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ATWU / CASE STUDY
CHRISTMAS / EXPERIENCE / CULTURE
ATHENS / 2023
ΜΥΛΟΣ ΤΩΝ
ΞΩΤΙΚΩΝ
× ATHENS.
PROJECT VILLAGE Magic Park
MAGIC FUELED BY Μύλος των Ξωτικών
LOCATION VILLAGE shopping & more / Athens
CREATIVE & PRODUCTION ATWU | Creative Hub
TRIKALA MADE
THE MAGIC.
WE BROUGHT IT TO ATHENS.
THE STORY

For the first time, the creative world of Greece's largest Christmas theme park travelled from Trikala to Athens.

In 2023, ATWU | Creative Hub initiated a pioneering collaboration connecting VILLAGE shopping & more with e-Trikala and Μύλος των Ξωτικών.

The objective was ambitious: to bring the atmosphere, imagination and creative DNA of the celebrated Christmas destination in Trikala into a completely new environment in Athens.

Rather than simply referencing the famous Christmas park, the Athens experience incorporated constructions and festive elements inspired by and connected to its original creative world.

The result became VILLAGE Magic Park — Magic Fueled by Μύλος των Ξωτικών, creating a new festive attraction for residents and visitors of Attica.

AN ATWU MILESTONE / 2023
THE BIGGEST
CHRISTMAS STORY
IN GREECE.
A NEW CHAPTER IN ATHENS.
THE COLLABORATION

THREE WORLDS.
ONE CHRISTMAS
EXPERIENCE.

01 / THE DESTINATION

VILLAGE
SHOPPING & MORE.

The Athens destination became the physical stage for a completely new festive experience.

02 / THE MAGIC

ΜΥΛΟΣ ΤΩΝ
ΞΩΤΙΚΩΝ.

Greece's largest Christmas theme park brought its recognisable creative universe and festive identity from Trikala to the concept.

03 / THE CONNECTION

ATWU
CREATIVE HUB.

Concept development, strategic collaboration and creative production connected the two destinations and transformed the idea into an Athens experience.

THE CONCEPT
Don't ask Athens to travel to the magic. Bring the magic to Athens.
The idea was built around accessibility and cultural recognition. Μύλος των Ξωτικών had already established a powerful Christmas identity in Trikala. ATWU saw the opportunity to translate part of that universe into a new urban retail and entertainment environment, creating a festive destination closer to the residents of Attica. The experience combined Christmas imagination with shopping, entertainment and destination marketing, turning VILLAGE shopping & more into a seasonal world of its own.
ATWU / THE EXPERIENCE

FROM AN IDEA
TO A CHRISTMAS
DESTINATION.

01

CONCEPT DEVELOPMENT

Creating the strategic idea of connecting the VILLAGE destination with the world of Μύλος των Ξωτικών.

02

STRATEGIC PARTNERSHIP

Bringing together VILLAGE shopping & more, e-Trikala and the creative identity of the famous Christmas park.

03

CREATIVE DIRECTION

Translating a nationally recognised Christmas universe into an experience with its own Athens identity.

04

THEMATIC EXPERIENCE

Developing festive constructions, decorations and visual touchpoints designed to immerse visitors in the Christmas world.

05

DESTINATION MARKETING

Creating a new seasonal reason for families and visitors across Attica to experience the VILLAGE destination.

06

CHRISTMAS COMMUNICATION

Building the communication around wonder, recognition and the emotional power of Christmas.

THE LAUNCH
09.
12.
2023.
VILLAGE Magic Park — Magic Fueled by Μύλος των Ξωτικών opened its festive experience in Athens on December 9, 2023.
ATWU / SERVICES
Concept Development
Creative Direction
Strategic Partnerships
Experiential Marketing
Christmas Event Concept
Destination Marketing
Event Communication
Creative Production
CHRISTMAS EVENT PRODUCTION / ATHENS
In December 2023, All The Way Up (ATWU) created a landmark Christmas collaboration for VILLAGE shopping & more in Athens, connecting the destination with Μύλος των Ξωτικών and e-Trikala. Μύλος των Ξωτικών, based in Trikala, is recognised as Greece's largest Christmas theme park. Through concept development, creative direction, strategic partnership development, experiential marketing and destination communication, ATWU brought elements of its celebrated Christmas world to Athens for the first time through the project VILLAGE Magic Park — Magic Fueled by Μύλος των Ξωτικών.
WE DIDN'T
BRING ATHENS
TO TRIKALA.
WE BROUGHT THE MAGIC HERE.
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