Amstel, a pure malt beer from the Heineken Group, elevated its brand experience strategy by stepping into the world of immersive, sensorial theatre with Autorretrato (Self Portrait). Staged in August 2023, the experience took over all three floors of Central 1926, a historic cultural landmark in downtown São Paulo, with free admission.

Conceived and produced by ATENAS.ag and directed by acclaimed theatre director Felipe Hirsch, Autorretrato (Self Portrait) drew from immersive formats in which the audience becomes part of the narrative, invited to experience the story from multiple perspectives. Inspired by the work of Rembrandt and the theme of self-representation, the concept also resonated with the myth of Narcissus and his fascination with his own reflection. Through its setting and diverse artistic languages, the experience invited audiences to reflect on identity and dive into their own essence—an approach aligned with Amstel’s core values of authenticity, freedom, and respect.

With overall direction, research, and dramaturgy led by Felipe Hirsch—whose career includes more than 100 awards and nominations across Latin America, including a Grammy as director of the performance Tribute to Tom Jobim – the project was brought to life by a distinguished creative team. It included Wado Gonçalves and Diego Ognibeni as creative directors; Daniela Thomas as art director; Felipe Tassara as set designer; Caetano Galindo and Guilherme Gontijo Flores as dramaturgs; Maria Beraldo as music director; Alexandre Herchcovitch as costume designer; Celso Kamura leading hair and makeup; Beto Bruel in lighting; Tocko Michelazzo and Gabriel Bocutti in sound; and Gabriel Malo directing movement.

Set within dynamic environments designed to spark reflection, the audience was invited to look through mirrors that shaped both the composition and atmosphere of the performances. Each participant had complete freedom to move through the space independently, choosing which scenes to experience and, in doing so, becoming the protagonist of their own journey within the work.

In total, the production featured 21 performers wearing costumes inspired by transgression and infused with irreverent elements, reflecting the distinctive signature of fashion designer Alexandre Herchcovitch. Music and sound design also played a central role in the experience. A live ensemble of seven musicians brought the ambient soundtrack to life, with an original score composed to deepen the audience’s sensory connection to the piece, making each moment even more immersive.