Phelo

Nestled in the heart of Athens, the new Phelo boutique store brings the essence of Mykonos to the city. Our intention was to create a space that seamlessly blends the defining features of these two distinct locations and fosters an immersive retail experience that evokes memories through its form and finish.

Taking cues from the island's rich natural elements – light, sea, and sand – we employed all-natural materials to imbue the space with a fluid tactility. Inspired by the idea of a cave-like sanctuary, we envisioned a mixed-use space with distinctive materiality and organic forms. Upon entering the store, the boundaries between walls and ceiling dissolve as materiality and form converge into a single, natural choreography, reminiscent of the ceaseless ebb and flow of the sea. Each material selection speaks to a particular feeling or element: the plaster mix mirrors the shifting sands sculpted by the wind, while the metal shelves embody the sea, carving out spaces within the sandy expanse. The concrete countertops represent the enduring rocks of Mykonos, patiently waiting to be shaped by time.

Within the very soul of the store, the protagonist is not merely a table, but a sculpted narrative. With a texture sculpted like, by the sea air and a shape molded by human hand only with hand tools, so that the primitive, the monolithic emerges and has a direct relationship with the history of human craftsmanship. Collaborating with a sculptor was an eye-opening adventure. Merging distinct artistic disciplines and masterful craftsmanship was the very foundation of the design. Facing this centrepiece, the wine cellar unfolds. Every detail, from the custom-built features to the meticulously controlled environment, was carefully considered to not only ensure ideal wine storage conditions but also to elevate the store's unique identity. Light played a crucial role in shaping this space. How light would dance through the liquor bottles, highlighting their brilliance, and how the rough plaster would serve as a textural backdrop, adding depth and character.

Phelo Spirits was carefully designed to be a calm and peaceful place for both the staff and the customers. It's not just a functional space, but a kind of escape from the busy city life. It's like a quiet oasis where people can relax, feel good and enjoy the store’s exquisite selection of liquors and wines. This was achieved by bringing together different skills and crafts to create a special atmosphere.