PROFIRST

MASSIMO DUTTI LIMITED EDITION FW24  FASHION SHOW BARCELONA Profirst were honoured to be the art and film curators, leading the creative concept and production of this unforgettable show in Barcelona. Collaborating with Massimo Dutti to bring this visionary project to life was a meaningful experience. Presented at the iconic PG96 store as part of the Art in Progress initiative, the runway show transformed the space into a living canvas, merging fashion and art. Creativity, craftsmanship, and innovation came to life in every detail.

We're excited to play a key role at the Belgian pavilion for World Expo 2025 in Osaka! The theme? Designing future society for our lives. Belgium will captivate with a scenography co-created by Dirty Monitor, Tempora, Barco, Showtex Asia and the Profirst team. We've shaped the concept of Human Regeneration. A heartfelt message about enhancing humanity, a call for renewal in the face of today’s challenges and a deep reflection on our capacity to change and progress. → We'll explore this profound narrative in 3 acts, focusing on healthcare within the “saving lives” sub-theme: 1) Preventing illness 2) Healing and restoring life 3) Pushing the boundaries of human life For artistic direction, we draw inspiration from Kintsugi. This ancient Japanese art form is a poignant metaphor for Human Generation, symbolizing how our broken pieces today can forge the golden bonds of tomorrow. ↳ Dive deeper into our vision by checking out the full press release (link in the first comment). PS : A heartfelt thanks to Arnaud Meulemeester Edouard Meier Charles-Louis de Lovinfosse Annabelle Mekari Jan Blomme Raphaël Remiche Orphée Cataldo Aldwin Dekkers Richard Marples  

Events are more than gatherings They are masterpieces of emotion. Consider events as a profound art form, a powerful medium to capture and amplify your brand's essence through the craft of pure emotion. Picture this: all your senses—sight, sound, taste, touch, and smell—working in harmony to deliver an immersive experience that transcends the ordinary. In those moments, you are not merely attending an event. You’re experiencing a revelation. It resonates deeply, bypassing rational thought and striking directly at the soul. It overwhelms and transforms you. Are you ready to elevate your next event from standard entertainment to a lasting work of art? Let Profirst be your guide into a new realm where deep human emotions meet innovative digital possibilities. Join us in redefining the essence of event experiences. Together, let’s create magic.

Creativity is the lifeblood of Profirst. It's the pulse that drives us forward, the breath that fills our lungs, the energy that ignites each day. Without creativity, there's only repetition. Creativity is our licence to think boldly, to colour outside the lines, to disrupt the norm. It's the courage to evolve, reinvent, and transform each experience. At Profirst, we celebrate creativity by curating talent. We seek out original thinkers and inventive souls. Those who dare to dream, defy conventions, and reshape reality with their vision. We’re not looking for followers, but for trailblazers. Every employee is encouraged to approach challenges in unique ways, to bring their full, weird, and wonderful selves to their work. This spirit of creativity enables Profirst to transform the ordinary into the extraordinary, much to the delight of our clients. So, come. Unlock your creative potential with us and discover just how much magic we can create together.

This is humanity in action. During the COVID-19 pandemic, while the world was brought to its knees, Profirst stepped up and established Wallonia's vaccination centers. Since then, we have expanded our humanitarian efforts. Since 2022, as war has ravaged Ukraine, Profirst has been managing the opening and operation of Ukrainian Accommodation Centers. People often ask how we shift so seamlessly from luxury to emergency. The truth is, the dichotomy is an illusion. For Profirst, it has always been about the human factor. For us, events are about connection, not just things. They're about emotion, not just entertainment. They're about meaning, not just spectacle. They're about excellence, not just effort. When a crisis strikes, our expertise isn't in throwing parties or offering VIP services. It's in turning a room into a refuge, transforming strangers into family, and reminding everyone that we’re all in this together. Profirst goes beyond 'feel good'. We strive to 'do good'.

Without Giorgio Armani, Profirst might not exist today. It was 30 years ago. The Italian fashion icon Giorgio Armani wanted to inaugurate a new boutique in Brussels’ Place du Grand Sablon and called for proposals. Profirst decided to take a chance. Honestly, our odds were next to none. We were a modest event production agency, mainly orchestrating golf tournaments across Belgium. But against all expectations, Armani bet on us! The boutique's grand opening was a phenomenal success, cementing Profirst's reputation overnight. Armani’s leap of faith rerouted our destiny. He saw our wings before we knew we could fly. He made us believe we could stand with giants. He gave our dreams permission to blossom. Today, if Profirst is a renowned name in luxury experiences, it is undeniably due to that initial spark. We owe him a profound debt of gratitude. Thank you, Mr. Armani.

Recently, Profirst produced the first edition of "The Value of Beauty" in the prestigious Art & History Museum (KMKG-MRAH) . The event brought together a number of well-known companies and organizations, as well as almost 300 guests including members of the European Parliament, the European Commission, and the media. The Value of Beauty Alliance, made up of L'Oréal, Beiersdorf, Givaudan, IFF, Ancorotti Cosmetics S.p.A. and KIKO MILANO, gathered to launch the Value of beauty report. It was an honor to welcome some of the leading CEOs, CFOs, presidents in the beauty sector such as Nicolas HIERONIMUS, Vincent Warnery, Gilles Andrier, Sabrya Meflah, Roberto Bottino, Simone Dominici, as well as speakers Kerstin Jorna, Dr. Florika Fink-Hooijer and Thierry Breton. Profirst created a truly multi-brand experience through a walking dinner and keynote presentation and drew inspiration from their 3 pillars : Economy and Innovation, Health and Well-being, and Society and Culture, to design, produce and coordinate this event. #ValueOfBeauty #BeautyIndustry #Profirst  

After-show dinner for Loewe during Paris Fashion Week Spring/Summer 2024 at Palais Galliera, musée de la Mode de Paris. An exclusive dinner with a view on the majestic Eiffel Tower and a beautiful jewelry exhibition to display the collaboration of Loewe with the artist Lynda Benglis. #Creativedesign #Scenography #Eventproduction #ParisFashionWeek #Loewe

Creative design, scenography and production of the Loewe after-show dinner during Paris Fashion Week Spring/Summer 2024 Palais Galliera, musée de la Mode de Paris #Creativedesign #Scenography #Eventproduction #ParisFashionWeek #Loewe

ZARA SA x Maison Special, Tokyo, Japan. Concept, design and production of a popup store entirely covered in green fur to celebrate the Spanish brand's 25th anniversary in Japan. #creativeconcepts  #storedesign #scenography #eventproduction