PROTERGIA

The launch of Protergia’s new identity unfolded as an immersive, large-scale event at the Port of Piraeus, conceived as a spatial narrative of transition.

A monochrome blue environment gradually shifted into the brand’s signature orange, marking a passage from past to future, from distance to warmth. Architecture, light, and movement shaped a monumental open space, guiding the audience through this transformation.

Linear LED structures traced the perimeter, forming a visual language inspired by energy flow and urban grids, a concept I developed as Art Director and embedded at the core of the project. At its center, a stage platform anchored the experience: a quiet point of convergence where the new identity emerged.

Scenography, lighting, and large scale projections were orchestrated with precision, creating a cohesive atmosphere of controlled change.

Social and lounge spaces extended the experience, allowing the environment to unfold beyond the moment of reveal.

Rather than a conventional launch, the project became a lived experience, where identity was not presented, but felt.