There’s something thrilling about arriving in Athens. The city hums with a kind of eternal energy – ancient, sun-scorched and always in motion. And yet, just a few streets from Syntagma Square, tucked into a quieter corner of the capital’s vibrant core, I found a sanctuary that was anything but still. NEW Hotel doesn’t whisper for your attention. It demands it – and deserves it.
This 79-room marvel is part of the Donkey Hotels group, the brainchild of Greek art collector Dakis Joannou, who also helms the DESTE Foundation. And frankly, it shows. Every inch of this place is steeped in artistic intention, from its recycled bones (it was once the Olympic Palace Hotel) to its riotous, surreal interiors crafted by Brazilian design duo Fernando and Humberto Campana.
I checked into a Studio room – a calming, curated space that still managed to surprise at every turn. My personal highlight? A sculptural installation of shadow puppets strung across the wall, a tribute to Greek folklore that made my room feel like part of a theatre set. Elsewhere in the hotel, you’ll find sprawling postcard mosaics and striking interpretations of the Evil Eye motif.
There’s no escaping the visual storytelling, and why would you want to?
Each floor of NEW Hotel offers a different narrative thread of Greek culture, and walking through it feels like you’re inside a living, breathing art installation. In fact, the hotel is positioning itself quite literally as a “museum hotel,” with its latest initiative, Contemporary Artists at NEW, launching a rolling programme of exhibitions. The current one, Forever is composed of Nows, brings the mythological into the modern, with work by Petros Moris and Malvina Panagiotidi lighting up the lobby and rooftop lounge.
Speaking of the Art Lounge: it’s not just a gallery. It’s also the hotel’s rooftop restaurant, and frankly, one of the best places in the city to watch the sunset. With panoramic views of Athens – from the Acropolis to the bustling streets below – it’s a front-row seat to history, best enjoyed with a cold martini and a plate of elevated Greek mezze. Executive Chef Babis Kountouris helms the kitchen here, and his modern take on local cuisine is as thoughtful as the space itself.
Breakfasts are served at the Lobby Bar, where fresh fruit, flaky pastries and the best Greek yoghurt I’ve ever tasted are served up with strong coffee and the quiet buzz of a hotel waking up. On weekends, brunch service runs through both venues, and trust me: it’s worth scheduling your mornings around – you wouldn’t want to miss their signature Bloody Mary.
Wellness, too, is quietly woven into the experience. NEW Sense, the hotel’s boutique spa and fitness zone, offers a jacuzzi, steam bath and 24-hour gym — though after a facial and full-body massage, vigorous cardio wouldn’t be one’s first choice. Still, the space felt intimate and beautifully designed — more private retreat than hotel gym.
Beyond the walls of NEW Hotel, Athens awaits. The hotel’s concierge team are well-versed in all things local – I was swiftly booked onto a ceramics workshop at YiArt, given a tailored running route through the city’s historic heart, and sent to sip raki at Café Avissinia, an authentic Athenian bistro. All in the name of Stin Yeia Mas of course. Other highlights included a guided Acropolis tour, a deep dive into the Museum of Cycladic Art, and a taste-heavy wander through the Monastiraki markets. Be prepared to return home with a few obscure artefacts and a boatload of Baklava.
And getting to Athens? Easier than ever. AEGEAN, Greece’s leading carrier and Skytrax’s “Best Regional Airline in Europe” for the 13th consecutive year, runs frequent flights from the UK – including Heathrow, Gatwick, Manchester and Edinburgh. I flew out of London and returned via their Athens Extra Schengen Lounge, a serene 1,200-square-metre haven of marble, terrazzo, Greek design and uninterrupted runway views. It’s hard not to feel like a VIP with a cold drink in hand and the scent of warm bougatsa in the air.
The Verdict? NEW Hotel isn’t just a place to stay – it’s a place to feel. It’s bold, original, and unapologetically expressive, yet rooted in something deeply Greek. If you’re the kind of traveller who seeks out stories, design, culture and conversation, this is your Athens address.
Rooms start from £235 per night for two people sharing on a B&B basis.
Filellinon 16, Athina 105 57, Greece
