Roshen Retail — steampunk AI photo mirror
Client: Roshen Romania
Location: Bucharest, Romania
Date: November 2025 — permanent in-store installation
Activation: In-store AI photo mirror
Theme: Custom steampunk confectionery fantasy
Overview
Roshen, one of Eastern Europe's leading confectionery brands, asked Primatix to build an interactive AI photo mirror for its new flagship stores in Bucharest. The brief was an activation that matched Roshen's playful character and its steampunk-inspired store interiors.
The experience
We delivered a custom AI photo mirror that turned guests into steampunk portraits in seconds. Roshen's preferred local contractors supplied the hardware; Primatix built the software and the on-screen experience.
Visitors stepped up to the mirror, posed, and generated their image on the spot. Each result carried Roshen branding, came with a QR code for instant download and sharing, and was available as a physical print. The interface ran in Romanian and English so every shopper could use it, and the styling held to Roshen's premium look.
The activation featured:
- Capture-to-share on visitors' own phones, plus on-site printing
- A custom theme built around actual Roshen products
- A bilingual interface, Romanian primary with English subtext
The result
The photo mirror became a fixture of Roshen's Bucharest store, prompting guests to tag @RoshenRomania and share their sweet moments online. It gave an everyday store visit a reason to be photographed and posted.
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.
