Snapchat Launches AR “Winter Village” With Luxury Brands
Snapchat has launched a new augmented-reality shopping experience called Winter Village, marking its latest effort to blend immersive content with in-app commerce. The activation went live on December 1 and will run through the end of the month, accessible via the platform’s Lens carousel.
The seasonal showcase brings together a small lineup of high-end brands – Chopard, BOSS, and Lancôme – each presented within dedicated AR environments that users can explore directly from the app. Snapchat positions the project as a way to translate elements of in-store browsing into a digital format centered on discovery and visual interaction.
As Snap describes the initiative: “The Snapchat Winter Village uses Snap’s AR technology to offer a fresh, engaging way to shop for the holidays. Snapchatters can discover new products, explore each brand’s universe, or find gift inspiration in a space that blends the ease of online shopping with the delight of an in-store visit.”
Chopard’s virtual space reimagines its boutique setting, allowing users to view watches and jewelry through interactive displays featuring product details and brand storytelling. Lancôme’s experience takes on a more theatrical tone, placing visitors inside a stylized railway car set above snowy scenery, where fragrances are presented individually with additional AR overlays. BOSS offers an “Augmented Factory” theme focused on its seasonal collaboration with Steiff, combining industrial design elements with festive visuals to highlight the joint collection.
Although the lineup is limited to three luxury partners, the activation reflects an ongoing trend across social platforms to test more immersive approaches to shopping, particularly during peak retail periods. Competitors including Meta and TikTok have also expanded into AR try-ons, live shopping trials, and interactive storefronts as they explore ways to convert engagement into direct purchases.
