Snapchat has unveiled the Snapchat Winter Village, a holiday-themed AR shopping hub inside the Snapchat app in collaboration with luxury fashion brands Lancôme, BOSS and Chopard.

The experience allows ‘Snapchatters’ - Snapchat users - to explore immersive digital boutiques from these luxury brands in AR directly within Snapchat.

The Snapchat Winter Village can be accessed via the Lens Carousel and each brand's public profile.

The AR village features one exclusive boutique for each luxury brand, created in collaboration with creative studio Atomic.

The Lancôme boutique is presented as a Lancôme Express train with pink and gold carriages, where shoppers can explore the company perfume collection.

BOSS’ shopping experience is an Augmented Factory, a festive space with copper-coloured walls and moving conveyor belts, where the brand is presenting its new BOSS x Steiff collection.

Chopard has created a paper-style reinterpretation of its boutique, where Snapchat users can browse the shop windows displaying the Maison's iconic watches and jewellery, with interactive product cards highlighting the history of each piece.

With the initiative, the messaging app said it seeks to let Snapchat users explore each brand's world through dedicated AR lenses, with Snapchat aiming to offer AR technology to offer a more engaging way to shop during the holiday season.

Within each experience, visitors can discover products up close, just as they would in-store, and complete their purchase directly through the brand's e-commerce site, said Snapchat.

The Snapchat Winter Village will be available in France, the US, the UK, Germany, the Nordic countries, Benelux and the Middle East, from 1 to 31 December.

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