Axel Hotels launches the “Gods, Leave Olympus” campaign to celebrate the opening of Axel Beach Mykonos
With the opening of its first five-star hotel, Axel Hotels chooses Mykonos and sends a strong message: Gods, Leave Olympus is the new campaign by the LGBTQIA+ hotel chain, a bold declaration breaking away from the standards of perfection that have been imposed on us for centuries.
In the video, available on YouTube, a group of classical deities—pure and motionless on their pedestals—awakens. They come down, dance, kiss, twerk, and set themselves free. They abandon the ideal of the sculpted body and the flawless life, shaking off centuries of unreachable portrayals. It is not a celebration of the myth, but its deconstruction: a powerful, ironic, and liberating visual metaphor.
Created by Kike Doatis and Eric Monteagudo, the campaign draws inspiration from mythological language to address a present dominated by algorithms, filters, and the polished models of social media. “We’re not talking about how the gods lived, but how we’ve represented them over time. This is a campaign for everyone who’s ever felt the pedestal was too high,” explains Kike Doatis.
The campaign’s launch coincided with Pride Month and the inauguration of Axel Beach Mykonos, a new milestone in Axel Hotels’ growth journey. Since 2003, the group has been a spokesperson for an inclusive vision of hospitality based on respect, freedom, and visibility for the LGBTQIA+ community. A commitment that, as Albert Olivé, CEO of the group, reminds us, evolves over time: “We’ve grown with the community, and that’s made us question and learn a lot. Each campaign we do helps us understand who we are and where we want to go”.
Axel Beach Mykonos presents itself as a white, minimalist retreat just steps away from the historic center and the island’s most iconic beaches, such as Ornos, Platys Gialos, Elia, and Super Paradise. Outside, the essential elegance of Cycladic architecture. Inside, color, rhythm, and freedom. A space where you can truly be yourself, free from any imposition.
With Mykonos, Axel also launches a new franchise expansion model: following the success of Bilbao, this is the second opening of 2025, with Valencia and Porto to follow. It’s a journey increasingly focused on the Mediterranean, but never losing sight of what makes this brand unique: the ability to connect aesthetics, message, and identity in an authentically queer offering.
