Roshen's first Bucharest concept store is fitted out in Steampunk, so the photo mirror in it had to be too. We built a permanent in-store AI experience that turns shoppers into Steampunk portraits, in Romanian and English, with Roshen's own products in the scene.
Client: Roshen Romania
Location: Bd. Unirii 20, Bucharest, Romania
Date: November 2025, permanent in-store installation
Theme: custom Steampunk confectionery
The challenge: a permanent fixture, not an event
Roshen is one of Eastern Europe's largest confectionery brands, and it wanted an interactive mirror for its new flagship stores. A permanent install is a different problem from a two-day activation. It has to hold up unattended, suit a fixed interior rather than a stand, and keep working for shoppers who did not come for a photo. It also had to read as Roshen: playful, and matched to the Steampunk fit-out rather than dropped on top of it.
The solution: software into someone else's hardware
The hardware came from Roshen's own local contractors and we supplied the software experience running on it, which kept the install inside their existing retail build rather than adding our kit to their shop floor. A shopper steps up, poses, and gets a Steampunk portrait in seconds, built on a custom AI theme that puts real Roshen products into the image rather than generic props.
The interface runs bilingually, Romanian first with English underneath. Each guest gets a QR code to download and share, and a printed copy in hand. Everything is styled to the store's premium look, which matters more in a permanent fixture than at an event, because it is there every day.
Why it worked
The mirror became part of the store rather than a promotion inside it, which is the whole point of a permanent install. Guests tag @RoshenRomania and post their own sweet moments, so an in-store fixture keeps producing social reach with nobody running it. Building the theme from Roshen's actual products, rather than confectionery in the abstract, is what stops the output looking like a filter applied to a shop.
The same theming work sits behind our other AI photo booth builds, including the How to Train Your Dragon campaign, where the likeness had to satisfy a film studio.
