Village Cinemas — operating 7 multiplexes, 62 halls, and 12,700 seats across Greece and welcoming 3.3 million visitors annually — faced a challenge that had become strategic, not operational. Growing competition from streaming platforms was restructuring the industry, while the flagship foyer at The Mall Athens (700 sqm, 14 halls, 2,754 seats) was designed around ticket sales, underutilizing F&B, retail, and gaming revenue. The cinema lacked a destination experience beyond the film itself, and the existing design was not replicable across the network. The core strategic question: how to monetise the visit, not just the ticket.

STIRIXIS Entertainment delivered Strategy, Architectural Design, MEP Design, Graphic Design, and Construction Management. The strategy aligned the space with revenue streams and visitor behaviour, creating distinct areas designed to drive different revenue streams and developing a replicable design system for rollout across locations. Design communicates the brand story from the moment visitors enter: a glowing column with the phrase “Everything You Imagine Is Real” anchors the layout, guiding guests through a welcoming ticket and reception area, an energizing arcade corner, the colourful “Sugar Rush” wall, and comfortable lounge seating. Full construction management of the 700 sqm flagship was delivered in May 2025 through phased execution — keeping the multiplex fully operational throughout — while maintaining quality, timeline, and operational alignment.

Today, Village Cinemas at The Mall Athens delivers a complete entertainment experience, combining film, food, gaming, and retail into one engaging destination. Village reports increased non-film revenue post-renovation (client confirmed). Following the Mall success, 4 more locations were assigned to STIRIXIS, including Rentis (21 screens) and Mediterranean Cosmos. The project received the International Property Awards 2025, recognising STIRIXIS Entertainment’s capability to transform a cinema foyer into a fully-fledged entertainment hub.