September 14, 2026 | vol 19
the RHYTHM of 10AM
words Nicolas Vamvouklis
photos
Portraits — Thanassis Krikis + Haris Farsarakis
10AM Lofts — Douglas Martin Eveleigh
Penthouse — Hana Jelovcan + Letizia Cigliutt
Venue — Salva Lopez + Mary Leo
Showroom — Hana Jelovcan
First came the agency, followed by Apotheke, a care and healing collection rooted in ancient Greek traditions, and eventually, hospitality. Through 10AM, the Athens-based cultural constellation she founded, Eva Papadaki brings together a multidisciplinary world held together by a shared sensibility. At its core is what she calls “liberating simplicity.”
How would you describe the world of 10AM?
It’s a multidisciplinary universe where creativity meets space and ritual. It began as an agency before expanding into hospitality and design. The agency, lofts and apotheke share one rhythm: making through welcome and care.
How did the name come about?
It comes from its first shape, built around ten artists: 10 Artists Management. At the same time, 10AM marks the start of a day. As the project grew, the name remained as both an origin and a recurring beginning.
How do the different sides of 10AM come together?
10AM has three expressions of a vision. The agency works with artists and on fashion-led creative direction. The lofts translate that thinking into accommodation with character and calm. The apotheke brings that philosophy into everyday rituals via natural products and attention.
I BURN INCENSE EACH MORNING
What does care mean to you?
Presence. It means being there in what you make, how you receive people and how you treat the body. Care is quiet, but it can be felt.
What is one daily ritual you never skip?
I burn incense each morning. The scent and smoke shift the atmosphere. They clear the room, steady my mood and anchor my pace.
What is your favourite item from apotheke?
I cannot choose only one. Apotheke is not about a single object. Each product complements another, so the value lies in how they are used together, as an everyday practice.
ATHENS IS NEVER PERFECT, AND THAT IS WHY IT STAYS ALIVE
What keeps you inspired in Athens?
Athens is never perfect, and that is why it stays alive. It has ancient history, 70s apartments, concrete and sea. Ruins hold the light, and contradiction becomes part of its texture. Beauty here appears through friction.
If you could live somewhere else, where would it be?
I am drawn to Seoul. There is sensitivity there that feels precise. Forms, objects and gestures seem considered. Athens is raw and instinctive, while Seoul is controlled and attentive. One speaks to my roots, the other to my curiosity.
What is the next step for you?
I am developing a concept around retreat and living: places where architecture, ambience and small habits are experienced together. Not destinations to pass through, but settings to inhabit differently.
Let's close with a wish.
To find a life that feels conscious, grounded and aligned with who you are.
- The full story is featured in Vol.19 -
