Concept stores — different products, all sharing one space, linked purely by mutual aesthetic and vibes. Unlike the common so-called “tourist traps”, concept stores transport you into a real-life art exhibition where everything is niche and feels like treasure. There, you won’t find little Acropolis souvenirs or obvious tokens of your travels. Instead, you would take home products thoughtfully designed by smaller Greek businesses you could then say you discovered. Concept stores were considered “hidden gems” of the urban jungle, yet now they seem to be scattered all around Athens.
In the otherwise globalized Greek urban panorama with a Starbucks, KFC and McDonald’s in almost every area, the average shopper is looking for something different. A business with a sense of character, a product ‘made with love’ rather than mass-produced… and it’s no different with their morning coffee. Having a great quality blend isn’t enough to make a café stand out — small businesses in Athens are creating experiences and marketing coffee with a story.
ΤΟ ΒΗΜΑ International Edition spoke with the owners of 3 unique coffee-centric concept stores in central Athens.
Coffee with a twist!
Handmade ceramic mugs featuring the ANAMESA logo and multicolor latte art.
A short walk away from the bustling Ermou Street is Anoussa Mela’s ANAMESA Concept Store. A sign sporting a clever catchphrase that changes every other week points you to a set of stairs, leading you down to a fashionista’s fairytale. “I made this store to be like a living magazine that supports who you are and boosts who you want to be.” In fact, ANAMESA was one of the first concept stores ever to open its doors in the Athenian cityscape, dating back to 2014!
View this post on Instagram
Anoussa’s background as a fashion journalist is at the core of everything the store represents. “Our approach isn’t to sell you an item. We curate a look, we recommend, we are more so editors than sales associates” she explains. The small, underground space is covered floor to ceiling in colorful patterns, textures and playful sustainable fashion and accessories.
How did coffee come to play into the business? It was a natural fit from the start. “We believe concept stores are meant to act as a cultural point of reference in the city. You don’t need me to tell you how important coffee is to us Greeks!” she laughs, “That’s why we came up with our own standalone menu of colorful coffees and beverages. It’s coffee with a twist, and our twist matches your IG feed!” Their newest menu addition, the Birthday Coffee, features a whipped cream topping and a candle for you to make a wish on-the-go.
ANAMESA’s viral colorful coffee always features some personalized touch.
Even if all you long for is a traditional cup of Joe, you won’t walk away with a standard, mass-produced paper cup. Any beverage or store-bought item of your choosing will don some form of personalization, handwritten or doodled onto the packaging itself. “I hope people coming into the space walk out knowing themselves better, even if they don’t choose to buy anything. Hopefully it will help them discover or enhance their personal style and inspire their life path moving forward.”
The act of personalization in-store is almost ritualistic in nature. Your item is placed in a shipping envelope with stickers, candies and other small goods resembling a gift sent from a loved one abroad. Instead of a shipping address, the manila envelope is scribbled with a lengthy quote reflective of your experience in the store that day. Rather unique in their approach, Anoussa and the store staff are guaranteed to leave you with some words of wisdom, encouragement, or whatever you may need on the day. If you look a little closer, you’ll notice the walls have motivational quotes and phrases scribbled all over them in permanent marker as well. Nothing goes unaltered.
Past the catchy sign and down the stairs, you will find the “living magazine” concept store.
ANAMESA is a must-visit for any maximalist who wants to discover independent Greek designers or smaller Greek fashion brands. If you do decide to go, take note: there is a glass cabinet on the left hand side of the entrance filled with small trinkets and accessories. Take your time and let your eyes scan the shelves, while enjoying a trendy beverage of your choice.
View this post on Instagram
The coffee purists
Jewelers Eirini and Venetia Voutsa have opened several retail stores in Plaka, but this newest, more ambitious project they launched with their brother Orestis Voutsas came to them once they saw the space. The Sparkles are a family business and new to the concept store scene, having first opened their doors in October 2025. “There is something about the energy of this hidden spot, right across the Municipal Market, it’s just perfect to escape the noise of the city.” said Eirini, “We had no intention of ever delving into the service industry, the space naturally led us there. Initially it was meant to be more retail-oriented, but our design led us to create a versatile place to host with coffee and good breakfast food.”
View this post on Instagram
When it came to picking a coffee blend for the store, the siblings spent hours tasting different samples and most they immediately rejected. “We have always been huge coffee drinkers in the family, we can easily recognize when a blend is subpar.” said Venetia as she sipped on the very last drop of her freddo espresso. The resident coffee connoisseur is Orestis, who also fully oversees the service operations in the store. “Coffee has always played a big role in how we host and connect in our personal lives,” Eirini remarks, “most Greeks don’t tend to pay attention to the coffee blends they drink. Our family does. Even if we can’t detect or name all of the notes — we are far from coffee experts! But we are particular.”
For ‘The Sparkle’, jewelry is as big a part of their identity as their morning cup of coffee.
Having started their entrepreneurial careers as jewelers, the Sparkles owners feel handmade jewelry is as big a part of their identity as their morning cup of coffee. “What may sound like an unlikely pairing to others has always made sense to us” they explain while showcasing a few of their available creations. Small bracelets, resembling the classic March string cuff known as ‘martaki’, adorned with little charms. Each piece features a card with a core inspiration and feeling, inviting you to take home a little treasure from the space. “Jewelry is never missing from any of our creations. It is our main profession and love, it guides us, everything else is there to surround and ‘frame’ the jewelry.”
The jewelry display is organically incorporated into the terracotta walls.
The Sparkles’ brunch menu features sweet and savory options you can enjoy in their hidden sun terrace.
The integration of their jewelry into the budding concept store is still under construction. Eirini and Venetia’s “Sparkling Wishes” creations will be housed in small square displays in the walls throughout the store. “Currently we’re also having a sign made, it’s taking more time to fully finish everything because we want to make sure it is perfect!” says Venetia, “It’s important to us to maintain the peace of the space and not have it look distracting. We want the jewelry to be like hidden treasure throughout the store.”
View this post on Instagram
The Sparkles is a peaceful space to “come as you are and stay as long as you like”, with a hidden back terrace to bask in the sun. Ideal spot for a late brunch or a coffee break in between urban explorations.
The savvy cup of coffee
What started as an idea between two friends in college for a local work wear business has turned into a multifaceted entrepreneurial project. Picture the perfectionist in your life creating the multipurpose loft of their dreams — chances are that resulting loft is “The Makers” in the city center, on the end of Praxitelous Street. Neutral hues, fragrant coffee and bites with plenty of vegan and vegetarian options, with a home-workshop feel.
View this post on Instagram
Teti Charitou and George Barlas saw a gap in the Greek market in bespoke professional wear for the ever-blooming service industry. “We were looking to open up a showroom when I spotted this space on a stroll around the city during quarantine in 2020.” recounts Teti Charitou, fashion designer and co-founder of The Makers. She knew right away the space had immense potential for something more than that. “That is when I brought my husband Ilias Stavropoulos into the picture, who is our chef and helped us create the menu to make this café the success it is today.” The final result of their collective efforts is a modern Athenian study hub.
The Makers’ outdoor seating area.
The Avo-Waffle is one of the beloved brunch options in The Makers.
Teti and co. had no intention of reflecting Greek culture but rather to innovate. The goal was to “bring something entirely different” to the table, and they are a unique example of a store that was prophetically ahead of its time upon creation. “The public really embraced us as a brunch and coffee place for our good music, good food and sense of familiarity.” Teti explains pragmatically, “Through it all, we are makers at our core. Designers, wholesalers, cooks, creators.”
In the early days of the concept store, the aprons were manufactured in-house right below the café. Now the official atelier of The Makers is right across the street, and meetings with prospective collaborators still happen within the café on the top floor. Ready-to-wear designs are present in almost every corner of the main sitting area. “We didn’t hire an architect, so the store’s design aspect was all mine. I knew I wanted the space to be cozy and inviting, while still showcasing the wearable designs as an intrinsic part of our identity.”
View this post on Instagram
This business mindset became the center point for a café with a collaborative, modern atmosphere. The large dining table directly attached to the kitchen is one such reflective, conscious choice of the minds behind The Makers. No walls, no separation, inspiring a sense of kinship between strangers. “Everything within our space has been custom made by us, occasionally in collaboration with other Greek designers.” Teti remarks pointing to a moss green ceramic coffee mug, “We’ve always had a strong sense of who we are and that has always shined through.”
The large dining table, a key feature in the design of the space inspiring connection between strangers.
Local students have used it as a beloved study hub since its opening days, while tourists have seen The Makers as a home away from home. “Many have come back to tell us our space looks like it belongs in London,” recounts Teti, “or that it is a mood booster on a busy day.”
