Village Cinemas

at The Mall Athens

A Transformative Entertainment Experience.

Village Cinemas partnered with STIRIXIS Group to reinvent the foyer of its flagship multiplex at The Mall Athens, transforming it from a transitional waiting area into a dynamic, business-driving entertainment destination. Responding to the evolving expectations of today’s audiences - who seek immersive, interactive, and emotionally rich environments, the project redefined the pre-show experience as an essential part of the cinema journey.

Rooted in strategic research and audience profiling, the concept was designed to extend guest engagement, increase non-film revenue, and attract younger demographics. The space was curated around three key visitor types, the Gamer, the Explorer, and the Movie-Goer, each supported through tailored zones that encourage exploration, social interaction, and extended dwell time.

The redesigned foyer features an iconic entry transition, a vibrant LED-lit circulation core, and a reimagined concession experience highlighted by the playful Sugar Rush Zone. Gaming areas, branded installations, and self-service touchpoints further enrich the environment, blending entertainment with convenience and revenue-generating opportunities.

P r o j e c t  d e t a i l s

Architectural design: STIRIXIS Group

Construction: QPROJECT

Photography: Mata Serafeimidou