Goldbug - Eastcheap Records Party

Goldbug marked its tenth birthday in October 2026 with a party built entirely around music, and sent all 200 guests home as the star of their own album cover. Primatix ran the AI photo booth that made them.

Client: Goldbug
Event: Goldbug 10th Birthday Party
Location: Eastcheap Records, 20 Eastcheap, London
Date: October 15, 2026

The Challenge: a music theme that had to last all night

A tenth birthday is an internal milestone and a client event at the same time. Goldbug had the venue, a record shop and bar on Eastcheap, and a clear creative idea: music. What the night still needed was something guests could do with that idea, beyond decor and a playlist.

That shaped the brief in a few specific ways:

• Preset booth environments would have looked generic against a party this deliberate.
• Three musical moods, rock, pop and disco, all had to run from one booth.
• Guests arrive in party clothes, so nothing could depend on costumes, props or a changing area.
• The activation sat in a fixed corner of the venue, so the footprint had to stay small.

The Solution: Rock, Pop and Disco Covers

We offer a choice of preset environments or something built from scratch, and Goldbug went for the latter. Working from the party's own creative, we built three custom AI themes so a guest could pick the alter ego they wanted instead of taking whatever the booth offered. Each theme carries its own lighting, wardrobe, set and sleeve layout, so the result reads as a record cover rather than a photo with a filter over it.

On the night the flow was short. Step up to the AI photo booth, choose a genre, pose. The cover art generated around the guest, printed there and then, and went out digitally for sharing. All it took was a pose, some more convincing than others, and the Goldbug team got very into it.

Why It Worked

Bespoke themes mattered here because the music idea was the whole night, not a corner of it. The covers belonged to this party and no other, which is the same reason Roshen's steampunk mirror in Bucharest landed in store: the theme matched the room it stood in.

Printing did the rest. A guest walked away with a physical cover in hand and a digital version on their phone, so the keepsake outlives the party. Corporate nights built around hero themes for corporate events and client events like CBRE at 477 and 255 Pitt St run on the same logic.

Giving people three genres to choose from also kept the queue interesting. Guests compared covers, argued over who suited disco, and went back for the one they had not tried.

Conclusion

Ten years is worth marking properly, and Goldbug marked it by handing everyone a small piece of the night to take home. The booth had one job: turn a pose into a cover a guest actually wants to keep.

When a party already has a strong idea, the activation should serve that idea rather than import its own. Goldbug brought the rock, pop and disco; we built the themes around them and let the AI do the rest.