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The role of a hotel now extends beyond the
four walls of its rooms. It meets the evolving
hoteling trends and often focuses on themes
that position it within a niche aimed at engag-
ing with a specific audience. How else could
one explain the meticulous focal point, the
ever-shifting focus that sometimes moves to-
wards gastronomy, other times towards well-
ness, architecture… and occasionally towards
art? All in the name of experience, which has
become somewhat of a Holy Grail in contem-
porary hoteling. In other words, hotels that ac-
commodate not only paintings, sculptures, in-
stallations, but also events or spaces dedicated
to art, adding a decisive Unique Selling Point
(USP). At the same time, they extend an open and expanded through thorough research
invitation to guests seeking artful and hospita- and experimental student workshops at the
ble spaces that give meaning to their journey. Department of Architecture at the Universi-
Among the first hotels to set such a mark in ty of Thessaly, organically incorporates every
Athens was the New Hotel: “It was created as element of the hotel. Using the same osmot-
a comprehensive artistic and largely culturally ic practice, new works by Greek and foreign
educational work, as it studied the survival of artists emerged within its spaces, and a read-
the Greek folk experience at the level of local ing room with rare editions of art, architec-
society and the broader neighborhood in the ture, and design was created. It is, therefore,
center of a contemporary city. It connected CANVASES a kind of blending or 'crossbreeding,' a par-
the past, present, and future of this context Opposite page/Απέναντι ticular condition of cultivation and care that
through the pioneering transformation of all σελίδα: Μoxy Athens. transfers the experience of hotel accommo-
materials (architectural and objects), from the This page top / Σε αυτή dation to an entirely different environment,'
older uses of the building on Filellinon Street. τη σελίδα, πάνω: Mona highlighted Nadia Argyropoulou, art curator
This transformative process, conceived by the Athens. Bottom / Κάτω: of the New Hotel.
Brazilians Fernando & Humberto Campana, Perianth. The arrival of the second Moxy in Athens was
accompanied by the Art Fair, which took place
TOP: EFTIHIA STEFANIDI. BOTTOM: CLAUS BRECHENMACHER AND REINER BAUMANN
in May, as well as the artwork created in the
hotel's arcade by street artist B. entitled 'Athens
Midnight Blossom,' which depicts the Garden
of the Hesperides contrasting with the bustle
of the city center. For Panos Konstantinid-
is, Managing Director of SWOT Hospitality,
the management company of Moxy Athens
City, “Art is not just a decorative element but
a vibrant pulse that defines our hospitality. At
Moxy, we have woven the spirit of creativity
into the very fabric of our hotel, with the un-
obstructed view of the Acropolis serving as a
backdrop for the masterpieces within. We're
not just a place to stay; we are a canvas of ex-
pression, a refuge for the young at heart and
the technologically savvy. Our commitment
to showcasing the talent of emerging artists
from around the world is proof of our belief
that hospitality should not only be an experi-
ence, but a celebration of art. From the graf-
fiti designs of the famous B., to our month-
ly curated exhibitions, Moxy Athens City is
more than just a hotel—it is a vibrant gallery,
55
The role of a hotel now extends beyond the
four walls of its rooms. It meets the evolving
hoteling trends and often focuses on themes
that position it within a niche aimed at engag-
ing with a specific audience. How else could
one explain the meticulous focal point, the
ever-shifting focus that sometimes moves to-
wards gastronomy, other times towards well-
ness, architecture… and occasionally towards
art? All in the name of experience, which has
become somewhat of a Holy Grail in contem-
porary hoteling. In other words, hotels that ac-
commodate not only paintings, sculptures, in-
stallations, but also events or spaces dedicated
to art, adding a decisive Unique Selling Point
(USP). At the same time, they extend an open and expanded through thorough research
invitation to guests seeking artful and hospita- and experimental student workshops at the
ble spaces that give meaning to their journey. Department of Architecture at the Universi-
Among the first hotels to set such a mark in ty of Thessaly, organically incorporates every
Athens was the New Hotel: “It was created as element of the hotel. Using the same osmot-
a comprehensive artistic and largely culturally ic practice, new works by Greek and foreign
educational work, as it studied the survival of artists emerged within its spaces, and a read-
the Greek folk experience at the level of local ing room with rare editions of art, architec-
society and the broader neighborhood in the ture, and design was created. It is, therefore,
center of a contemporary city. It connected CANVASES a kind of blending or 'crossbreeding,' a par-
the past, present, and future of this context Opposite page/Απέναντι ticular condition of cultivation and care that
through the pioneering transformation of all σελίδα: Μoxy Athens. transfers the experience of hotel accommo-
materials (architectural and objects), from the This page top / Σε αυτή dation to an entirely different environment,'
older uses of the building on Filellinon Street. τη σελίδα, πάνω: Mona highlighted Nadia Argyropoulou, art curator
This transformative process, conceived by the Athens. Bottom / Κάτω: of the New Hotel.
Brazilians Fernando & Humberto Campana, Perianth. The arrival of the second Moxy in Athens was
accompanied by the Art Fair, which took place
TOP: EFTIHIA STEFANIDI. BOTTOM: CLAUS BRECHENMACHER AND REINER BAUMANN
in May, as well as the artwork created in the
hotel's arcade by street artist B. entitled 'Athens
Midnight Blossom,' which depicts the Garden
of the Hesperides contrasting with the bustle
of the city center. For Panos Konstantinid-
is, Managing Director of SWOT Hospitality,
the management company of Moxy Athens
City, “Art is not just a decorative element but
a vibrant pulse that defines our hospitality. At
Moxy, we have woven the spirit of creativity
into the very fabric of our hotel, with the un-
obstructed view of the Acropolis serving as a
backdrop for the masterpieces within. We're
not just a place to stay; we are a canvas of ex-
pression, a refuge for the young at heart and
the technologically savvy. Our commitment
to showcasing the talent of emerging artists
from around the world is proof of our belief
that hospitality should not only be an experi-
ence, but a celebration of art. From the graf-
fiti designs of the famous B., to our month-
ly curated exhibitions, Moxy Athens City is
more than just a hotel—it is a vibrant gallery,
55
