Where the Humanhood Idea Was Born: The Story of DON Barber & Groom’s Second Space

Written By George Levitikos
 
 

In 2016, the growing needs of our diverse clientele — and our unwavering commitment to give every guest the time and attention required for exceptional grooming — led us to an important decision: to move DON Barber & Groom into a larger, purpose-built home at 23 Amerikis Street.

Designed in collaboration with a dedicated architectural team, the new space became a statement on its own. Industrial elements like metal and concrete blended seamlessly with the geometric elegance and colors of the 1920s–30s Art Deco movement. The result was a refined interior that carried the charm of old Athens into the present day.

With an espresso bar, expanded retail area, full barbering floor, and two private rooms for grooming and wellness treatments, the new DON could now host up to twelve services at once — evolving into a complete men’s concept store for the modern man.

It was inside this space, shaped by daily conversations, real needs, and honest exchanges, that the idea for DON Humanhood was born.

A grooming line created not from trends, but from the lived experiences of the men who trusted us every day.

Here, in our second home, the philosophy of Humanhood took its first breath —

a belief that every man deserves the freedom to shape the image of himself.

George Levitikos

On January 31st of 2022, George resigned from his post as Chief Growth Officer at MullenLowe Athens, to pursue his new venture, Diversity Services, a hybrid independent advertising agency dedicated to crafting revolutionary ideas that will enrich human life with technology. He tailors his teams to meet the needs of each particular project and provides consultation services to both clients and agencies.

Prior to MullenLowe Athens, George was actively involved in the business for 22 years, leading TBWA's Media Arts Lab and engineering 360º campaigns for various brands. He also rendered marketing advice to multiple Greek startups and gave talks at TEDxUoM and Digitizing Creativity in 2018.

Throughout his stint with MullenLowe Athens, he supervised campaign formation, recruitment, and training while he was also responsible for the account management division's operations. In addition, he facilitated the development of the MLA's Digital Department which surged to a remarkable size of 15+ staff. Moreover, George oversaw the growth potential identification, candidate authentication, and generation of content for RFI and RFPs.

He boasts an impressive track record in the Alcohol, Auto, FMCG, Retail, Travel, Education, and other industries, including notable clients such as Absolut Vodka, Carlsberg, Jaguar, Land Rover, Volvo, Audi, Coffee Island, Coffee Berry, McDonald’s, Dixons Kotsovolos, Intersport, Electronet, MyMarket, True Trips, Triparound, American College of Greece, Anatolia, CENERGY Holdings, Allianz, and Hellenic Aquaculture Producers Organization.

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