Social media platform Snapchat has launched a shoppable augmented reality (AR) Christmas experience combining brand storytelling, discovery and purchase.

The Winter Village allows users to explore digital boutiques from beauty brand Lancôme, luxury jeweller Chopard and fashion brand, BOSS.

The experience can be accessed directly via the platform’s Lens carousel or through each brand’s profile. Once launched, users enter a shared virtual village made up of three distinct AR boutique experiences.

Each boutique presents a unique environment shaped by the identity of the brand. As users navigate through each virtual environment, they can click through to each brand’s ecommerce platform to complete their purchase, linking product discovery and digital transactions.

Geoffrey Perez, Global Head of Luxury at Snap Inc., commented: “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. This first edition is a powerful example of how technology can transform discovery into an inspiring, memorable, and truly luxurious moment.”

Running from 1 to 31 December, the experience is available in the UK, United States, France, Germany, the Nordics, Benelux and the Middle East.