Snapchat Winter Village teams with Chopard, Lancôme and BOSS for AR powered festive experience
Snapchat has launched Winter Village, a festive AR retail experience in partnership with Chopard, Lancôme and BOSS.
Throughout December, Snapchatters can explore the village's boutiques and discover new products, just as they would in real-life, before shopping one of the brand’s e-commerce sites.
Chopard invites visitors into a digital reinterpretation of its boutique. Snapchatters can browse displays showcasing the Maison’s watches and jewellery, with each piece revealing its story and craftsmanship through an interactive product card.
Lancôme takes people on a poetic journey through beauty and light. Inspired by the Lancôme Express and its signature soft pink aesthetic. This AR experience reimagines the luxury perfume store as a glowing train carriage floating above snowy mountains. Inside, visitors wander through a pink and gold interior where each fragrance icon is presented like a precious treasure. Selecting a product reveals the story and inspiration behind each creation.
BOSS, meanwhile, is unveiling its Augmented Factory, a festive space with copper toned walls and wooden crates, animated by a central conveyor belt highlighting the latest BOSS x Steiff collection, an exclusive collaboration where BOSS’ signature elevated aesthetic meets the timeless charm of Steiff’s beloved teddy bears with the trademark ‘Button in Ear’.
“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,” says Geoffrey Perez, Global Head of Luxury at Snap Inc.
“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 Snapchat Winter Village will be available in France, the United States, the United Kingdom, Germany, the Nordics, Benelux and the Middle East, accessible directly from the dedicated Lens Carousel tab on Snapchat or via each brand’s public profile from 1st to 31st December.
2025 RTIH INNOVATION AWARDS
AR was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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