SOWL is launching its first beach ritual on the Belgian coast

Knokke, August 2026 — SOWL, the new experience concept by Marie Mys and Pascale Staelens, is launching this summer with its first in-person event on the Belgian coast. On Saturday 8 and Sunday 9 August, SOWL is organising an event at Surfers Paradise in Knokke An intimate morning ritual featuring guided breathwork via headphones and a guided ice bath experience by the sea.

SOWL stands for meaningful journeys: carefully curated experiences that invite people to slow down, feel more deeply and reconnect with the moment. The concept lies at the intersection of wellbeing, hospitality, design and ritual, and approaches experience as a new form of culture.

The first SOWL Beach Ritual serves as the brand’s physical outlet.

“SOWL was born out of a desire to create experiences that are not only beautiful, but that truly linger in the mind,” say founders Marie Mys and Pascale Staelens. “We believe that the most valuable moments aren’t always the biggest, but the most meaningful. With SOWL, we want to invite people to rediscover what presence, mindfulness and rhythm can do.”

SOWL develops rituals, sensory experiences and meaningful journeys for private individuals, retreats, the hospitality sector and private environments. The brand is based on the idea that luxury today is less about ‘more’ and more about atmosphere, emotional resonance, attention and the quality of an experience.

Drawing on their backgrounds in fashion, hospitality, design and experience strategy, Marie Mys and Pascale Staelens aim to redefine wellbeing: less as a separate service, and more as a refined cultural layer that connects places, people and moments.

The first SOWL Beach Ritual will take place on Saturday 8 August and Sunday 9 August, from 10.00 to 11.30 on both days, at Surfers Paradise in Knokke.

The entry fee is €65.