For the launch of Calvin Klein Euphoria featuring Rosalía, we created an AI Photobooth installation at the Calvin Klein store in JFK Airport, New York. The experience was designed to translate scent into an interactive moment that connected fragrance discovery with AI-driven personalization.
Calvin Klein Euphoria
Overview
Consumer Tension
Fragrance is emotional, but hard to communicate in a visible, interactive way in a retail space. For Gen Z especially, discovery works better when it feels personal, immersive, and shareable.
Brand Goals
Calvin Klein wanted to turn the launch of Euphoria into a visible brand experience rather than a traditional fragrance display. The goal was to engage Gen Z through personalization and interaction, while inviting shoppers to become part of the Euphoria universe.
Experience
Visitors stepped into the AI Photobooth, where the system analyzed their posture and movement to read their energy and transform it into a visual aura. Based on this interpretation, the experience guided each participant toward their matching Euphoria scent. This turned a fragrance launch into a personalized journey that people could see, interact with, and share.
Result
The installation delivered 1,500+ activations, showing strong engagement in a high-traffic retail environment. It helped transform a fragrance launch into a participatory experience, creating a more interactive and measurable way to connect with Gen Z consumers.
Total Activations
1500
Strong engagement in a high-traffic location
More interactive connection with Gen Z
