Aston Martin x Puma - Paddock Pass Brand activation

Puma opened its new flagship store on Oxford Street with a Formula 1 fan event, and Snapmatic (operating as Primatix in the UK) built the centerpiece: an AI photo booth that dressed every guest in the Aston Martin race team's kit and printed them a personalized paddock pass to take home.

Client: Puma
Event: Oxford Street flagship store launch
Location: Oxford Street, London
Date: December 11, 2025

The Challenge: Bring the paddock to Oxford Street

Puma and its Aston Martin partnership wanted retail guests to leave with a real piece of team merch they could keep. The event ran a full ten hours, from 10:00 to 20:00, with a steady flow of fans and influencers moving through the store.

That set a few hard requirements:

• Render each guest convincingly in the Aston Martin driver suit, with the right sponsor marks and the exact team green.

• Print a physical lanyard pass on site, personalized with the guest's own name.

• Keep throughput high enough to serve queues across a ten-hour day.

• Ship a format we had never produced before, and get it right the first time.

The Solution: "The Paddock Pass"

We combined our AI photo booth with an on-site print workflow to create the paddock pass. A guest steps up, we capture the shot, and our model places them in the Aston Martin team uniform. Their name goes on the front, the pass prints, and it clips straight onto a branded lanyard. Getting the uniform accurate took real reference work: we matched the driver suit from Aston Martin's own imagery and locked the team green, running test prints before the doors opened so the color held on physical stock. The finished pass reads like something from the real F1 paddock, which is exactly why people queued for it. This is the same attention to team kit we bring to every motorsport build, and it echoes our Lenovo F1 photo booth activation.

Why It Worked

The paddock pass gave guests a keepsake with their name on it, a physical object that outlasts the event and keeps the Puma and Aston Martin brands in their hands. Fans and influencers want team memorabilia they can actually own, and getting the team uniform right in an AI activation is what makes the pass believable rather than a novelty. On-site printing turned each capture into merch within moments, and the personalization gave everyone a reason to line up. It sits alongside fan-first builds like our Paramount+ motorsport fanzone booth.

Conclusion

Retail launches live or die on whether guests remember them. A printed paddock pass in Aston Martin colors, personalized on the spot, gives people a reason to stay, share and come back to the store. For Puma, it turned a store opening into a piece of the F1 world on Oxford Street.

If you want the same for your brand, explore our AI photo booth and the custom AI theme work behind activations like this one.