Roshen Retail - Steampunk AI Photo Mirror
Client: Roshen Retail Romania
Location: Bucharest, Romania
Date: November 2025 — Permanent in-store installation
Activation Type: In-store AI Photo Mirror
Theme: Custom Steampunk Confectionery Fantasy
Overview
Roshen, one of Eastern Europe’s leading confectionery brands, approached Primatix to create an interactive AI photo mirror experience for their new flagship stores in Bucharest.
The brief was to design an activation that reflected Roshen’s playful spirit whilst aligning with the brand’s Steampunk-inspired store interiors — combining artistry, technology, and a touch of fantasy.
The Experience
Primatix delivered a custom AI-powered photo mirror experience that transformed guests into Steampunk-inspired portraits within seconds. Hardware was supplied by Roshen’s preferred local contractors, and Primatix delivered the software user experience.
Visitors could step up to the mirror, pose, and instantly generate their image — complete with Roshen branding and a QR code for instant download and sharing, along with a physical print of their results.
The bilingual interface (Romanian and English) ensured accessibility, whilst the design stayed true to Roshen’s premium aesthetic.
The key features included:
Enable frictionless capture-to-share on visitors’ own devices plus on-site printing
Custom theme incorporating actual Roshen products
Support bilingual experiences (primary Romanian with English subtext)
The Result
The AI photo mirror became a key feature of Roshen’s Bucharest retail experience, encouraging guests to tag @RoshenRomania and share their “sweet moments” online.
It showcased how AI brand activations can elevate traditional retail environments — turning everyday store visits into immersive, shareable brand stories.
Roshen Land opened its doors with an artistic moment that transformed the opening into a real show.
We are waiting for you every day on Bd. Unirii no. 20, to discover the Roshen experience: fine delicacies, interactive showcases, prize raffle and many other surprises, all in a fairytale atmosphere.
The first Roshen concept store in Bucharest awaits you.
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