DIORIVIERA: Pop-up perfection
DIRORIVIERA: Pop-up perfection on Astir Beach in Athens, Greece.
In one of the most chic Athens suburbs, on the southern coast of mainland, you’ll find the picturesque peninsula of Vouliagmeni (one of the most – if not the most – expensive pieces of land in the whole of Greece). Some call it the Athens Riviera, and this is where you’ll find Astir beach.
Astir is the kind of place that has actual ruins of a 6th century BC temple, was designed by a renown architect and was made famous immediately after opening due to repeat visitors like Christina Onassis, Joan Collins, Brigitte Bardot. It’s as amazing as it sounds: clear and cool water, soft sand, lots of privacy and space, and attentive staff to bring you water and snacks (ahem, or cocktails) between dips.
Dior’s stunningly beautiful and welcoming “pop up” experience to celebrate the arrival of the new fragrance Dioriviera from the La Collection Privée Christian Dior series (designed exclusively by Francis Kurkdjian, Director of Fragrance Creation of the house of Dior) greets you as soon as you enter.
Photo credit: Mr-Green and Vogue, Greece
Ok, so I don’t always love an overt pop-up insisting upon my attention as soon as I enter a location… especially one squarely not associated with shopping. I’m here for a day of lounging and swimming and relaxing, not being sold to. But this was done so perfectly and seamlessly…
Photo credit: Madame Figaro, Greece
– It was additive to the experience I intended to have. The color palette and whimsy and timelessness of the Toile de Jouy Dior pattern had the right tonality and were used sparingly as to not overwhelm the feeling of being at the beach (versus in a store). A textural blue pattern that echoed both the deep sea and shadow play. A simple – even humble – build, elements that felt right, as if it was constructed from driftwood and other found objects from the beach. The openness of the architecture allowed your sightline to remain connected to the sea at all times – it evoked a changing cabana that you might find on the beach (albeit the most chic one ever). This didn’t swallow you in an effort to block out the world and hijack your attention.
– You felt welcome, even (especially!) barefoot, sopping wet, and wrapped in a towel; compelling you to float over from your lounger without feeling the need to make any adjustment to yourself, your clothing, or your mood.
– The products were there to discover, not demanding attention. As I flirted my eyes across the displays, I was reminded of the feeling I have scanning the sand for seashells, eager to find one to take home as a souvenir so I can remember the moment, the feeling, and the place forever.
Photo credit: Christiana Mavromatis
Photo credit: Harper’s Bazaar, Greece