Interesting things happen in Athens (Greece).. Big urban development projects, start ups, volunteer opportunities.. Athens Co Creation Branding Project, Panteion University

1. A CONTEMPORARY METROPOLITAN CITY
Athens calling )))))

2. Athens Municipality
Population 745, 514
Area 38.964 km2
Density 19, 133/ km2
http://issuu.com/alexfrog/docs/eleonas_enclave
http://metaxourgeio.wordpress.com/

3. Rock in Athens 1985 The logo, -a hand-drawn white
olive wreath, a dual symbol of
peace and victory.
“The emblem, the olive
wreath, reflects these
values’’… participation,
celebration, humanity, and
heritage:
• ELKE Olympic
Business Project
•Athens Business Club
interventions such as
re-designing public
spaces and planting
trees and flowerbeds
‘’The Beauty in the art
Philosophy, Democracy .. These cultural
goods are precisely the ones, that
compose the essence of European culture
and vibrate the soul of Europeans .. ‘’
(Christos A. Sartzetakis)
BRAND CITING SINCE 1985
Opportunities for branding
brand identity
..to transform
Athens to a
special city. . “The
country has to
think of culture
not just as
heritage, but also
as something to
build a future
from-and that is
business”
(Red Design &
C.Koenig)
b

4. The composition of the new brand follows the
logic of a visually simple and understandable,
discrete, always and everywhere, drawing
with hidden symbolic value(2011).
The official logo of the contest remains the same, with the
only change being the Greek flag placed at the center of
the hear.
The sub-logo was based on the Phaistos Disk.
Slogan for the competition, the phrase
«Feel The Rhythm».
Athens Festival:
The fox in the bazaar (2011)
-Athenians need a “fairy-tale”
-In association with the Athens School of
Fine Arts
2007 vision «Athens, Eternal Cultural Capital»
(N.Kaklamanis)

5. e-government system
•E-payments
•Applications/information
•Building conditions
services for the citizen
The City of Athens remains consistent and
dynamic in its efforts to support the city's
socially disadvantaged groups, that
is, individuals with disabilities, homeless
persons and substance users.
The municipality operates a Disability Support
Office, the City of Athens Homeless Shelter
and four Dependent Substance Use Prevention
Centres, while it is in the process of
establishing a Therapy and Social
Reintegration Programme for Substance Users.
Office for People with Disabilities : has built
up a database which comprises details on
agencies, services, schools, associations for
people with disabilities and vocational
training centers.
Friendship Clubs, which act as an antidote to
loneliness, and the "Help at Home“ scheme.

6. http://www.breathtakingathens.com
The urban and cultural makeup of the city offers the
visitor many choices. We’ve put together a couple
of suggestions to assist with experiencing
Athens your way…

7. …FOR VACATION, SHOPPING, MONUMENTS,
CONFERENCES
What is the Wishlist?
An easy and fun way to gather and save all your
"favorites" in one place! Favorites include: Hotels,
Activities, Points of interest etc.
As a non registered member you can only view or
print your Wishlist.
View your Wishlist
As a registered member, you can save, view or print
your Wishlists at any time.
Register to save your Wishlist
Live It
like a Local
Weather in Athens 25.8C
Vacation means freedom from
schedules and time restrictions. When
you’re in Athens, don’t do as the
Athenians do, because while they’re at
work, you can go sightseeing..OR..
To plan your unforgettable conference,
contact the Athens Convention Bureau
http://www.athensattica.gr/en/

8. The project includes the construction and
complete outfitting of new facilities for:
•the National Library of Greece (NLG)
•the Greek National Opera (GNO)
•the creation of the 170,000 m² Stavros
Niarchos Park.
•The Foundation’s vision is to provide
the country and the city with the new
institutional foundations .
•it needs to move forward and with
a framework for the future.
•Education, culture and sustainability,
the SNFCC’s three main elements, are
essential requirements in enhancing
the potential of the city and its
people and placing them within a
twenty first century global context.
Star architect: Renzo Piano
http://www.snf.org/

9. 1st prise OKRA LANDSCHAPSARCHITECTEN BV
(Knuijt Martin)
•climate control
•changing transportation nodes
•activating public realm
•strategy of occupying 1000 ground floor spaces in vacant buildings
with cultural activities
a vibrant, accessible and revitalized heart of the city
to be completed by 2015
http://www.rethinkathens.org

10. Thivon Avenue soon
7 goals+
•Elaionas metropolitan transportation
center and sports facilities
•Alexandras Avenue sport
museum/parking place
•Kerameikos area cluster creative
entrepreneurship/KM Pop-up
Market/serviced studios/co-working spaces,
studio housing
•Academia of Plato museum/shopping
mall
•Reconstruction of derelict buildings
•Cycling networks/ social support hub
(Larissa Station)
•Reformation of the Varvakeion Market and
Athena’s Street
•«Rethink Athens»
Re-launching Athens' initiative
The recent 'Re-Launching Athens Initiative', received
€84m from the ERDF aims to revive the city centre
to make it more attractive to investors.
The project is based on 5 priorities:
competitiveness
improving quality of life
regeneration of urban areas
handling the social crisis
sustainability
Athens underground revitalized
‘’This project has dramatically changed urban transport in the
Attica basin. It has raised the standard of living for Athens
residents and improved air quality. Further work (extending a
metro line) is continuing to improve life in the city: in
particular on the line linking Piraeus and Kifisia in the north.
The EU is co-financing the project to the value of €50 m (of a
total investment of €79.2m) with 205 jobs directly created
during its implementation. Some 440 000 commuters are
benefitting from improved traffic flow, safety and comfort’’.
http://ec.europa.eu/regional_policy/conferences/mayors/2013/projects_en.cfm#2
ACCI Incubator for smart cities
Kerameikos by 2016
OLIAROS
Jessica
http://www.oliaros.com/?p=143

11. redevelopment of the Syngrou avenue (is planned)
Piraeus Underwater Antiquities Museum
a new landmark for the city and the port of Piraeus, with main
reference to the culture, quality tourism and sustainability
http://www.piraeusculturalcoast.org.gr/index.php?lang=en
Open Architectural Competition
Regeneration of part of the Piraeus Port Authority (OLP) Coastal Zone -
transformation into an open public space for outdoor activities
“The National Museum of Contemporary Art is on a crossroad, where the one
side is the Acropolis Museum and the other in the center of Athens, showing
that Greece has not only history, but also a present and a future”
National Gallery
http://www.tovima.gr/cultur
e/article/?aid=500035

12. "City Branding" is already out
there…
MUSIC
soundsnap
MOBILE Marketing warp
Fashionnetrobe
Taxi, as it should be
https://taxibeat.gr/
create technology and
innovation
http//:www.radiojar.com
http://www.parkingd.com/
http://edition.cnn.com/2012/07/13/opinio
n/keen-greek-entreprenuers
entertainment
http://www.dailysecret.com
more than 26 extensions for the
Joomla!
http://www.joomlaworks.net/
http://www.crowdpolicy.com
Athenians work on..many
domains..innovation – sharing
economy – social development
Unique system for
recording and
presenting the online
advertising business
across the internet.
Taxibeat
Taxiplon
OUR OBSERVATIONS
The LazyPub application is
a low cost solution, which
enables easy publishing
PDF, EPUB and HTML
versions on mobile phones
and tablets.

13. easyKENAK
energy
certificates
in 6 steps
Codebender
online development & collaboration
platform for Arduino users, makers
and engineers
online marketplace for kids..
It's not the
destination,
it's the journey!
Innovative holiday & travel ideas
Start ups for…tourism,
energy, fashion, survey,
art & creation…..
SPONSORS
NESPRESSOHEINEKEN SIMPLY BERGERS GALAXY DOMINO’S
survey platform which provides
access to millions of targeted users

14. Universities
Athens Startup Weekend University
•Startup Weekend University is part of Startup Weekend, a global grassroots
movement of active and empowered entrepreneurs who are learning the basics
of founding startups and launching successful venture
•Startup Weekend University follows the same basic model of all Startup
Weekend events: students are welcome to pitch their startup idea and receive
feedback from their peers.

15. Startup Live Athens #3 -
Sustainable Enterpreneurship
June2013 - ALBA Graduate
Business School
2012, the event included pitching, mentoring and hands-on business building with the special focus
on cultural and social entrepreneurship focus
on “Social Entrepreneurship”
to “create initiatives that
influence both business and
cultural behaviors so that all
parts become confident towards
people with disabilities“.
•IncludAbility
•We Protect the Forrest
•Women on Top
All three teams were awarded with
participation in educational & training
programs, recruitment services and
membership in a coworking space and social
economy network!
2012 Includabiliy pioneer
award  Pioneer: Festival
Aiming on the mission
to clean the forests and
provide alternative energy
resources rising star
award
a venture dedicated to
mentoring women and
connecting them with
society and the market
Community Vote
We Protect the Forrest
Women on Top2013 EuRuKo (the European
Ruby Conference) an annual
conference which focuses on
the Ruby programming
language
• is used for startups too..

16. venture capital funds
Startup Weekend
Athens 2013
Openfund Incrediblue & WorkableHR
PL Tech Catalyst
pre-seed
HachFwd
Funds
Athens Open Coffee &
Techcrunch blog
Athens StartupDigest
Life is too short to work at a boring company
start ups in:
mobile applications
mobile marketing
wolfish Globo LazyPub
Upstream Warp.ly
Transportation
solutions
social media
Fashion Energy
Arts …
Useful conclusions
• start ups have shown
significant potential
•need an effective
networking with the
aim of implementing
fresh business ideas
•should take
advantage of
investment
projects/financing
•need to eliminate
negative effects of
bureaucracy

17. Athenians in the face of significant challenges
are trying to redefine solidarity "αλληλεγγύη"
and community "γειτονιά“…
volunteerism is "one of the most basic expressions of
human behavior and [it] arises out of long-established
ancient traditions of sharing and reciprocal exchanges.”
Free provision of
social and
medical services
in the areas of
treatment,
prevention,
education, health
infrastructure,
etc.
citizens
engagement
participatory
design
aims to promote the various
groups of volunteers and
NGOs in Athens, as well as
connecting them with other
volunteers that want to
participate in their initiatives
matches
student
volunteers to
events globally
volunteers for
every kinds of
events
The organization has
organized more than
300 voluntary work
programs in 104 areas
of Greece
an annual event and network
inaugurated in 2011 to connect
volunteers and promote
collaboration among volunteer
initiatives.
In 2004, 160.000
people applied for
volunteer positions
with the Athens
Summer Olympics,
and 45,000 Greek
volunteers became a
part of the events.
Approximately
25,000 people took
part in volunteer
action during the
Athens Special
Olympics in 2011.
"This is My Athens" is a new,
free program available to
visitors to Athens. It is staffed
by volunteer Athenians who
are excited to show you "their
city" and all it has to offer.

18. CREATIVE teams to improve public
spaces
• Architects: architect groups that
produces designs creating public
spaces and projecting buildings
• Civil communication with agencies to
resolve problems, promotion and
dissemination.
• Creative a collegiate artists intervene
creatively in the city.
• Cultural events.
• Turning trouble spots into green
areas .
• Social actions to strengthen weak
social groups
• Highlighting the city's history
through tours.
recently created the
first pocket park in
Athens.. a smaller
version of a regular
park ..a solution to
this common “lack-
of-green-spaces”
problem..

19. The first Artistic Incubator of Athens - housed at
the restored historical building of Romantzo
magazine- A vibrant cultural hub will be created
where new creative/artistic start-up groups
BIOS.
Athens centre for
today's art and cross
media
“DIAZOMA Association” in
collaboration with “APT
Information Systems S.A” under
the sponsorship of the "Stavros
Niarchos" Foundation, created
the EasyGuideApp, an
innovative guiding application
for "smart" mobile devices
Panteion University of Athens..
Scheduled a two day scientific meeting on May 2013
‘’Managing cultural organizations in times of
financial crisis..’’
•Sustainability of
cultural
organizations and
activities
•New ways and
sources of funding
Impact of the crisis
on priorities and
policies promoted
•Actions to approach
vulnerable groups
together
•Development of
alternative cultural
activities in crisis
OPERA at school, on bus..
at metro stations
innov athens cluster - home
for start ups
Athens
International Film
Festival
@NeosKosmosThtre
Sharing the theater
The key is ..Innovation, mission statement,
passion & cooperation…
‘’we live because of
our love of an utopia’’..
O.Andreadakis
volunteers

20. A meeting point for international artistic
creation, Art-Athina brings together
significant Greek and foreign art
galleries, cultural institutions, curators,
collectors, art critics and art lovers
•Comfort and Technology
•3-D Digital Cinema
•educational Views
•Baby Celebrations & Playgrounds
•Conferences
•Accessibility, Interface and Free Parking
•Automatic Reservation System
Groups, drink and theater is a source of
inspiration and motivation for both: artistic
groups, and the public. Polymorphic sites,
favorite sounds, variety of colors and
atmospheric lighting create an idyllic
environment in which the artists use their
imagination entertain, perplex and
entertain the audience ...
Athens welcomes some of the most
creative European musicians. Artists of
the European Jazz scene and many
promising young musicians perform
for the biggest jazz event of Athens
Athens Pride started as a small grassroots initiative
gathering a few hundred activists in 2005 and quickly
grew to become one of the most popular and most
significant all day events of the city.
A great celebration that has lasted 56 summers,
and that has hosted some of the leading lights of
theatre, music and dance

21. ‘’The Athens Biennale functions within an
international network of large-scale periodic
contemporary art events. It emerged from the
intense cultural activity that makes Athens one of
the most interesting places for contemporary art,
and it aims to be an agent of constant change and
innovation, provide a context for creativity and
dialogue and constitute a wide platform for the
designation and the critical engagement of local
artistic production, as well as a forum of discussion
and exchange with the international scene’’.
Heaven, titled ÒHeavenÓ (2009)
MONODROMOS (2011)
‘’Athens, and Greece, have been the epicenter of a social and economical
earthquake whose consequences are becoming stronger: How could one reflect on
this situation which seems to exhibit characteristics that make it global rather
than national or local in nature? Is what has been rather facilely referred to as the
“Greek example” a significant turning point in history?’’
Redefining Athens’s identity
and image

22. On Thursday 22ond of was a
difficult day for Athens. All
means of transportation
involved in 24 strike and so
the only way to move was by
private cars.
The first site is here!!!
“Car-Sharing” : A Pilot Program in the
city of Athens
•An element of modern transport
strategies
•In order to reduce traffic and illegal
parking in the city
The telematics system offers
•Real-time monitoring of the position of all buses.
•Information to passengers through "smart attitudes."
•Information through SMS and applications.
•Update passenger in a bus (announcing next stop)
•Information on traffic
(via the automatic passenger counting).
•E-ticket
•athens innovation living lab (open data)
Smart Neighborhood: where media-based social
interaction occurs
Smart Street: where new transportation behaviors
develop
Smart Square: where civic decisions are taken
Smart Museum and Park: where natural and
cultural heritage feed learning
Smart City Hall: where mobile e-government
services are delivered

24. VALUE SYSTEM
•Strengths
-social and cultural entrepreneurship
https://webgate.ec.europa.eu/socialinnovationeurope/node/3075
-research on voluntarism
40% increase  Human Grid/ TEDxAthens
http://www.ethnos.gr/article.asp?catid=22768&subid=2&pubid=63831505
-The Athens Migration Policy Initiative (AMPI)
http://www.migrationpolicy.org/AMPI/
•Weaknesses
-racist violence incidents
(2012:107 incidents in Athens out of 154 in Greece)
http://www.unhcr.gr/1againstracism/11940/
-Increase in air pollution
http://www.school.med.uoa.gr/attachments/article/129/PROGRAM.pdf
•Opportunities
-immigrant integration council
(np 78 of L. 3852/2010)
http://www.cityofathens.gr/katoikoi/allodapoi-metanastes
•Threats
-violence escalation
http://www.guardian.co.uk/world/2013/jan/23/greeces-political-stability-violence-escalates

25. QUALITY OF LIFE
•Strengths
-Mediterranean climate
http://users.uoa.gr/~nektar/science/geography/encyclopaedia.htm
•Weaknesses
-increased unemployment
(7,3% - 03/11-03/12)
http://www.statistics.gr/portal/page/portal/ESYE/BUCKET/A0101/PressReleases/A0101_SJO02_DT_MM_03_2
012_01_F_GR.pdf
•Opportunities
-Rethink Athens, Re-launching Athens' initiative,
Stavros Niarchos Cultural Center and Park, Atenistas
pocket park
-Metro extension to Piraeus /Tram
http://www.ametro.gr/page/default.asp?id=383&la=2
•Threats
-decline of the middle class
http://www.dw.de/greeces-middle-class-feels-the-pain/a-16545461
-reduced buying power
http://www.google.gr/#sclient=psy-
ab&q=ubs++bying+power+athens&oq=ubs++bying+power+athens&gs_l=hp.3...1752.18482.0.18631.37.31.6.0.
0.0.229.4421.1j29j1.31.0...1.0...1c.1.14.psy-ab.VAJrO_L-
iY8&pbx=1&bav=on.2,or.r_qf.&bvm=bv.47008514,d.ZWU&fp=4ba16b14749a4503&biw=1092&bih=514

26. GOOD FOR BUSSINESS
•Strengths
-human capital (think biz / AUEB)
http://www.startup.gr/index.php?about=89&id=689
•Weaknesses
-changes in the tax system frequently /high "tax rates“
http://www.skai.gr/news/greece/article/232997/evea-anagi-meiosis-forologikon-sudeleston/
•Opportunities
-The Hellenic Initiative (THI) supports an economic
renewal in Greece through entrepreneurship, business
development and investment (Hellenic Diaspora)
-http://www.thehellenicinitiative.org/
-Seventh Framework Programme: smart cities
development /“Cooperation” work programme
-http://www.ypes.gr/UserFiles/f0ff9297-f516-40ff-a70e-eca84e2ec9b9/eggr31472_10082012.pdf
-http://ec.europa.eu/research/fp7/index_en.cfm
-Startups
•Threats
-brain drain ( human capital flight)
- lack of competitiveness for new investors

27. HERITAGE AND CULTURE
•Strengths
-powerful historical background
•Weaknesses
-inadequate planning for cultural organizations’
sustainable strategies
-new funding and financial resources
•Opportunities
-cultural and heritage development of suburbs
http://www.greekarchitects.gr/en/landscapes/%CF%84%CE%B1%CF%84%CE%BF%CF%8A-%CE%B1-complete-proposal-
for-the-protection-and-enhancement-of-the-former-royal-estate-id6455
-activation of cultural and educational
institutions
One-day Conference "The Entrepreneurial Museum. - Benaki Museum
Management of cultural organizations in times of crisis “- Panteion University
http://www.benaki.gr/index.asp?id=203000001&sid=1221&cat=0&lang=en
http://cmc.panteion.gr/index.php?option=com_content&view=article&id=1365:l-r&catid=11:news&Itemid=23
•Threats
-destruction of the forest environment
http://www.fireservice.gr/statistika/dasika.php

28. TOURISM
•Strengths
-Athens: great cultural destination
http://www.telegraph.co.uk/sponsored/travel/50-greatest-cultural-destinatio/europe/8264503/The-50-greatest-cultural-destinations-
Athens-Greece.html
-Attica Coastline: Athens is surrounded by beaches,
where you can swim for many months
http://www.breathtakingathens.com/node/5001286
•Weaknesses
-bureaucratic obstacles for residents outside the
European Union
http://www.turizm.ru/greece/i-visa.html#1
-strikes affect tourism
-http://www.inews.gr/97/oi-apergies-epireazoun-arnitika-ton-elliniko-tourismo.htm
•Opportunities
-alternative forms of tourism (elective medical tourism)
(http://www.grhotels.gr/GR/BussinessInfo/News/Lists/List/Attachments/360/MEDICAL%20TOURISM%20FINAL%20ALL.pdf)
-new air routes/lower fares (Athens International Airport)
http://traveldailynews.gr/news/article/55336
-Up Greek Tourism (Hellenic Diaspora)
http://www.upgreektourism.gr/
•Threats
-increase on tourism competitiveness (neighbor foreign
cities)
http://mpra.ub.uni-muenchen.de/25389/1/MPRA_paper_25389.pdf

29. urban renaissance
Reconstruction
of Urban Environment
a new business trend ?
new and innovative cultural
actions and synergies

30. Forming a clear city identity
A new brand narrative taking into
account the emerging dynamics
Lean-ing start up and setting down all
the pieces of the puzzle: creation of
value
Coordination & methodology for
integrated action

31. Maria Kourassani
www.linkedin.com/maria-kourassani
Akrivi Giouleka
https://twitter.com/GioulekaAkrivi
http://www.linkedin.com/pub/akrivi-giouleka/67/238/890
Christiana Neokleous
https://twitter.com/christiana_neok
Caterina Vaimaki
https://twitter.com/CaterinaVaimaki
Vivi Kopsia
vivikopsia@gmail.com
Katerina Vlassopoulou
https://twitter.com/katvlas
http://www.linkedin.com/pub/katerina-vlassopoulou/17/b97/b5b
for your
attention!
Panteion University of Social & Political Sciences
Master in Cultural Management
Course: Cultural Marketing and Communication-
Athens Co-Creation Branding Project
Course Instructor : Betty Tsakarestou