MYKONOS POP UP x SOHO HOUSE
On the weekend of July 23rd, we organized a pop-up event in Mykonos, Greece in collaboration with Soho House, a stunning place in the Cyclades. For a couple of days, we brought with us the wanderlust spirit of Allëdjo, and opened doors to the Soho House worldwide community, to discover, experience, and feel our brand. A great experience full of sun, joy, and great energy. It was truly an honor to connect with floating souls, and lovers of the richness of the world.
I remember launching Allëdjo before the summer 2018, more precisely on May 31st. By the end of June 2018, I flew to Mykonos to meet with friends who joined from all over the world to gather on this dreamy island. The plan was to share this beautiful and typical Aegean house with a pool, share meals, party, and most importantly share our life experiences. I thought to myself, what about bringing along some pieces of our introductory collection? On the day of arrival, I sold 10 pieces. This shocked me, as it was totally random and unexpected. At the end of those 4 days, I had sold twice as many pieces. At that very moment, I started to understand what Allëdjo could be about.
Earlier this year, I found out that Soho House had set walls in Mykonos two years ago. Encouraged by previous positive experiences ( there was also a flash event at Cavo Tagoo in 2019), I reached out to the managing and creative team of Soho House Mykonos and a few months later, the project came through.
For the experience of the pop up, I wanted something simple, minimalist, and yet colorful. I designed the project with the very simple objective of creating an immediate immersion into the world of Allëdjo. We brought 3 white racks, 50 hangers, and 2 white cube installations. We use white to create somewhat neutral aesthetics. We also brought some visuals, selected to highlight key moments of the history of Allëdjo. My very dear friend Therese, made us some branded lollies to mark the event. My long-time friend, Lala, flew from Dubaï to help set up the pop-up and work with me throughout the event.
The space of the pop up was under an arcade with the two white cubes branded with our logo signaling the entrance into our world. Mykonos is known to be windy, and the wind was there. We set the racks against the windows & displayed our colorful pieces ranging from lighter colors to more vibrant colors. They were a big raffia lamp at the center of the space, that kept on swinging as the wind orchestrated its moves. It had a very soothing way of moving. On the left corner, was a giant wooden table, which we used as a working desk. There were 2 more chairs, made of wood and raffia. We decorated their backs with scarves that danced as the wind blew.
We were all dressed up in Allëdjo. On the first day, I was wearing the silk Sea Shell set, and on the second day, I wore the Bulu set, made of chiffon silk. Lala wore the Hidden Creek set, made of silk with a green and white pattern. The Soho House team was also dressed in Allëdjo. Irene, the membership manager was wearing the Sand and Stone set, made of cotton and silk; Chris, the lead membership manager was wearing our Sea Shell set. Dominic, the general manager was wearing the Palmeraie shirt, made of chiffon silk.
The pop up unfolded in the smoothest way. For a couple of days, we brought with us the wanderlust spirit of Allëdjo, and opened doors to Soho House's worldwide community, to discover, experience, and feel our brand. A great experience full of sun, joy, and great energy. It was truly an honor to connect with floating souls, and lovers of the richness of the world.
