We recently had the opportunity of having an insightful conversation with Elena Kyrnassiou – Athanassoula, Vice President & Group Executive Director STIRIXIS Group. With more than two decades of expertise in her role at STIRIXIS Group, Elena has led international teams that deliver award-winning experiences.
STIRIXIS Group is a globally awarded firm delivering fully integrated business, design, and execution services that transform spaces into strategic assets. With more than 25 years of experience and over 850 successful projects in 29 countries, the company operates across a diverse range of sectors including retail, workplaces, hospitality, education, health & fitness, and specialized residential developments such as senior living, student housing, and luxury private homes. With regional hubs in the UAE, Greece, Romania, and the UK, STIRIXIS Group brings global expertise and local insight to each project, tailoring sustainable, innovative solutions that align with strategic goals and evolving market demands.
At the heart of the firm’s approach is its proprietary Systems Thinking methodology, which connects every stage of a project—from concept to completion—ensuring user-centric, future-ready outcomes. More than just designing spaces, STIRIXIS Group empowers businesses to grow, adapt, and thrive. Every environment delivered reflects the company’s promise of True Prosperity™—a commitment to creating lasting success built on relevance, resilience, and measurable results. Aligning her expertise with the goal of STIRIXIS Group, Elena Kyrnassiou – Athanassoula is carrying the group forward.
Spark Behind The Journey
We started the interview by asking, “Reflecting on your journey, what inspired you to start in your current industry, and what was a defining moment early in your career?”
Elena Kyrnassiou Athanassoula shared, “Although my academic background is in mathematics, I was always drawn to the world of architecture and design. I found myself fascinated by how the built environment affects human behavior and performance. What truly inspired me to transition into this industry was the realization that design is not just about aesthetics — it’s a powerful strategic tool that can drive business success and enhance people’s lives.
A defining moment early in my career was when I became involved in the strategic development of a space for a client, integrating business objectives with spatial and experiential design. Witnessing the impact this had on both the brand and its customers was transformational for me. It validated my passion for combining analytical thinking with creativity and confirmed that this was the path I wanted to follow.”
Adaptability Amidst Uncertainties
Interested to learn more about her journey in the field, we asked Elena Kyrnassiou – Athanassoula, to share the significant challenges she faced in her career path, and how she overcame the same.
“One of the most significant challenges I faced was leading the transformation of our company during times of global uncertainty and rapid change, as we all undergo. As markets evolved and client expectations shifted, we had to reimagine not only our services but also our internal culture and way of working.
Navigating this required resilience, a clear vision, and the ability to bring people along with that vision. I focused on fostering open communication, aligning our team around shared goals, and remaining agile in our approach. It wasn’t always easy, but the experience strengthened my leadership and reinforced my belief in the power of adaptability and purpose-driven strategy,” Elena explained.
Potential Trends Of The Industry
We further asked, “Given the rapid evolution in your industry, what major trends do you see shaping the future, and how is your company preparing for them?”
Elena Kyrnassiou Athanassoula mentioned, “The future of our industry is being shaped by three key trends: the integration of technology into physical spaces, the demand for personalized and experience-driven environments, and a growing emphasis on sustainability and purpose.
At STIRIXIS Group, we are actively embracing these changes. We invest in innovation — incorporating digital tools like smart technologies and data analytics into our design strategies — while always keeping the human experience at the center. We also prioritize sustainable practices, not only in terms of materials but also in creating long-term value for our clients and their stakeholders.
Our multidisciplinary, strategy-led approach allows us to stay ahead of the curve and guide our clients through transformation, ensuring that the spaces we design are not just beautiful, but also meaningful and future-ready.”
Plans We Asked Elena Kyrnassiou – Athanassoula
“Looking ahead, what are your aspirations for your company, and what strategies are you considering achieving them,” we asked Elena.
“Looking ahead, my aspiration for STIRIXIS Group is to continue expanding our global footprint while deepening the value we bring to our clients through innovation, strategy, and design excellence. We want to be recognized not only as creators of exceptional spaces but as true partners in transformation — helping businesses evolve and thrive in a constantly changing world.
To achieve this, we are focusing on three main strategies, including investment in talent and continuous learning, ensuring our team remains at the forefront of industry trends and capabilities. Moreover, we have also been focusing on strengthening our strategic advisory services, so we can support clients from vision to execution with measurable impact. Additionally, forging international partnerships and entering new markets where our integrated approach can make a meaningful difference is what we are looking forward to.
Ultimately, everything we do is guided by our core mission: to design prosperity — not just for our clients, but for the communities and environments in which they operate,” she added.
Redefining Businesses With AI: Impact On STIRIXIS Group
AI and emerging technologies are transforming businesses. To gather her perspective on this aspect, we asked Elena Kyrnassiou – Athanassoula, “How do you see these changes affecting your industry, and how is your company adapting?”
Elena Kyrnassiou Athanassoula explained, “AI and emerging technologies are reshaping our industry in profound ways — from how we conceptualize and design spaces, to how we predict user behavior and optimize operational performance. These tools allow us to move from intuition-based to data-driven design, creating environments that are not only aesthetically compelling but also intelligent and responsive.
At STIRIXIS Group, we embrace these advancements as opportunities to elevate the value we deliver. We are integrating AI-powered tools into our research and design processes — from spatial analytics and simulation to customer journey mapping and predictive modeling. At the same time, we’re investing in the digital upskilling of our team to ensure that technology serves as an enabler of creativity, not a replacement for it.
Ultimately, our goal is to leverage innovation in a way that strengthens our human-centered approach, delivering smarter, more adaptable, and future-ready spaces for our clients.”
Values Guiding STIRIXIS Group
Intrigued to learn what guides Elena’s company, we asked her to share the guiding principles or core values she consistently relies on to drive her company’s success.
Elena Kyrnassiou Athanassoula shared, “At STIRIXIS Group, our success is deeply rooted in a clear and unwavering set of core values that guide everything we do — from the way we think and create, to how we collaborate and deliver. First and foremost, integrity is non-negotiable: our word is our bond. We are honest, transparent, and fully committed to delivering more than we promise.
Empathy drives our approach to every project. We genuinely care about our client’s vision and challenges, and we work closely with them to ensure their goals are successfully achieved.
We also believe in Pushing Forward — staying ahead of change and continuously seeking new ways to increase our positive impact, both for our clients and our team.
Finally, we practice Sense-Making. We don’t just solve problems; we optimize and simplify. Through systemic thinking, we design long-term, sustainable solutions that ensure business resilience, agility, and growth.
These values are not just statements — they are the foundation of our culture, our client relationships, and the prosperity we strive to create every day.”
Staying Ahead Of The Curve
We asked, “Could you share an innovative strategy or approach that has recently helped your company stand out in a competitive market?”
Elena Kyrnassiou Athanassoula responded, “A recent example of how STIRIXIS Group has stood out in a competitive market is our work on the Qassim University project, in the design of the Auditorium and the Majilis Conference areas, a project which was honored with the Best Public Service Design in the world by the prestigious International Property Awards organization in London. This project exemplifies our commitment to integrating design with strategy in a way that addresses both aesthetic and functional needs, while deeply aligning with the client’s long-term goals.
What made this project innovative was our approach to creating a space that was not only tailored to the unique cultural and business context of Qassim University but also future-proof.
By blending advanced technologies with a deep understanding of the local context, we delivered a space that is both innovative and practical, setting a benchmark for design excellence in the region. This project positions STIRIXIS Group not just as a design leader, but as a trusted partner in driving sustainable, transformative change.”
A Collaborative Leader
We requested Elena Kyrnassiou – Athanassoula to share the evolution of her leadership philosophy over the years, particularly in light of the technological advancements and disruptions in her industry.
Elena Kyrnassiou Athanassoula reflected, “Over the years, our leadership philosophy has evolved to embrace a more collaborative and adaptive approach, particularly as technological advancements and industry disruptions have reshaped the way we work. Initially, we focused heavily on maintaining a clear vision and direction, but as the pace of change accelerated, we recognized the need to empower my team to lead with innovation and agility.
With the rapid development of AI, we had to shift from a more traditional, top-down leadership style to one that encourages continuous learning and cross-functional collaboration. These technologies allow us to solve complex problems more efficiently, but they also require a mindset that values flexibility and the willingness to experiment.
I believe that as a leader, it is crucial to foster a culture of openness where new ideas can be explored, and where every team member feels empowered to contribute to the organization’s goals. My role has become more about guiding and facilitating innovation, rather than just providing solutions. This shift has enabled STIRIXIS Group to stay ahead of the curve and continuously deliver value, not just through design, but through strategic, data-informed decisions that drive transformation for our clients.”
Follow Elena Kyrnassiou – Athanassoula on LinkedIn.
Find more about STIRIXIS Group on their website www.stirixisgroup.com.
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