APOELLA Arrives in Athens: A Seaside Pop-Up Experience at Astir Beach
From June 2–15, 2025, APOELLA made its much-anticipated debut in Athens with a limited-time pop-up experience at Astir Beach. Nestled on the golden sands of the iconic Athens Riviera, our presence in the city stayed true to our coastal roots — where light, texture, and soul converge beneath the Athenian sun.
This was more than a retail moment. It was a celebration of Greek summer, a sensorial journey inspired by the sea, and an invitation to experience APOELLA’s new Phos Collection in the setting it was meant for.
The Pop-Up: A Beachside Expression of Our DNA
APOELLA was born by the beach — and our Athens pop-up was a natural continuation of that story. The space was carefully curated to reflect our design philosophy and Mediterranean aesthetic. Using natural materials like woven straw, cane, and wood, and showcasing our signature wave motifs, the pop-up evoked simplicity, serenity, and refined craftsmanship.
It wasn’t just a store — it was a physical embodiment of coastal elegance, drawing visitors into a world where every detail echoed the spirit of summer living.
Discover Phos: The Spring/Summer 2025 Collection
At the heart of our Athens debut was the unveiling of Phos, our Spring/Summer 2025 collection. Named after the Greek word for “light,” Phos is a tribute to Aegean radiance and the tranquil power of the Mediterranean sun.
Key features of the Phos Collection:
Breathable linens and soft cottons
Flowing, feminine silhouettes
Timeless, sun-washed color palettes
Effortless elegance, designed to move with the sea breeze
Phos is more than fashion — it’s a feeling. It speaks to freedom, femininity, and fluidity, grounded in natural beauty and minimal sophistication.
Celebrating Greek Craftsmanship: Our Collaborators
True to our commitment to local artistry and cultural authenticity, the Phos collection was presented alongside exclusive pieces from our creative partners:
Zeus+Dione – Modern luxury inspired by ancient myths
Ancient Greek Sandals – Handcrafted footwear rooted in tradition
Antonia Karra – Statement jewelry with a soul
Magoosh – Artisanal accessories with Mediterranean flair
Together, we share a vision: honoring Greek heritage, craftsmanship, and design integrity through timeless, quality creations.
Why Astir Beach Was the Perfect Setting
The Athens Riviera is where city life meets the sea, making Astir Beach the ideal backdrop for our first Athens appearance. With its sun-soaked shores, crystal waters, and laid-back sophistication, it provided the perfect canvas for Phos to shine and for guests to immerse themselves in the essence of Greek summer.
Experience APOELLA
Although the pop-up has ended, the spirit of Phos continues online and in our ongoing story. Whether you're discovering us for the first time or have followed us from the beginning, we invite you to continue exploring APOELLA — a brand born by the beach, inspired by light, and devoted to timeless summer elegance.
