Vertical

Vertical has been active in the aluminum frames trading in Greece since its inception in the 70s. Role—Play maintain a long-term collaboration in branding, digital design and architecture for over a decade.

Showroom Renovation
Architecture / Spatial Design
2024—2025

The new Vertical showroom on Kifisias Avenue in Athens reimagines the traditional aluminum frames showroom as an open space for collaboration. The systems themselves are integrated into the building as full-scale elements allowing visitors to experience them in real-life conditions. At the center of the space, an all-red table functions as a workstation for salespersons and customers alike. Offices and other facilities organised on an elevated perimeter. On the main façade, a perforated red metal shell wraps the existing structure, filtering the western sun and embodying the brand identity. At night, its illuminated version introduces a subtle red landmark along Kifisias Avenue.