For this project, developed in collaboration with the creative agency Loft Films, we created an AI Virtual Try-On experience within the Shox Style Studio, an immersive environment set up in AW LAB’s flagship stores in Milan and Barcelona. For one day, the stores were transformed into an experiential playground where fashion, technology, and creativity merged into a single narrative.

At the center of the activation was Frame, our fully customized AI Mirror, featuring a dedicated AI training based on the outfits designed by the brand’s stylist.

After completing a short introductory quiz, participants received outfit suggestions aligned with their personal mood: Visionary, Explorer, Performer, Universalist, and Trailblazer — five styles representing different ways of expressing identity, movement, and creativity.

Each look was adapted in real time to the participant in an authentic way, turning the experience into a true creative lab where everyone could explore their personal style and become a co-creator of the content.

The generated images were immediately available for download via QR code and ready to be shared on social media.

Over the two days of the event, more than 1,000 personalized contents were generated, with a very high level of spontaneous participation and strong organic amplification.