The Olympia City Music Theatre “Maria Callas,” once home to the Greek National Opera, now reclaims its place at the heart of Athens’ cultural scene. Revitalised, this historic venue is more than just a building; it is a living testament to Athens’ artistic legacy and a vibrant platform for new voices. The theatre invites audiences into a world of symphonic and choral performances, showcasing the depth of Athens’ musical heritage while embracing the spirit of contemporary culture. With its renovated interiors and a permanent exhibition honouring the legendary Maria Callas, the Olympia Theatre is a destination where history and modern expression meet.

As a design team, we approached the project of creating the Olympia Theatre’s visual identity for the 2024-2025 season with passion and dedication, offering our services pro bono. Our commitment stems from a deep love for the arts and a desire to elevate Athens’ cultural landscape. For us, this project was more than design—it was a tribute to all forms of artistic expression that make Athens an enduring cultural beacon. In crafting the identity, we wanted to capture not just the look but the spirit of the theatre, a place that brings intangible emotions to life.

Our design centres on a unique concept of “anti-form”, creating a visual language that mirrors the ephemeral and intangible nature of performance. By filling the space among elements, we evoke what can be felt and heard in the theatre, even if unseen. Central to the design are the digitised shapes that make up the logo and visual elements across all materials. These shapes are carefully constructed from pixel-like blocks, evoking both the classic grandeur of theatre and a sense of digital modernism. The abstract, modular forms represent the fragmented nature of art itself—a series of impressions, emotions, and moments that come together to form a cohesive experience.

The choice of vibrant orange, paired with black shapes, brings a youthful and energetic feel to the design, adding a lively, modern twist to the theatre’s identity. This bright orange colour injects warmth and joy into the materials, appealing to a diverse, contemporary audience. The negative space within these digitised forms invites viewers to look closer, to search for meaning and interpretation. In every medium—tickets, programme guides, brochures, the website, and even social media—the negative space adapts, reflecting the theatre’s dynamic and multifaceted offerings. Outdoors, in the form of bus stop posters, these shapes are larger than life, drawing passers-by into the visual narrative of Olympia Theatre.

The identity is not only a brand but an artistic statement, an embodiment of how the theatre engages with and transforms its community through art. This approach transforms the identity into a sensory experience, as though each element captures the emotions, sounds, and energy surrounding every performance.