A concept history is the story of Penelope’s idea to set up a creative lab where people with a passion for vintage and ethical causes like REDUCE, REUSE AND RECYCLE can gather in front of a cup of coffee or tea to warm up in winter and drink cold fruit juice to refresh the summer afternoons in Athens. 

A concept store is a store that combines culture with sales. A concept store sells a curated selection of products that suggest a certain lifestyle or theme. In this case they are all united by a vintage flavor, by the opportunity to make something yourself and learn how to do it.

The origins of the concept store lie in the late fifties when Mary Quant created a real place in London for artistic rendezvous with a mixture of music, design and art, a place where creative personalities began to meet and discuss their passions and inspirations. From then on, the exchange of ideas was a stronger concept than sales.

According to Wikipedia, the concept store is “a marketing concept that describes a thematic detail of a store. […] It is characterized by the staging of creative universes where products are mixed and trends are multiplied.”

Nowadays, a concept store is much more than that!

It is not only a store where you can buy items, but also a creative laboratory where you can learn to share a philosophy of life and a lifestyle linked to the idea of slowing down the buying process, reducing consumption, recycling what we no longer need, reusing things and adapting them to our new needs or giving them to others.

Don’t throw things away, give them a second chance!

Penelope is passionate and open to all forms of art and wants to share a little more of her vision of art and design. At Penelope’s Concept Store you will find photography, music, furniture, clothing, accessories, decor and books in a special blend of inspiration, fashion and art. The objects are not quickly consumed, as the rules of business dictate, but are viewed and considered as a form of art.

The location of Penelope’s Concept Store follows this inspiring idea. It is not located on the busy fashion streets of Athens, but in a secret, hidden place in Glyfada. It looks like an innovative “local” store with vintage flavor that enhances the beauty of the cityscape.

Penelope’s Concept Store offers unique experiences based on shared values and interests.