Social media platform Snapchat, which has more than 900 million monthly active users, has unveiled a festive retail experience in augmented reality (AR). It is designed to bring holiday shopping to life through immersive and interactive digital boutiques.
The first ‘Snapchat Winter Village’ launches in collaboration with the German fashion brand Boss, the Swiss watch and jewelry manufacturer Chopard and the French cosmetics brand Lancôme. Each brand has created its own digital boutique. These offer an AR experience designed in collaboration with the creative studio Atomic.
In a statement, Snapchat said the Winter Village experience offers brands a unique opportunity to reinvent their holiday shopping. The company is targeting Gen Z and Millennial consumers. Leveraging Snapchat’s AR technology aims to create an immersive and engaging shopping experience by turning “gift hunting into a moment of wonder and joy.”
The Snapchat Winter Village experience runs from December 1st to December 31st and will be available in the UK, US, France, Germany, Nordics, Belgium, Netherlands, Luxembourg and the Middle East. It’s designed to give Snapchatters the opportunity to explore each brand’s digital boutique. They can explore their products in an immersive shopping experience, just like in real life, before purchasing the items directly from each brand’s e-commerce site.
The interactive retail experience can be accessed directly from the Snapchat Lens carousel. In addition, access to each brand’s public profile is possible through special augmented reality lenses.
Snapchat reinvents holiday shopping with a festive augmented reality experience
Boss has created an ‘augmented factory’ for the Winter Village. This offers users a festive, elegant space with copper-colored walls and wooden boxes, which is animated by a central conveyor belt. This highlights the latest Boss x Steiff collection.
Chopard, on the other hand, invites visitors into a sophisticated digital reinterpretation of its boutique. It is a delicate world of paper where every architectural detail, from the curtains to the furniture, appears to be sculpted from ivory and light. Snapchatters can browse the Maison’s watches and jewelry, presented alongside an interactive product map that reveals its history and craftsmanship.
The Lancôme boutique AR experience reimagined the luxury perfumery store as a train carriage floating above snowy mountains. Snapchatters can wander through the train car’s sophisticated pink and gold interior, where each fragrance icon is presented. Choosing a product reveals the story and inspiration behind each creation – from the new musky vanilla scent ‘Vanille Nude’ to the house’s signature eau de parfum ‘La Vie Est Belle L’Original’.
“Snapchat Winter Village reimagines augmented shopping by providing an interactive space where brands don’t just showcase their creations. They invite Snapchatters into their worlds to explore, feel and experience the magic of holiday shopping,” said Geoffrey Perez, Global Head of Luxury at Snap. “This first edition, created with Chopard, Boss and Lancôme, is a powerful example of how technology can transform discovery into an inspiring, unforgettable and truly luxurious moment.”
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