The founder of isnotgallery, Andros Efstathiou, talks to us about the exhibition “Temporary Forever – Temporary for Forever,” the gallery’s decade-long partnership with the Almyra Hotel, the human connections forged through this collaboration, the importance of supporting Cypriot artists, James Franco’s surprise participation, and his own perspective on art.
Because, as he himself says, art is not confined to a museum or a painting, but is a journey, a conversation, or a memory we choose to cherish forever
The exhibition “Temporarily Forever” marks ten years of collaboration between isnotgallery and the Almyra Hotel. How significant is this journey for you, and how has it evolved over the years?
It’s extremely important, because first and foremost, it’s a collaboration that transcends the narrow confines of a gallery space and extends into a space which was initially unfamiliar to us and presented a challenge in terms of coexisting in an unfamiliar space. And of course, over the course of ten years, it has evolved, because we, too, have learned quite a lot—how to stage a contemporary art exhibition in a hotel, and especially at Almyra, which was and remains in its own right an architectural gem of the 1970s—a style that suits us perfectly as isnotgallery. And this makes us happy because, after ten years of collaboration, we see that it has evolved quite well, quite appropriately, both in image and in substance.
Almyra has now become synonymous with this summer gathering of art. Beyond the fact that the hotel is the ideal venue for hosting an art exhibition, is there something else that brings you together?
I believe we’ve also been brought together by the personal relationships I’ve developed with the Thanos Hotels family—with Mr. Thanos Michailidis, Mrs. Natasha Michailidis, and Mrs. Anna Michailidis. They were the first to warmly embrace the idea of our partnership. They gave us the space to explore our own path; they entrusted us with their hotel, their space, their home; they gave us the freedom to do what we believe in, without expecting anything in return. For us, that was the most important thing. These people were incredible; they continue to be incredible in this regard, supporting venues and artists.
They embraced your dream.
Yes, because I remember when Ms. Natasha approached us and we discussed a collaboration—to put on an exhibition together in 2017— that was back when Paphos was the European Capital of Culture, and we, too, began to come out of our shell—a little timidly at first. It was a big challenge for us to move into a space that wasn’t our own. But what’s important is this—the relationships, the personal ones, which have evolved over the past ten years; I now consider them my friends, passionate supporters of the whole idea, and, more generally, as people. That’s what matters to us: human relationships. Everything else follows.
“Temporary Forever” is this year’s exhibition theme, which explores the relationship between the ephemeral and the enduring. Do you believe that art has the power to “defeat” time?
I think art coexists with time. In other words, it’s not a matter of defeat or victory, but of coexistence. I believe that from the moment it is created, its very nature is such that it coexists with the enduring.
Which artists are participating in this year’s exhibition?
This year we’ll be hosting seventeen artists, including a contribution from a fairly famous artist, James Franco, the famous Hollywood actor, who has a partnership with Thanos Hotel and the Kult boutiques. I had the opportunity to meet him when he came to Cyprus to promote his brand, and the event took place here at isnotgallery. So I proposed a collaboration to him, since I knew he was an artist in addition to being an actor and screenwriter, and he gladly agreed to participate in this exhibition at Almyra.
How important is it—both personally for you and for the gallery—to have the trust of such a renowned artist who is visiting Cyprus for the first time and whose collaborations have mostly taken place in the United States, in Los Angeles?
It’s a huge deal. We’re talking about an artist whose works are exhibited at various international art fairs and are represented by major galleries. I believe James Franco really “got” the gallery’s vibe and how it operates. For us, it’s very important to feature him in the exhibition at Almyra, alongside sixteen other Cypriot and Greek artists. It’s a big challenge.
There are young and emerging Cypriot artists among the participants. Have you singled out any in particular?
Generally speaking, the artists we represent and support—we do so because, first and foremost, their work is exceptional and they are exceptional people. Personal relationships are very important to us. For example, take Andreas Skoufaris, an exceptionally talented young artist who, over the past five years, has been creating incredible works of art—both paintings and ceramics. Maria Kofterou, who is now back in Japan for the second year in a row through various artist-in-residence programs, where she creates artworks, drawings on Japanese paper, and most recently held a solo exhibition at isnotgallery. We want these artists who have something special; we need to pay attention to them and promote them because I believe that in this generation, at some point—perhaps in ten to fifteen years, it will be written that this generation produced exceptional artists and that the public should support them. And we were the ones who championed them ten years ago. That’s what matters to us!
That’s my next question. How important is it for a curator to provide a platform and visibility primarily to Cypriot artists, especially at a time when cultural identity is becoming increasingly significant?
Look, we need to have an identity, and as a gallery, we need to highlight the strong Cypriot element in art, so that, from among the many artists we encounter, we can select those we believe will develop further in the coming years. And that’s what we want to highlight—artists who truly have a distinctive quality, and who may also have a strong Cypriot element in their art.
Do you believe that Cyprus adequately supports its artists, or are there still many steps that need to be taken?
The government of the day must always make efforts to support culture. However, I don’t want us to forget that from the moment you choose to become an artist—that your choice is to follow an artistic path—there is this “struggle,” there’s the enormous daily effort involved—that’s just how it is. No matter where you live—even in America, artists always face the issue of making a living—let alone in Cyprus, where we’re a small community, with a small population that, in fact, isn’t particularly interested in culture and the arts. To be fair—and I don’t want to be too sweeping—only a small portion of the population is interested, which is why I say it’s difficult for artists. And that’s what we, as a gallery, strive to do—to promote them so they can earn an income, a financial benefit. But it’s still difficult. And certainly, an artist—especially in Cyprus—has to work another job on the side, either in the public sector, as a teacher, or in the private sector. Apart from the big names, everyone has a second or third job. I don’t want to be too specific on this issue.
“Temporary Forever.” Is there a particular work that stands out to you, one that touched you personally for some reason?
I don’t know; in every work, I find something that touches me. The works we see here at SIMEK move me. Now, why do they move me? Because, if you get up close and look carefully, there’s a layer of sand. I mean, there’s this—I go up close to a work and want to discover it. When I saw it for the first time, I didn’t notice it; I was trying to discover it. It’s a rather beautiful detail. We’re moving on from this piece, which evokes a sense of Greekness—it’s by a Greek artist—and heading to works I selected by James Franco, where we see that his pieces are vastly different. It’s pop culture, thoroughly American. Then I have two wonderful works by Savvas Christodoulides, one of the most important contemporary Cypriot artists with an international career. These are pieces that speak to me—pieces I pick out from each body of work—which is why the selection process begins many months in advance. I look, I reject, I look, I reject, look, reject, look, reject—because I want everything to come together beautifully; the works need to converse with one another. You can’t just take a space, a hotel, and fill it with artworks. We’re making a serious effort to achieve the final result so that you, as a viewer, can appreciate it too. So that all of this creates something beautiful for me.
If you had to describe the exhibition in just three words, what would they be?
Temporarily Forever! (laughter)
“Temporary Forever.” Is this ultimately a contradiction, or perhaps the truest way to describe summer, art, and the memories they leave within us?
I think this title generally characterizes our daily lives and our existence. It’s something temporary, but you always know that this temporary thing leaves something behind, which you carry with you afterward.
Memories that last forever.
Yeah, I mean, you carry it with you. Isn’t that really nice?
How do you see the future of Isnotgallery and this collaboration with Almyra? Can we talk about an institution that will continue in the years to come?
I think it’s already an institution after all these years. We at Isnotgallery are looking to continue it, but so are the owners of Thanos Hotels themselves. It’s like when, after a winter—a long period apart—two friends meet again and catch up on each other’s news. It’s because, through our exhibition and collaboration, our worlds come together, and we meet again.
A summer gathering we’re all looking forward to.
Yes, we’re all looking forward to it!
I’ll wrap up our conversation with a cliché question: What is art to you?
I won’t answer you with a dry definition or an analysis of what art is. For me, art is something that speaks to me personally. In other words, it might be a work of art or a museum that speaks to me personally. But generally speaking, I’m surrounded by art every day. It could be a meal, a trip, a memory, or a conversation. I think that’s how I see art. Something without putting it in a box—and what we’re doing today, the conversation we’re having, and the setup we’ve created for this interview—I consider all of that to be a form of art. It’s something that elevates the ordinary. It has certain parameters, but they’re more technical, more beautiful, and more aesthetically sound. I want these elements to be present in general—they define my life, my surroundings, and my very being. Something that everyone can understand.
Thank you very much for your time.
Me! See you again on Saturday, July 25, at the Almyra Hotel.
Exhibition Information “Temporary Forever”:
Opening: Saturday, July 25, 2026, 8:30 p.m.
Dates: July 25 – September 6, 2026
Venue: Almyra Hotel, Paphos
Organized by: isnotgallery × Almyra
Curated by: Andros Efstathiou
