Nostalgia and cultural creativity: The case of contemporary Athens

This article explores how nostalgia may represent a culturally creative force in contemporary cities by examining the case of Athens. Since the beginning of the economic crisis of the 2010s, Greece has witnessed a nostalgic wave looking back to the late 20th century. A prominent expression of this nostalgia was the creation of nostalgic groups on Facebook that expressed yearning for a better and bygone past. Simultaneously, nostalgic locations flourished in the Greek capital. The article examines nostalgic initiatives that attracted significant media attention (three museums, one shop, one café-bar and one exhibition on the mass culture of the 1980s) and discusses how they have contributed to cultural life. Drawing on personal observation, invisible observation of social media, semi-structured interviews and an analysis of articles in the press, the article argues that nostalgia expressed through these initiatives differs from nostalgia on social media. These nostalgic initiatives do not promote yearning-driven nostalgia. They invigorate a form of creative cultural connectivity not particularly aligned with the market and tech-focused post-1990s discourses on creativity, profit from the solidarity that marked the crisis, and strengthen communication among generations through interest in contemporary history.