The day kicked off at Via Atelierour first UK retail outlet, with a social ride led by Juan Antonio Flecha. We then moved to Coal to Drops Yard, where we unveiled our big surprise: a photobooth AI-driven photobooth, disguised in an intriguing "Mystery Box". We wanted to offer something really special, something that would capture attention, and we certainly succeeded. Curiosity won out, and people entered without hesitation to find out what was hidden inside.
Once inside, visitors encountered an interactive photo booth that, using artificial intelligence, allowed them to virtually try on our garments from the new collection. The surprise came instantly: their photos turned into action images, capturing the dynamism of cycling while wearing our designs. A fun way to mix fashion and cycling in one click.
For us, this campaign was about much more than just showing the clothes. We wanted to create a unique, personalized and, above all, shareable moment. The long lines throughout the day proved that we achieved something special: a connection between cycling, technology and all kinds of audiences, not just cyclists.
The idea was not just a launch, but to turn each experience into something that visitors would want to take away and share. In essence, we wanted everyone to feel like brand ambassadors, and we think we succeeded: we transformed a launch into a cultural event.
The photobooth was also a resounding success at recent trade fairs like the Italian Bike Festival and the Sea Otter Europe in Girona. The endless lines of people waiting for their turn to have their picture taken were proof of how well received the idea was. In addition, we were fortunate to have professional cyclists such as Filippo Ganna y Elia Vivianiof the INEOS Grenadiersat the Italian Bike Festival, and big names like Alejandro Valverde and Iván Cortina, of the Movistar Team, together with Juan Antonio Flecha at Sea Otter Europe - a real luxury!
Our next stop will be at Roc d'Azur (09-12 Oct.), where we will offer you again the opportunity to live this unique experience with our new collection. Don't miss it!
