In a harmonious fusion of creativity and sensory nostalgia, 10AM introduces a thoughtfully curated product line that captures the essence of Greece. Founded by Eva Papadaki, the creative force behind 10AM, the apotheke introduces a curated collection of homewares, cosmetics and culinary delights. Inspired by a glossary of English and Greek words, the products transcend mere objects, weaving a tapestry of sensations, emotions, concepts, tastes, and beings. From the tranquil incense of Mount Athos to the fleur de sel from Messolonghi’s salt flats and malotira tea sourced from the high-altitude farms of Crete’s White Mountains, each item reflects the diverse and sensory landscape of Greece. As an extension of Eva Papadaki’s creative portfolio, 10AM Apotheke comes to life online and in a physical space—the shop-cum-showroom nestled in the basement of 10AM lofts at 82 Konstantinoupoleos St.
In Eva’s own words, “Memories are all we have ever felt. The senses, the sounds, the landscapes, the terrain, the words, the experiences. Together, they make up our personal “apotheke “. This is exactly what 10AM apotheke is aiming to translate. My memories begin in Crete and remain there – I was born there and will always return there. They have the scent of the soaps my grandmother made with the herbs from our garden, the taste of the olive oil we made, the sweetness of thyme honey, the warmth of freshly baked bread. These are a/so the basic products of our apotheke: honey, salt, oil, bread, tea, soaps, candles, incense. Everything I found in the house I grew up in – a liberating simplicity. A simplicity with which I consciously chose to reconnect, to introduce the return to a simple way of living, to celebrate small, independent producers, people and hands who continue to produce with sustainability and respect towards nature. For this exact reason, the available quantities in apotheke cannot be guaranteed. They will be in complete harmony with the production process and nature’s pace. A nature that is not inexhaustible, is not to be taken for granted. The more we take care of it, the more it gives back, the more we have of it.”