Talha Kalsekar had a simple dream - to bring stories to life through scent. This was the inception of House of Noya. A brand that blends traditional craftsmanship with a modern twist, creating fragrances that are both timeless and fresh.

Every scent is inspired by something personal: a memory, a moment, or even the beauty of a certain culture. With each bottle representing a love for art and storytelling, House of Noya draws inspiration from a myriad of emotions. Ranging from the simplicity of youth and the warmth of new friendships, to the comfort of a mothers embrace and an ode to the rich heritage of oud in the Middle East.

But the company is not simply just about tradition. It’s about innovation too. For a brand that has already mastered the art of creating distinct fragrances, paying attention to every detail, from the craftsmanship of the bottle to the way it finds its way to you is crucial. House of Noya wanted to push their artistic boundaries to create a shopping experience as unique as their scents.

This is where LumeXR came in to help.

When House of Noya approached us, they wanted to make their mark at ScentXplore, the world’s premier fragrance convention held in the heart of New York City. But this wasn’t just another industry event, it was a celebration of scent, where perfume lovers, luxury brands, creative directors, and experts gather to connect and be inspired. It wasn’t just the perfect stage to debut their latest creation but also an opportunity to share their story with a global audience.

Their latest creation, "Marshmallow Cloud," was at the center of it all. A fragrance that evokes a sense of playfulness and wonder, inspired by dreamy landscapes and light, happy moments that linger in memory. They wanted to create an experience that captured the scent’s essence while staying true to their roots of storytelling, artistry and narrative driven perfumery.

With this in mind, we collaborated with the brand to build an AR experience that mirrored their ethos. A whimsical, cloud-like world representing the fragrance, where people could interact with the scent and its story, blending imagination with technology to create something truly unforgettable.

The process was a collaboration in every sense. House of Noya’s team shared the inspiration behind Marshmallow Cloud—the emotions, the imagery, the feelings they wanted it to evoke. Drawing from this, we designed a filter that captures the heart of the fragrance, drawing customers into a feeling of floating on a fluffy cloud with pure, childlike wonder.

We started with the inspiration behind the brand. House of Noya’s roots in Dubai and its admiration for Italian perfumery guided our art direction. We wanted to pay homage to these two different worlds by creating a visual story honouring both.

The Italian influence came from the rich history of Renaissance perfumery. Drawing on 16th-century design, we included a Renaissance-style mirror frame in the filter—a nod to Catherine de Medici and her renowned perfumer, René le Florentin, who helped popularize perfumery in Europe. The ornate frame wasn’t just a decorative piece; it symbolized the deep heritage and craftsmanship of the era that House of Noya holds dear.

Behind the mirror, the scene transitions to the vast, golden landscape of Dubai. The endless desert, dotted with towering skyscrapers, highlights the spirit of the city. At the center stands the Burj Khalifa, a reminder of the brand’s bold origins. Floating marshmallow-like clouds swirl through the backdrop, reacting dynamically to the user’s movements. These clouds weren’t just a playful element; they represented the fragrance itself—light, carefree, and filled with a sense of whimsical joy.

We created the filter using Lens Studio. To make it more shareable, the filter was designed for the front-facing camera, encouraging users to capture selfies and videos. Initially, we explored volumetric clouds for a more realistic effect, but we found that pre-rendered clouds gave us more control over their softness and shape while ensuring the filter worked smoothly on all devices. A subtle parallax effect added an extra layer of immersion, making the clouds shift ever so slightly as users tilted their phones, creating a sense of depth and movement. Each capture included the House of Noya logo and Marshmallow Cloud branding, ensuring visibility for the brand when shared on social media.

The AR filter became more than just an interactive element—it turned into a powerful way for House of Noya to connect with people, both at the event and beyond. Since we published it as a public lens on Snapchat, it has reached over 12,000 plays and views, highlighting the platform’s potential to engage a broader audience online. 

Playful and intriguing, the filter invited users to experience the fragrance in a completely new way, making it feel personal and immersive. As a face and beauty filter, it added a personal touch, allowing users to see themselves within the dreamy world of Marshmallow Cloud, making the filter more unique and shareable. This reach allowed House of Noya to engage with a broader online audience, creating a ripple effect of interest and curiosity about the brand and its fragrances.

Augmented Reality is changing the way people connect with brands, turning everyday interactions into immersive, memorable experiences. For the world of social commerce, AR has become a game-changer, transforming how shoppers discover and engage with products. With tools like try-on filters and interactive experiences, AR allows brands to create deeper connections with their audience, blending convenience, creativity, and personalization in a way that feels natural and fun.

For businesses, the benefits are clear. When shoppers feel connected to a product through an immersive experience, they’re more likely to remember it and share it with others. Snapchat is at the forefront of this movement, boasting 422 million daily active users globally, including 106 million in the United States. By leveraging Snapchat’s AR capabilities, brands can go beyond traditional marketing, crafting innovative filters that not only entertain but also inspire action.

For House of Noya, the result was more than just an experience, it was a blend of artistry, innovation that represented the unmistakable charm of House of Noya. If you're a business looking to make an impact, LumeXR can help elevate your brand’s online presence with custom AR filters that engage and captivate. Our interactive experiences are designed to connect with your audience on a deeper level, blending creativity with innovation.

Let us help you stand out in the digital space and leave a lasting impression that drives results.