At this year’s Athens Street Food Festival, we designed and delivered a bold multi-brand activation for Papastratos, bringing IQOS, ZYN, and VEEV together for the first time in one unified, high-impact setup. The result was a seamless multi-category presence that transformed brand interaction into a dynamic, story-driven experience.

Our concept, an “urban oasis,” introduced greenery, natural textures, and fluid architectural lines into the raw industrial backdrop of the O.SY. Amaxostasio depot. The contrast was magnetic. A standout destination that drew visitors in and redefined the festival landscape.

Beneath the iconic IQOS logo-shaped gateway, we created distinct product discovery zones spotlighting the exclusive pre-launch of the IQOS ILUMA I-Series. An inviting lounge area encouraged dwell time and relaxed social interaction, while a fully integrated on-site point-of-sale seamlessly connected engagement with conversion.

Engagement unfolded as a structured journey. Upon entry, visitors received a custom 3D-printed IQOS token that activated a bespoke vending machine inside the space, unlocking curated premiums and instantly rewarding participation. Guests could sign and personalize their IQOS device, take part in interactive digital challenges, and engage directly with trained brand ambassadors.

Over nine days and 6,000+ visitors, the IQOS urban oasis evolved into a vibrant festival hotspot, presenting a cohesive, high-impact experiential journey.

Duration
9 days

Guests
Open to the public, 6000+ engaged visitors

Venue
O.SY Amaxostasio depot

Event Elements

Event Design | Branding & Engagement | Event & Crowd management