Experiential Photo Booth Installation for Boothclub
Teens don’t shop here—they press the red button.
For Boothclub’s third location, a bright-red photo-booth installation transformed a central space at Westfield Mall of the Netherlands into a shareable mini-club. Pulsing lights, music and an inviting emergency-button-like exterior created a cultural hangout that produces more than 200 photo strips daily.
Insights
- The core insight is behavioral: Hear The Youth observed that teenagers still go to the mall to gather, hang out, and be seen—not to shop—so Boothclub was placed in a central Westfield atrium as something young people would walk into, linger in, and share without feeling like a store.
- The installation is deliberately designed as a bright-red box that reads like an unexplained emergency button, creating a playful “press me” effect; inside, it compresses into a mini nightclub with pulsing lights, music, room to dance, pose, and find an angle.
- Boothclub kept the experience analogue, matching the brand’s “selfies zonder filter” positioning, while the activation was engineered and built by Tchai, photographed by Rachel Ecclestone, and supported by a TikTok activation from Nine Sixteen.
- The only hard performance number cited is more than 200 photo strips per day from day one, showing the installation worked as both a cultural hangout and a production machine for shareable output.
- Local coverage from Midvliet says the opening happened on Saturday, 19 October 2024, in The Gallery of Westfield Mall of the Netherlands, and described Boothclub as a TikTok hit — though the outlet calls this the second Boothclub location while the studio case page calls it the third.
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