Probably everyone has at some point of his or her life had to get a passport photo taken at a photo booth. I bet, the experience was nothing spectacular, and most certainly far from funky. You sit down, try to look the best you can, and then follow the instructions of a metallic voice that directs you not to smile, take off your glasses, and click OK if you like what you see.
All of this in a rather dull environment.
In France, the chain of photo booths Photomaton has recently decided to move away from boredom, and provide a nice ambiance to its customers. For this purpose, Photomaton has hired the famous Philippe Starck who, a strong brand himself, has a golden touch as far as giving a boost to tired brands goes.
To address the requirements of its young customers (young people are the ones who change their passports and other documents most frequently), Photomaton has integrated touch screen technology and a possibility to upload the freshly taken photos on Picasa and Facebook.
Getting an object designed by Philippe Starck can give a huge boost to any brand. In this sense, I would not just call the Photomaton-Starck co-operation a deal between a brand and a designer. It goes much farther than this. It's essentially a brand endorsement, in which the personal brand of Philippe Starck serves as a powerful meta-brand which boosts the brand image of Photomaton.
Original source (in French): Photomaton s'offre un nouveau look avec Starck, by Olivier Marbot, in Management, February 2011