Ancient Greek art is moving beyond the museum display and becoming an immersive experience at the 90th Thessaloniki International Fair, where Hellenic Heritage officially opened its exhibition space today in the presence of Culture Minister Lina Mendoni.
The Hellenic Heritage pavilion invites visitors to experience Greece’s cultural heritage through sight, sound, technology and hands-on activities, creating a new dialogue between tradition and modern technology. This year, Kos and Rhodestake centre stage.
From workshops producing replicas of ancient artworks to augmented-reality applications, music and educational activities, the exhibition presents a different approach to cultural heritage — one in which visitors do not simply observe history but experience it.
“If we want to move our country forward, if we want to see the Greece of 2030 as each of us imagines it for ourselves and, above all, for our children, we cannot focus only on infrastructure,” Mendoni said. “Infrastructure is necessary, but we must change our mindset and take advantage of all the possibilities offered by both the public and private sectors.”
A public company supporting cultural heritage
Mendoni also explained the role of Hellenic Heritage, the commercial arm of the Organisation for the Management and Development of Cultural Resources (ODAP).
She stressed the company’s exclusively public character. The Ministry of National Economy and Finance owns 90% of its shares, while ODAP owns the remaining 10%. The Culture Minister retains supervision and control of the company.
Mendoni rejected claims that the creation of the company would open the door to private exploitation of Greece’s cultural heritage.
“Why did we establish the company? Various things were said in Parliament, that we wanted to sell off our heritage and bring private interests into cultural heritage through the back door,” she said.
The Ministry of Culture and ODAP retain exclusive responsibility for managing, promoting and restoring archaeological sites, museums and cultural heritage, she stressed.
Hellenic Heritage instead handles commercial activities, including cafés, museum shops and electronic ticketing. The company itself does not retain the revenue generated by these activities.
The money goes to ODAP, which uses it to support cultural heritage and contemporary culture, as well as other responsibilities including expropriations and publications.
From ancient replicas to augmented reality
At the Hellenic Heritage pavilion — C08, Stand 17 — the centrepiece is the “Model Collection” of the New Museum at Pireos 260.
The exhibition presents, for the first time, the “models”: the initial replicas created during the reproduction process of an ancient work of art.
Among the pieces on display are Hygieia and Dionysus with the Satyr and Pan from Kos, alongside the Aphrodite Bathing from Rhodes.
The exhibits highlight the archaeological wealth of the two islands while demonstrating how ancient Greek art can reach audiences through contemporary presentation methods.
Digital experiences form another major part of the pavilion.
Visitors can explore the Hellenic Heritage digital ecosystem and try the Digital Guide, which operates in eight languages as well as Greek Sign Language.
Augmented-reality applications also allow visitors to see monuments such as the Asclepeion of Kos emerge before them in their ancient form.
Ancient art meets contemporary Greek design
The Hellenic Heritage Shop features certified replicas of ancient artworks, approved by the Ministry of Culture, alongside contemporary Greek design products inspired by the collections of Kos and Rhodes and a selection of publications.
Increasing commercial revenue represents one of the company’s key objectives, according to Mendoni, with the proceeds ultimately returning to the cultural sector.
She highlighted the growth in revenue generated by ODAP, noting that the former Archaeological Resources Fund (TAP) generated €65 million in 2015, while ODAP generated €130 million in 2025 — more than double the earlier figure.
“There is enormous scope for revenue to increase even further, and that is what we want, so that it can go back into culture itself,” Mendoni said.
Expanding the museum-shop model
Hellenic Heritage plans to expand the commercial activities of its shops by offering more replicas, exhibitions and cultural products.
The company also wants to connect its retail network with contemporary Greek craftsmanship.
“We want more replicas, more exhibitions and more objects to sell in our shops, which are not located only inside archaeological sites,” Mendoni said.
She added that the aim is to expand the network further and connect it with Greece’s craft sector, allowing handmade products to reach the shops and showcase the continuity of Greek culture both domestically and internationally.
Bringing the culture of Kos to life
The pavilion’s programme also includes educational workshops inspired by the nature and art of Kos.
In “Colouring the Three Graces,” participants experiment with colours and bring the Three Graces of Kos to life.
Another workshop, “Little Secrets from Hippocrates’ Garden,” combines exploration, creativity and discovery with nature and the senses.
Through the combination of ancient artefacts, replicas, digital technology, contemporary design and interactive education, Hellenic Heritage is presenting cultural heritage not simply as something to look at, but as something to experience.
