Behind the Launch: Gobik Unity Cold25 Advanced Season

A Blend of AI, Fashion & Cycling Culture

For Gobik's latest collection, we aimed to create something that resonated beyond the cycling community. The Unity Cold25 Advanced Season launch was about more than just apparel—it was about crafting an experience that merged fashion with the thrill of cycling, and we knew we needed to capture the attention of a broader audience.

Our solution? A completely immersive AI-powered photobooth, staged as a "mystery box" in the heart of London’s Coal Drops Yard. Inspired by the city's love of exclusivity, the box invited curious passersby into a world of intrigue, using Shakespearean quotes to lure them in. Inside, visitors selected jerseys from Gobik’s new collection and took interactive photos, watching as AI transformed their streetwear into dynamic cycling action shots. This innovative way of showcasing the collection culminated with printed keepsakes, offering participants a tangible memory of their experience.

From concept to execution, this campaign wasn't just about showcasing apparel—it was about creating a personalized, shareable moment. The day-long queues proved that the fusion of technology, fashion, and sport sparked a connection between cyclists and the general public.

Our team designed every aspect of this unique consumer journey, from the photobooth’s sleek design to the seamless AI integration that brought the experience to life. With the goal of turning every participant into a brand ambassador, we transformed a simple launch into a cultural event.

Relive the Magic

Curious to see it in action? Watch the good vibes from the day unfold in our final video and experience how the Unity Cold25 Advanced Season took London by storm.

Special thanks to Juan Antonio Flecha and VIA Atelier for supporting the launch with a social ride full of good vibes! Cyclists also tested the photo booth, and the images talk for themselves. If you’re in London, don’t miss Gobik’s corner at VIA Atelier!

See you on the next :)