Panos Andrikopoulos is the founder of Incentive, an Athens-based creative practice creating immersive brand experiences that combine architecture, content, technology and storytelling. His work explores how light, space and new media shape the way people feel, behave and connect with their surroundings. He holds MRes and MPhil degrees from University College London, supported by a SEAHA scholarship through the research partnership between UCL and the Universities of Oxford and Brighton. He also lectured in lighting design at Brunel University. In collaboration with the late Professor Dimitrios Pantermalis, President of the Acropolis Museum, he conducted research in the museum’s Parthenon Gallery, investigating how environmental conditions—particularly lighting—influence visitors’ experience and behaviour, using mobile EEG and electrodermal activity measurements. Named among the international “40 under 40” lighting designers in 2017, he has designed various projects, acquiring international awards such as Architizer A+Award darc awards. His international experience includes working alongside Dominic Harris at Cinimod Studio on projects involving Microsoft and AKQA, and leading research and development at ACT Lighting Design, with work including the illumination of Rotterdam’s Erasmus Bridge. Through Incentive, he brings together research and creative practice to design experiences across physical and digital space, exploring how emerging technologies can deepen human engagement and give places meaning.