As festive markets open up and down the UK, Snapchat has unveiled its Snapchat Winter Village, an augmented reality (AR) experience inviting in digital shoppers.

The AR experience has been designed to transform festive shopping and is available on Snapchat from December 1st-31st. Teaming with brands Chopard, BOSS, and Lancôme, the Winter Village is a digital setting where visitors can explore the boutiques.

Through AR lenses, shoppers can explore the participating retailers just as they would in the real world. The unique experience allows a brand new e-commerce experience where shoppers can engage with the brand’s world before completing purchases on e-commerce sites.

The three participating brands have created unique experiences for shoppers with the help of creative studio Atomic. Accessed directly through the Snapchat Lens carousel and from each brand’s profile, the village is made up of three luxury worlds.

Chopard invites visitors to explore a reimagination of its boutique sculpted in ivory and light. Snapchatters can browse elegant displays of the brand’s iconic watches and jewellery, with each piece revealing its story through an interactive product card. 

Lancôme’s journey is inspired by its signature soft pink aesthetic. It reimagines the luxury perfume store as a glowing train carriage floating above snowy mountains. Visitors can explore the carriage with fragrance icons presented like a precious treasure. 

BOSS’s Augmented Factory is a festive, sophisticated space with copper-toned walls and wooden crates. An animated central conveyor belt highlights the latest BOSS x Steiff collection.

“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,” explains Geoffrey Perez, Global Head of Luxury at Snap Inc.

Harnessing the power of AR, the unique shopping experience allows audiences to get closer to products before they buy. The experience is an example of how Snapchat is striving to transform product discovery and inspire audiences in new, innovative ways.