Transforming Macy’s Iconic Window Displays With Snap AR

When we think of the holidays, Macy’s is one of the first names that comes to mind. They’re considered icons of the season, kicking things off with the Macy’s Thanksgiving Day Parade, then wowing shoppers with massive, festive displays in a timeless environment. Now, you can experience that environment through a brand-new format—Snap AR.

We’re excited to announce a collaboration with GoSpooky agency and Macy’s to transform their classic window displays and create an immersive experience shoppers can interact with directly.

Part of Macy’s legacy has always involved the window display. These creations are not just jaw-dropping works of art—they also represent major advertising opportunities. Through our partnership, we’re integrating augmented reality into the window displays using the magic of Snap AR to make it happen.

At Macy’s Herald Square in New York City, shoppers will be able to interact with displays featuring various dance styles—classical, modern, and hip-hop—celebrating the diversity of the art form. Using motion-capture footage with professional dancers, our team adapted their movements using MotionBuilder and imported them directly into Lens Studio for an immersive and realistic experience.

Using a Snapcode to unlock the activation, shoppers are able to use a winding key to open a display that features an animated ballerina twirling through a holiday scene. By combining the immaculate, real-world design of Macy’s displays with the virtual world of Snap AR, this is sure to be an interactive holiday experience unlike any Macy’s has put together before—and we couldn’t be more thrilled to make it happen.

The displays launched on December 1 at 9 a.m. ET and will run through December 31. Stop by and spice up your holiday shopping with an unforgettable AR experience to celebrate the season.