Luxury is often defined through a Western lens, overlooking the opulence that has flourished elsewhere. Yet Turkey has shaped global luxury for centuries—with its Ottoman palaces, fine craftsmanship, and artisanal mastery. Beymen, Turkey’s leading luxury department store, saw its 50th anniversary as an opportunity to challenge this narrow narrative.

Instead of launching a traditional campaign, Beymen created a bold, culturally rooted experience. The brand invited 50 of the world’s top fashion houses—from Dior to Off-White—to design exclusive pieces inspired by Turkey’s rich heritage. These were exhibited at the iconic Tophane-i Amire, a 500-year-old Ottoman-era landmark.

The campaign extended its reach through a luxury art book published by Assouline and a Netflix-distributed documentary directed by Khadifa Wong. These platforms enabled deeper storytelling and a global audience—elevating Turkey’s historic influence on style and luxury.