Meet the Creative Force Behind The Lounge Booth | Where Cultural Storytelling Meets the Editorial Experience
The go-to creative partner for the brands and stars shaping culture today, one frame, one story, one flash at a time.
In the world of event activations and experiential marketing, standing out is not easy. You’ll find yourself competing against companies that have been operating for years or even small boutique agencies. Yet The Lounge Booth, the brainchild of Filipino-American entrepreneurs Charles Guinto and Leo Cabal, founded in 2022, as a small, experimental concept, has quickly become the go-to for brands, celebrities, and influencers seeking an elevated, one-of-a-kind photography experience.
What sets The Lounge Booth apart is its ability to transform traditional photo-taking into an immersive, editorial-quality experience. It’s not just a photo booth. “A lot of people still hear ‘photo booth’ and think of a box in the corner with a curtain and props,” Charles explains. “That’s not us. When guests step into The Lounge Booth, they realize right away it’s a real shoot with photographers guiding them.” Leo adds, “The misconception is that it’s just another gimmicky event activation. But once people experience it, they understand it’s high-end photography packaged as an experience. They’re like, ‘Wait, I didn’t expect this to look like a Vogue portrait.’ That shift is everything.”
Today, The Lounge Booth’s clients range from tech giants to lifestyle companies, including Hyperice, Gold House, Grammy Museum, Amazon Music, Billboard, Nickelodeon, Disney, Apple TV+, and Spotify, to name just a few. Each activation is carefully crafted in close collaboration with the client to ensure the brand’s aesthetic is maintained while keeping the guest experience front and center. They’ve also launched “The Lounge Video Booth,” which captures short-form video clips showcasing movement, personality, and style in ways traditional photos cannot—like the promo they created for Universal Pictures’ Megan. Beyond brand activations, The Lounge Booth has expanded into event photography and weddings, bringing the same high-end, guest-focused approach to private celebrations.
Only operating since 2022, they’ve already photographed some of the most notable influencers and celebrities. Some of the celebrations range from Alicia Hannah-Kim, Conan Gray, Hasan Minhaj, Sandra Oh, and Key Huy Quan, to Filipino favorites like Liza Soberano.
But no matter who they shoot, everyone who steps into The Lounge Booth receives the star treatment. “Honestly, the reactions are usually the same: everyone feels like a star when they step in,” Charles says. “What surprises people most is how quickly they walk away with shots they actually want to use. We’ve had so many guests say, ‘This is my new LinkedIn headshot’ right on the spot.” Leo shares that the editorial quality of the portraits often catches people off guard. “We’ll get texts later like, ‘I made this my new profile picture’ or ‘My whole family loves this shot.’ It’s a reminder that no matter who you are, everyone enjoys being seen at their best.”
For Guinto and Cabal, their Filipino heritage is a guiding influence on both the logistics and experience of The Lounge Booth. “For me, it’s our sense of community,” Leo says. “Filipinos are naturally warm and welcoming, and that’s the energy we try to create. It’s not just about taking a photo; it’s about making people feel comfortable, celebrated, and part of something.”
Charles adds, “Growing up Filipino, you learn resilience and resourcefulness. That mindset shaped how we built this business from the ground up. Even when things got tough, we found creative ways forward, and that’s very much rooted in our culture.”
Running a creative business as a duo comes with its own lessons. Leo describes himself as the big-picture strategist, focusing on partnerships and growth, while Charles brings a meticulous eye for detail. “Together, we cover each other’s blind spots,” Leo says. Charles adds, “Working as a duo has taught me humility. Sometimes Leo will see an angle I missed, and vice versa. It’s a constant reminder that collaboration makes the work stronger.”
When asked about the legacy they’d want to leave behind with The Lounge Booth, both founders emphasize the experience over the photo itself. “I want people to remember how it made them feel,” Charles says. “It’s not just the photos, but the experience of stepping in, being able to freely express themselves, and walking away feeling truly seen and celebrated in that moment.”
Leo echoed the sentiment, “I hope people remember that we helped redefine what a photo booth could be—turning it into something people looked forward to, not just a corner activation. If people remember us for making them feel seen and celebrated, then we’ve done our job.”
With their unique combination of creativity, cultural authenticity, and high-end execution, The Lounge Booth has reimagined what it means to capture a moment. From brand activations with global companies to making every guest feel like a star, it’s no wonder they’ve become the creative duo everyone wants to work with.
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