Pop-up in the heart of Soho

But we didn’t just want to open a store—we wanted to create an experience. We transformed the space into a gallery-style concept, where storytelling met texture, colour, and emotion. Every corner reflected the essence of ABTANY: hand-painted prints, organic materials, thoughtful design, and a sense of escape.

The pop-up wasn’t just about shopping—it was about sharing. From friends and family to customers, stylists, journalists, and curious passersby, we were overwhelmed by the support. People didn’t just want to see the pieces—they wanted to understand the story behind them. They wanted to feel ABTANY.

And the universe seemed to agree: two rare and glorious weeks of sunshine lit up Soho, making our swimwear feel right at home and our pop-up even more special.

Thank you to everyone who stopped by, shared a moment, or simply asked about the feeling behind ABTANY. We can’t wait to do it again—bigger, bolder, and even more beautiful.