As Ramadan approaches, Snap Inc. is launching the fifth edition of its AR Ramadan Mall, a seasonal augmented reality experience that has become a staple for users across the region. This year marks the most significant evolution of the platform, transforming the virtual destination into a multi-district hub tailored to the unique discovery habits of consumers during the Holy Month.
The Evolution of a Regional AR Experience
First launched as an AR-led experiment, the Snap AR Ramadan Mall has grown substantially in scale and sophistication over the past five years. The initiative has successfully tapped into the shift toward social and shared forms of digital discovery. By 2023, the virtual mall attracted 12 million shoppers, a number that surged to 16.8 million in subsequent years. The platform also saw a 30% increase in engagement time as users spent longer exploring immersive environments inspired by regional cultural aesthetics.
Introducing The Multi-District Mall
For its fifth season, the AR Ramadan Mall moves beyond a single virtual structure to offer five distinct, vertical-led districts. This new format includes dedicated spaces for Luxury, Automotive, Food and Beverage, Self-Care, and Retail, creating a more focused and contextual journey for shoppers. This year’s edition features 11 local and global advertisers, reflecting the mall’s growing international participation while maintaining its cultural relevance.
Mohammed Bouarib, Regional Creative Strategy and Innovation Lead at Snap Inc., explained the strategy behind the new format. “Expanding this experience into districts allows each space to focus on a specific niche, creating clearer context for brands and more purposeful moments for audiences. This approach moves away from a one-size-fits-all structure and instead supports deeper engagement by giving people the freedom to spend time in spaces that align more closely with what they are looking for.”
Bridging Brands and MENA Culture
The AR Mall provides a unique platform for brands to connect with a highly engaged audience during a key commercial and cultural period in the MENA region. The immersive experience allows for natural brand discovery that aligns with how users already interact on Snapchat.
“During Ramadan, people don’t just consume content differently, they discover, share, and decide together in real time,” said Antoine Challita, UAE Country Head at Snap Inc. “As we mark five years of the Snap AR Ramadan Mall, it has evolved into a multi-district experience that reflects how communities explore during the Holy Month, bringing brands into those moments through a single, immersive space.”
The full list of brands participating this year includes YSL Beauty, Dolce & Gabbana, Roberto Cavalli, Nespresso, Puck, Neutrogena, Sensodyne, Centrum, Al‑Futtaim ‘BYD & Denza’, and MAX. Users can access the AR Ramadan Mall through the Carousel feature and Lens Explorer on Snapchat throughout Ramadan.
About Snap Inc.
Snap is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. Snap contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company’s three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and it’s AR glasses, Spectacles.
Source: Zawya
