For the Calvin Klein Euphoria Fragrance pop-up starring Rosalía, loook.ai transformed Plaza del Callao in Madrid into a live interactive brand stage with an AR Photobooth. The activation connected visitor participation with large-scale visibility: people received printed photos and saw real-time content displayed on the iconic Cines Callao screens.
Euphoria AR Photobooth
Madrid Became the Campaign Stage
Consumer Tension
The challenge was to make people feel like they were not just watching the campaign, but stepping inside it. The AR Photobooth connected the energy of Rosalía’s campaign with a personal, shareable, and highly visible pop-up moment.
Turning Visibility Into Interaction
The goal was to make the AR Photobooth more than a photo moment. It was designed to drive visitor participation, create branded content, extend the campaign to outdoor screens, and turn every interaction into real-time campaign visibility for Calvin Klein Euphoria.
Real-Time AR Photobooth Experience
Visitors interacted with the AR Photobooth, created their own campaign-style photo, and received an instant print. At the same time, selected photos appeared on Cines Callao screens, turning a personal interaction into a city-scale brand moment.
Results
778 photos printed in 12 hours
80 printed photos per hour
City-scale visibility
High campaign participation
