In 2023, GAİN relaunched its digital platform with the second season of Persona (Şahsiyet)—the Emmy-winning limited series directed by Onur Saylak, written by Hakan Günday, and starring Haluk Bilginer. To mark the occasion, GAİN partnered with WOW WOW PROJECTS to design a premiere that transcended tradition.

As Head of Experience and Partner, Berk Ilhan led the project from concept to execution, bringing all teams into a unified creative vision. The result was a fully immersive, psychological experience shaped by memory, identity, and emotional tension.

Visitors moved through a darkroom-like memory chamber, a sound-responsive mind space, and a dreamlike city street, encountering projection mapping, light shows, soundscapes, surprise choreographies, and multimedia installations. The journey ended in a screening space with 500 mismatched chairs and three large cinema screens, evoking the lead character’s home.

The event earned wide recognition for reimagining what a premiere could be, transforming a story into a living, walkable world.