19_Toom_Presentation

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Graphic Proposals A, B & C + Aplications To'om, Coffee Store Visual Identity Development / p.v1 / 11, May 2019

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Concept A

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� Concept A Experiencing ritualism & origins through fusion —— p21

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation

Many artistic works have set out to intervene in these strange habits (primitive art, neo primitivism); what is at issue, then, is not whether painting or sculpture is beautiful in our opinion, but whether it works, that is to say whether it can perform the magic required. In addition, the artist works for people of his own tribe, who know exactly what each form and each color are intended to mean. They are not expected to invent or change elements of their medium, but only to apply all their skill and knowledge in the execution of their work. E. H. Gombrich, History of Art

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece + Origins It is proposed to create a visual identity with two basic elements, one representing the tradition of coffee in Greece (stable element) and the other representing the origins of coffee (variable element), such as Ethiopia, Yemen, Arabia, South America, etc ....

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece + Origins

Greece Ethiopia variable element (origins)

stable element

Greece Brazil 6

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation

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#jonacthan Fusion reference, example


Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion:

Greece + Origins

Session 1: Session 2: Session 3: Session 4: Session 5: ...

Greece + Ethiopia Greece + Yemen Greece + Arabia Greece + Brazil Greece + Peru

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece Rituals and origins in the culture of coffee + Orthodox traditions during the period of the Ottoman Empire + Fusion between orthodox and islamic traditions + Traditions of the Byzantine Empire up to the resistance of otomanization + European alchemy, which has origins in Greek philosophy, Hellenistic Egypt, and Christian mythology

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Kostas Lainas, Coffee Store Visual Identity Develop.

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Concept A

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece Rituals and origins in the culture of coffee + Orthodox traditions during the period of the Ottoman Empire + Fusion between orthodox and islamic traditions + Traditions of the Byzantine Empire up to the resistance of otomanization + European alchemy, which has origins in Greek philosophy, Hellenistic Egypt, and Christian mythology

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Kostas Lainas, Coffee Store Visual Identity Develop.

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Ethiopia (Origins → S1) Rituals and origins in the culture of coffee + The coffee tree comes from the north of Ethiopia (before called Abyssinia). Cafeto is probably originally from the province of Kaffa, Etiopía. + The ceremony is Ethiopia’s homage to coffee as proclaimed by the ancient proverb, Buna dabo naw, “Coffee is our bread” + The Ethiopian ancestors of today's Oromo tribe, were the first to have recognized the energizing effect of the native coffee plant. Waqa god. 11

Kostas Lainas, Coffee Store Visual Identity Develop.

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Ethiopia (Origins → S1) Rituals and origins in the culture of coffee Sini Ethiopian Coffee Cup

Rékébot Ethiopian/Eritrean Coffee Tray

Jebena Pot Container used to brew coffee

Woven Straw Fans-Plates

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Ethiopia (Origins → S1) Purpose of the Coffee Ceremony Throughout the country, the coffee ceremony serves to bring people together, primarily women, to discuss their daily lives, their families, to gossip; nonetheless, it is always a social gathering. It is a time to relax and to take a break from the stresses of daily life. Done on a daily basis, it forges a strong bond between neighbours as it conveys a sense of ritualism and hospitality since it 1 is performed in a particular fashion that needs to be satisfied each time.

The Comforts of Coffee: The Role of the Coffee Ceremony in Ethiopians' Efforts to Cope with Social Upheaval during the Derg Regime (1974-1991), Dahay Daniel, p80

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Ethiopia (Origins → S1) The Therapeutic Effects of the Coffee Ceremony "The trauma that Ethiopians experienced throughout the regime could not be remedied by any formal counseling or psychiatric services since there were limited facilities available at the time. Having coffee, then, was in itself a form of therapy as it allowed for family, friends, and neighbours to share their prob2 lems."

The Comforts of Coffee: The Role of the Coffee Ceremony in Ethiopians' Efforts to Cope with Social Upheaval during the Derg Regime (1974-1991), Dahay Daniel, p89

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Cell/Personality: + cozy — — — — — — — experiences like external home to your home + amiable — — — — — — — — — — — — — — — — — — sharing & experimenting + staggering — — — — — — — — — — — — — — — — — — — — — — — — — —discovery + memorable — — — — — — — — — — — new horizons and experiences

+ warm — — — — — — — — — — — — — — — — — — — — — — chromatic palette + international — — — — — — — — — — — — — coffee origins / aesthetic + carefree — — — — — — — — — — — — — — — — — — — — — — — — fusion design + modern — — — — — — — — — — — — — — — — — communication trends + organic — — — — — — — — — — — — — — — — — — — — — — — — origins/forms + equal — — — — — — — — — — — — — — — — cultural inclusion / esthetics 15

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� Visual Development ————————————————————————— p17 Concept: Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Origins of to'om (delicious)

https://www.geezexperience.com/index.php?dr=0&searchkey=delicious

"The coffee has to be complimented. Sometimes they wait to be complimented, if nobody compliments them, the coffee, sometimes some women, they would roast the coffee again and grind it again because they will assume that their coffee was not good." 153 "In some tribe, in Tigray, in Tigray tribe I think, if you taste coffee, the first time, if you don't tell them 'this coffee is to'om [tasty in Tigrinya]... if you don't tell them that coffee is very good and very nice...they will keep doing it, all day, some. Another thing ... it's like a woman's qualification of... making good coffee, because everybody is not doing good coffee..." 154 153 Daniel Belay, interview by Dahay Daniel, Ottawa ON, Canada, May 2, 2016. 154

Mulugeta Gebru, interview by Dahay Daniel, Ottawa ON, Canada, June 6, 2016.

The Comforts of Coffee: The Role of the Coffee Ceremony in Ethiopians' Efforts to Cope with Social Upheaval during the Derg Regime (1974-1991), Dahay Daniel, p89

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Concept A

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece + Origins

Greece Ethiopia variable element (origins)

stable element

Greece Brazil 19

Kostas Lainas, Coffee Store Visual Identity Develop.

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece

Iznik Plate (1666). Benakis Museum based on our field research, it is a key element for the development of visual identity to have a reference to the origins of coffee in Greece, choose an example of how Greece manifests Ottoman influences in a common dish around the sixteenth century.

GFS Eustace Regular a typical example of byzantine woodcut initials used in many similar forms in Italy for Greek editions of the Bible, Prayers and other theological literature from the 15th to 19th centuries.

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Origins for fusion: Greece and metalware (post byzantine)

Iznik Plate (1666). Benakis Museum based on our field research, it is a key element for the development of visual identity to have a reference to the origins of coffee in Greece, choose an example of how Greece manifests Ottoman influences in a common dish around the sixteenth century.

GFS Eustace Regular a typical example of byzantine woodcut initials used in many similar forms in Italy for Greek editions of the Bible, Prayers and other theological literature from the 15th to 19th centuries.

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Origins for fusion: Greece and metalware

Iznik Plate (1666). Benakis Museum based on our field research, it is a key element for the development of visual identity to have a reference to the origins of coffee in Greece, choose an example of how Greece manifests Ottoman influences in a common dish around the sixteenth century.

GFS Eustace Regular a typical example of byzantine woodcut initials used in many similar forms in Italy for Greek editions of the Bible, Prayers and other theological literature from the 15th to 19th centuries.

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Origins - Ethiopia

Ethiopian Bible we identified that one of the characteristic elements of Ethiopia should be related to ritualism, being an exceptional case of orthoxism, it is seductive for us to admire its Bibles and the transitional typographies between calligraphy and gothic.

GF Zemen Unicode & Ethiopic Tint using examples of typography in Tigrinya language is decisive for the development of visual identity to have a reference to how the original toom (tasty) is written

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Origins - Ethiopia

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece - Ethiopia (origins)

Element 01: INTERACTIVE LOGOTYPE with two typographies, a fusion in reference to the Greek post-Byzantine and another orthox typography of ethiopia, there are elements necessary to carry out a fusion and to communicate in a more open way the values of the business

Element 02: DESCRIPTOR business decrypts such as coffee and snack are used to communicate the objectives of the visual identity in a practical way

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Coffee fusion: Greece - Ethiopia (origins)

A

A

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C

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Element 03: EFFECT the main reference for the effects of the visual identity are taken in reference to the metallurgical work discovered in the investigation. the developed proposals (A, B & C) have as variation different effects depending on the message to communicate and divergences of the brief

Element 04: COLOR the developed proposals (A, B & C) have as variation different colors depending on the message to communicate and divergences of the brief

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Proposal A

TOOM (Ethiopia Logotype)

Coffee (Descriptor) - Latin (Europian part) Greece as Europian country

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Proposal B

TOOM [Ethiopia Logotype (Modern) + Post Byzantine Modern Logotype]

Coffee (Descriptor) - Latin (Europian part)

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Concept A Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation Proposal C

TOOM [Ethiopia Logotype (Modern) + Post Byzantine Modern Logotype]

Coffee (Descriptor) - Latin (Europian part)

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Proposal C with color 1/3

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� Proposal A: COFFEE SPACE ———————————————————— p33 Concept: Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation

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� Proposal A: COFFEE SPACE Concept: Experiencing ritualism & origins through fusion ǔ This proposal is based on the representation of a place where origins and rituals around the coffee can be debated. ǔ The research on the origins of coffee in Greece, during the Ottoman occupation and even the change of name (after the expulsion of the Greeks from Turkey) on the origin of the "Greek coffee" makes us reflect on the identity of this product. ǔ Parallel to this, the reflection on identities in a country colonized by Ottomans and then by Europe, invites us to reflect if culturally there remain details of the ancient and proper culture in the daily life of an Athenian.

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Proposal A (COFFEE SPACE) Main logotype

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Proposal A (COFFEE SPACE) Main descriptor + tagline

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Proposal A (COFFEE SPACE) Typography Main descriptor - main questions

Respira Black

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz Tagline - secondary questions

Inferi Ultra Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Information - content

New Times Roman Bold

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αbcdεfghijklmnopqrstuvwxyz ® 2019


Proposal A (COFFEE SPACE) Brand Elements Pattern 01 (Flowers of coffee Greek grinder)

Sub Imagotype: to om origins

Pattern 02 (Lines of coffee Greek grinder)

Main descriptor

Pattern 03 (Lines of coffee Greek grinder)

Main Logotype fusion: to om coffee

Tagline

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Proposal A (COFFEE SPACE) Color Palette

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Proposal A (COFFEE SPACE) Images

Photos done at Benakis Post Bizantine museum. Coffee drinker & Monastiraki street, XVII century

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UPDATING

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� Proposal B: NON PLACE —————————————————————— p58 Concept: Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation

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� Proposal B: NON PLACE Concept: Experiencing ritualism & origins through fusion ǔ In contrast to the definition of a space for debate, this proposal invites us to reflect on the everyday and intercultural habit we have in those spatio-temporal singularity that we call "country". Coffee as our main product becomes an object that exemplifies the progress of interculturality that we have had over the centuries. ǔ There are certain approaches to imagine a space without limits by which a country is conformed, since through the years what we call identity is a constant exchange and there even a simple action connects us with different traditions and cultures.

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Proposal B (NON PLACE) Short descriptor + Main Logotype

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Proposal B (NON PLACE) Main logotype w/ effect

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Proposal B (NON PLACE) Main descriptor + telephones (coordinates) as tagline

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Proposal B (NON PLACE) Typography Main descriptor - main questions

Bluu Suuperstar Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Main text

Inferi Semi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Information - content

New Times Roman Regular

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abcdefghijklmnopqrstuvwxyz ® 2019


Proposal B (NON PLACE) Brand Elements - 1059 hours to drink a coffee in XV century

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Proposal B (NON PLACE) Color Palette

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� Proposal C: RITUAL ———————————————————————— p81 Concept: Experiencing ritualism & origins through fusion DNA―Your companion in the cheerful surprise of experimentation

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� Proposal C: RITUAL Concept: Experiencing ritualism & origins through fusion

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ǔ It has took as an importante reference the metal works belonging to Greek folklore in past centuries (coffee origins in greece). When looking for a certain ambient of ritualism at that period, it was impossible for us not to think of a certain form dialy ceremony (even as an alchemy) and by consequence shamanism (based in the "brief" objectives). ǔ The illustrations are based on the tiles of the Greek parliament, as described below. It takes direct reference to the Ottoman period of Greece where cultures mix and the tradition of coffee is born. ǔ The colors are based on an exoticism and fusion between different references taken from our research on ethiopian culture (see intro), we seek to give it an exotic and magical background and consequently ritualistic. Kostas Lainas, Coffee Store Visual Identity Develop.

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Proposal C (RITUAL) Main Logotype + Short descriptor

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Proposal C (RITUAL) Main logotype w/ effect

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Main Logo 1/3

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Proposal C (RITUAL) Main logotype w/ effect

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Main Logo 2/3

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Proposal C (RITUAL) Main logotype w/ effect

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Main Logo 3/3

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Proposal C (RITUAL) Main descriptor + Short descriptor + Symbol

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Proposal C (RITUAL) Typography Main text

Inferi Semi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Main descriptor - main questions

Inferi Ultra Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Information - content

New Times Roman Regular

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abcdefghijklmnopqrstuvwxyz ® 2019


Proposal C (RITUAL) Color Palette Reference (Ethiopian Woven Straw)

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Proposal C (RITUAL) Color Palette

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Proposal C (RITUAL) Backgrounds i, ii & iii

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Proposal C (RITUAL) Illustration reference (Iznik tiles in Greek Parliament)

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Αψίδα με πλακάκια επένδυσης τεχνοτροπίας ιζνίκ (Iznik), φαληρική Κιουτάχια 1930-1935. Βουλή των Ελλήνων, Αθήνα. Παραδείσιο τοπίο πουλιά ανάμεσα σε εκθαμβωτικό ανθικό διάκοσμο.

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� Proposal C: RITUAL ———————————————————————— p111 BONUS: TO'OM SHOP

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Notas:

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Any questions please do not hesitate to contact us TheRedGrass Team info@redgrass.gr

TheRedGrass Design Studio ÂŽ2019 0030 210 577 2643 / 0030 694 824 4080 209 Ag. Basileiou 121 37, Peristeri, Greece P-

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