For the holidays, Snapchat is offering its first global augmented reality shopping experience for three luxury brands, each linked to a specific product segment. Until December 31, users can stroll through uniquely styled virtual boutiques and browse the catalogs of Boss, Chopard, and Lancôme.
Find “the perfect piece of jewelry, signature fragrance, or fashion item that will make all the difference.” That’s what Snapchat is offering from December 1 to 31.
Boss, the Hugo Boss brand aimed at 25-40 year olds, Chopard, the jeweler of the Cannes Film Festival, and Lancôme, the perfume house of happiness, each have a virtual space on the social platform.
This feature is available in many markets, including France, the United States, the United Kingdom, Germany, the Nordic countries, the Benelux countries, and the Middle East.
Three luxury worlds to explore
For this first edition of Snapchat Winter Village, three luxury brands—Boss, Chopard, and Lancôme—are participating.
This space, reminiscent of a Christmas market 3.0, is accessible directly from the Snapchat Lenses carousel and on each brand’s public profile. Each brand unveils an exclusive and immersive augmented reality experience, designed and developed with the creative studio Atomic. While the storefront—which looks like a mini wooden chalet—is similar for all three boutiques,inside each brand has created a unique universe based on the theme of their holiday campaign.
Jeweler Chopard invites users to experience its snowy tale set in the Swiss Alps, “The Grand Arrival.” An extraordinary world populated by sparkling villages. Reflecting this immaculate mountain atmosphere, the jeweler’s virtual boutique features an interior “made of delicate paper where every architectural detail, from the curtains to the furniture, seems carved from ivory and light.”
For its part, the Lancôme boutique is reviving its 90th anniversary campaign, “Lancôme Express,” inviting visitors to take a seat aboard a train car overlooking snow-capped peaks. The interior features a predominance of powder pink, the brand’s signature shade.
Finally, Boss invites internet users to enter its toy factory, the “Augmented Factory,” showcasing its capsule collection with the Steiff brand. It’s a cozy atmosphere where the elegance of the German fashion house meets the timeless charm of the famous Steiff teddy bears, recognizable by their iconic “button ears.”
For Snapchat, the challenge is to combine the convenience of online shopping with the excitement of a real store visit. To this end, each virtual store allows users to wander around “as in real life,” browsing the different departments and consulting product descriptions and storytelling elements from the participating brands.
“The Snapchat Winter Village reinvents the augmented shopping experience. This first edition, created with Chopard, BOSS, and Lancôme, perfectly illustrates how technology can enhance the shopping experience, transforming it into a memorable, sensory, and deeply engaging moment,” explains Olivia Slama, Senior Client Partner Luxury at Snap Inc.
Read also > Cartier: the panther comes to life in augmented reality in global capitals with Snapchat
Featured photo: © Snapchat
