined digital reinterpretation of its boutique, a delicate paper-like world where every architectural detail, from the curtains to the furniture, seems sculpted in ivory and light. Snapchatters can browse elegant displays showcasing the Maison’s iconic watches and jewellery, with each piece revealing its story and craftsmanship through an interactive product card.
Lancôme’s contribution takes the form of a glowing pink and gold train carriage, the Lancôme Express, suspended above snow-covered mountains. The immersive scene guides users through the brand’s fragrance offering, including Vanille Nude and La Vie Est Belle L’Original, each accompanied by a visual and narrative reveal of the scent’s background.
BOSS showcases its latest BOSS x Steiff collaboration inside the AR “Augmented Factory”, a stylised industrial space with copper-hued walls and wooden containers. A conveyor belt features centre stage, drawing attention to the brand’s capsule collection with heritage toymaker Steiff, famous for its teddy bears marked by the ‘Button in Ear’.
Geoffrey Perez, Global Head of Luxury at Snap Inc., commented: “The Snapchat Winter Village reimagines augmented shopping by offering an interactive space where brands don’t simply present their creations — they invite Snapchatters into their worlds to explore, feel, and experience the magic of holiday shopping. This first edition, created with Chopard, BOSS, and Lancôme, is a powerful example of how technology can transform discovery into an inspiring, memorable, and truly luxurious moment.”
The experience is available in the UK, United States, France, Germany, the Nordics, Benelux and the Middle East. As users navigate through each virtual environment, they can click through to each brand’s e-commerce platform to complete their purchase, linking product discovery with seamless digital transactions.
