CBRE relaunched two Sydney office towers in February 2026 with launch parties for around 500 guests across the two buildings. Primatix built two custom virtual AI photo booths for the occasion, one for 477 Pitt Street and one for 255 Pitt Street, each placing a guest inside their own building with three words about the year ahead set across the portrait.
Client: CBRE, Property Management
Event: Building launch parties, 477 Pitt Street and 255 Pitt Street
Location: Sydney, Australia
Date: February 2026
The Challenge: two towers, one experience
477 and 255 are separate assets with separate brand marks and separate colour palettes, one green, one black. There was no single house style that covered both, and CBRE needed each building to look like itself on the night rather than like a shared template.
Four things had to be true before either party started:
- Each building needed its own branded output, built from one design so the two stayed consistent in structure.
- Guests had to take part on their own phones through a QR code, with no booth footprint in either foyer.
- Backgrounds had to read as the real interiors of 477 and 255, not a generic lobby.
- A gallery had to run live on screens without putting every image taken in front of the room.
The Solution: "What is your 2026 for?"
We built two instances of the same activation, colour-matched per building. A guest scans the poster QR code, picks three words that describe their year, takes a photo, and gets back a portrait of themselves in smart business attire standing inside their own building with those three words on the image. CBRE supplied high-resolution interior photography for both towers, and we used it as the source for the generated backgrounds, so the setting is recognisably 477 or 255. The custom AI theme work covered the panel layout, the stacked logo lockups and the word-selection screen for each site.
Word selection started as one guest choice plus two random words. CBRE wanted all three picked by the guest, so we rebuilt that flow and reworked the choose page for both buildings. Each site ran an open live gallery showing the last twelve images at a time, plus a password-protected gallery for high-resolution downloads, both live for 30 days, with every output handed over as a zip afterwards. It's the same no-hardware pattern behind TechnologyOne's virtual AI photo booth roadshow, and there's a longer read on what a live gallery does to a room.
Why It Worked
The three-word choice gave guests something to say, so the picture became a statement about their year rather than another headshot. Anchoring the background in CBRE's own interior photography meant tenants recognised where they were standing, which a stock office backdrop never delivers.
Conclusion
Two buildings, two brand palettes, no floor space taken and no queue. The QR route has one honest trade-off: with plenty else going on in a foyer, it has to earn attention on its own, which is why the poster artwork mattered as much as the output did.
If you're weighing a phone-based version against a staffed unit, compare this with the virtual booth we ran for an association event and with the staffed AI photo booth setup.
