Amstel, a pure malt beer from the Heineken Group, innovated its brand experience strategy by immersing itself in the universe of immersive and sensory theater with the production Self Portrait. Staged in August 2023, the experience occupied all three floors of Central 1926, a historic building and cultural heritage site located in downtown São Paulo, with free admission.

Conceived and produced by ATENAS.ag and directed by renowned theater director Felipe Hirsch, Self Portrait drew inspiration from immersive performances in which the audience is fully embedded within the narrative, invited to experience the story from multiple perspectives. The concept was inspired by the works of Rembrandt and the theme of self representation, also engaging with the myth of Narcissus and his fascination with his own reflection. Through its scenography and diverse artistic expressions, the experience encouraged the audience to reflect on their own identity and dive into their true essence, a connection aligned with Amstel’s core values of authenticity, freedom and respect.

Felipe Hirsch, responsible for overall direction, research and dramaturgy, brings extensive experience and recognition within the theater industry, with more than 100 awards and nominations across Latin America, including a Grammy as director of the performance Tribute to Tom Jobim. He was joined by a distinguished creative team in the development of Self Portrait, including 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 responsible for hair and makeup design, Beto Bruel in lighting design, Tocko Michelazzo and Gabriel Bocutti in sound design, and Gabriel Malo directing movement.

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

In total, the production featured 21 actors dressed in costumes inspired by transgression and infused with irreverent elements, reflecting the distinctive signature of fashion designer Alexandre Herchcovitch. Music and sound design were also key highlights of the performances. Seven musicians formed the live musical ensemble, bringing the ambient soundtrack to life. The score was specially composed to intensify the audience’s sensory connection with the piece, making each moment even more immersive.