Snapchat Launches its Luxury Augmented Reality Christmas Village

While some people are scouring stores in search of the perfect Christmas gift, others are virtually entering a Chopard boutique this Monday. Here, there are no long lines in the cold; the space is entirely digital, transformed into a delicate paper universe where every detail seems sculpted in ivory and light. The displays showcase the brand's iconic watches and jewelry, allowing visitors to purchase directly online.

This is the “Snapchat Winter Village,” accessible directly from the Snapchat filter carousel or via each brand's public profile. It is available in France, the United States, the United Kingdom, Germany, the Nordic countries, Benelux, and the Middle East. “The Winter Village is inspired by a concept that has proven successful in the Middle East for several years, the AR Ramadan Mall, an immersive augmented reality shopping center developed specifically for this holiday,” said Geoffrey Perez, Global Head of Luxury at Snapchat, in an interview with Luxury Tribune.

Open from December 1 to 31, this augmented reality Christmas village brings together Chopard, BOSS, and Lancôme for the first time, offering visitors the opportunity to explore virtual stores that are as realistic as possible. Lancôme is presenting its new Vanille Nude fragrance, while BOSS is unveiling its “Augmented Factory,” showcasing its latest collection with the Steiff teddy bear.

“We wanted to elevate the luxury experience during Christmas, a crucial period for the sector,” explains Geoffrey Perez. “We know how important the digital experience is to luxury brands, which is why we wanted to surprise a younger, captive audience.”

With 943 million monthly users worldwide in 2025 (the 10th most used social network), the augmented reality platform has been collaborating with the luxury sector for several years. Since the first initiative for Dior in 2019, many brands have joined Snapchat to leverage its strategic visibility and sales potential. India and the United States, with 250 million and 98 million users respectively, offer the sector a particularly attractive opportunity.

And there is no shortage of initiatives on Snapchat's side: this summer, at the 2025 edition of “Crafted for Luxury” (Snapchat's exclusive luxury event), Christian Dior Couture and Louis Vuitton presented their first experiences developed on Snapchat's augmented reality glasses, called “Spectacles.”

In 2024, Snapchat's revenue amounted to $5.36 billion, up 16% year-on-year. In the third quarter of this year, revenue exceeded expectations at $1.507 billion, up 10% from the same period last year.