Capturing Innovation: Event Photography at ROLI’s Product Launch at Fabric, London

There are few things more exciting in the world of event photography than when a brand with genuine creative credibility launches something new—and does it in a venue with history. That’s exactly what happened at the recent ROLI product launch at Fabric, one of London’s most legendary nightlife institutions. As photographers, we were invited to do more than simply capture a product—we were there to document a moment in the city’s creative and musical timeline.

Why London Event Photography Stands Out

London has long been a global epicenter of music, design, and technology. It’s a city that breathes innovation, with an energy that flows from underground clubs to high-end art galleries. Photographing events in this city means adapting constantly—not just to different venues, but to vastly different audiences, tones, and visual environments.

There’s a particular visual language to London events: a mix of elegance and edge, polish and rawness. The ROLI launch at Fabric embodied that perfectly, bringing together sleek, futuristic music tech and the gritty, immersive architecture of one of the UK’s most influential clubs.

The Venue: Fabric

Fabric is iconic. Tucked under the old Metropolitan Cold Stores in Farringdon, its arched ceilings, industrial textures, and moody lighting make it more than just a club—it’s a canvas for any visual storyteller. With three rooms, multiple levels, and an intelligent lighting rig, it offers endless opportunities for photographers to get creative.

ROLI’s production team made the most of the space, turning it into a hybrid playground: part product showcase, part live music venue, part interactive exhibition. Every zone was carefully curated. Demos were lit with intimate, focused lighting that highlighted the design of the new product, while the main stage lit up for live sets that pulsed with sound and color.

The Main Event: The Launch of the Next-Gen Seaboard

At the heart of the evening was the unveiling of ROLI’s new Seaboard, a much-anticipated update to their groundbreaking expressive keyboard. Known for its soft, touch-responsive surface and ability to capture nuanced gestures like vibrato and glides, the Seaboard has always appealed to musicians seeking more from their instruments.

Visually, the new Seaboard is sleek and minimalist—more sculpture than gadget. Photographing it required a considered approach. Wide shots showed the energy of musicians exploring its potential on stage, while macro close-ups focused on fingers sliding fluidly across the surface, backlit by soft ambient glows and responsive lighting cues.

A major highlight of the night—and a dream subject for event photographers—was the live demo by Marco Parisi, one of ROLI’s longtime collaborators and a virtuoso keyboardist. His performance on the new Seaboard was nothing short of electrifying. Every gesture, every note, felt like a conversation between artist and instrument. Capturing his intense expressions, fluid hand movements, and the audience’s awe was one of the most dynamic visual moments of the night.

The People: A Community of Creators

What makes a product launch memorable isn’t just the product—it’s the people. ROLI has always had deep connections to the creative community, and the crowd reflected that. The guest list was packed with musicians, producers, composers, music tech influencers, and digital artists—all eager to get hands-on with the latest tool in expressive performance.

Candid photography thrived here. From intimate moments of quiet concentration at demo stations to bursts of laughter in the crowd during live sets, the energy was contagious. One standout shot captured a producer mid-performance, eyes closed, completely immersed in the sound and feel of the Seaboard.

It’s these human elements that bring an event to life through photos. In a city like London, with its cultural richness and diverse creative communities, these interactions are golden.

Takeaways for Brands and Creators

ROLI’s launch is a case study in how to do a product event right. It wasn’t just about specs and press releases—it was about experience. And in 2025, that’s what audiences are hungry for: immersive, authentic, story-driven engagement.

For brands planning events in London, high-quality photography isn’t just documentation—it’s branding. It extends the life of the event, amplifies its reach on social media, and provides content that continues to tell the story long after the lights go down.

Final Thoughts

Shooting the ROLI product launch at Fabric was more than a night’s work—it was a creative collaboration. As a London-based event photographer, it’s moments like these that remind you why this city continues to inspire. From the lighting to the layout, the crowd to the product itself, every detail contributed to a cohesive and unforgettable visual narrative.

And with artists like Marco Parisi bringing the Seaboard to life on stage, the launch became more than a product reveal—it became a performance, a connection, a memory.

If you’re planning a launch, live show, or creative gathering in London, don’t just think about what you want people to see—think about what you want them to feel. And make sure your photography reflects that.

Because in this city, your event deserves to be remembered—not just recorded.