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May 1994

A company is born

My name is Alex and I am invested in the creative industries, oil and finance. In the summer of 1994 Smart Magna, a tiny media asset management company and talent agency, is founded in Athens Greece with the ambition to expand it in several markets across the globe. In the meantime, since 1992 I have been a shareholder and the chairman of Fuchs Hellas SA, a JV with Fuchs Petrolub SE, the largest independent lubricants manufacturer in the world, based in Mannheim Germany.

April 2010

Taking the vision global

In Berlin in April 2010 during a meeting with future  partners, the Islandic volcano erupts and we are forced to stay on in Berlin for 15 days, During this time I partner with the very talented theatrical and literary agent Michael Moore of the Michael Moore Agency of New York with a view to create a global agency. The decision is also taken to create a digital services agency to serve the markets of Athens, Barcelona, Berlin, London, and New York.

May 2017

We dare disruption

We are entrepreneurs, we have already ran an established company with 20 years’ experience worldwide. In terms of disrupting our business to bring it up to wrap speed in a rapidly changing world, we reimagined our company and we are now switching from a group of companies and ideas to a single holistic model. We have switched from a media asset management company to a digital next generation business bringing together the best in people, enterprise and ideas. We design change. Here at Smart.Magna we enable you to realise your idea, enhance your work and guide you through the process of creative disruption we see all around us. We make projects happen.

October 2019

Consolidating our activities

In October 2019 I sold my shares and resigned my Chairmanship at Fuchs Hellas SA in order to concentrate fully in tech, the creative arts, property; we also launched a new project which has been close to my heart for a long time: a leisure fashion brand with its roots in Berlin's underground scene -  probably the most vibrant in the world. In tech we are launching six e-commerce platforms under our own management as well as carrying research and augmenting our capabilities. We created the new umbrella Azero Brand to coordinate all our various activities, a work in progress

December 2020

Completing our transformation

2020 has been the weirdest year yet with lock downs, disruptions and uncertainties. For us this has been a time of opportunity to complete our transformation into an international tech enabled group. Technology now forms the backbone of all our activities under the Azero brand. The "Trash"fashion  brand was born in London in November 2019 and will be launched online in Berlin in December 2020. We will continue to invest in prime holiday real estate in Greece. We will remain invested in the  creative arts and talent management.


  • Fashion & lifestyle

    Creativity does not happen in a void but it is very much an integral part of the world around us. By actively participating in life and current trends, we feel we keep our company always relevant and our partners up to date.

  • Design to change

    Design is change: We do more than just imagine what we want to create. Our vision is to change the future of business, which means we want to continue to add value to people enterprise and ideas. "Change is not merely necessary to life - it is life." Alvin Toffler


    We love to play. Our culture is all about opening up to the wonderful world around us and breaking down complex business elements to their fundamentals; in doing so we manage the transition and keep central stage to your customers needs.




The transition from the old to the new economy is being carried out by successful companies through disruptive innovation in their chosen field of expertise. The Smart.MAGNA community brings together bright minds from all over the globe in order to design change and drive this process. We design, manage and implement your strategy in anticipation of the future needs of your customers. Our network includes brains, experience, startups from all possible fields and stages of development, established corporations as well as investors, entrepreneurs and leading innovators from politics, technology, finance and marketing.

Our world in a blink of an eye: Strategy - Project management - Talent management - Business Services & Processes - Incubation - Finance - Media Arts