Roots: A Natural Fairytale

Brand: Eyüp Sabri Tuncer

Season: Summer 2025

Location: Istanbul – Vadi Istanbul Mall

Creative Team: Tuba Şehitoğlu, Tuğçe Uysal

Production: Ondepo

Documentation: Baran Taşlıdan

In the new season display of Eyüp Sabri Tuncer at Vadi İstanbul, we witness a whimsical production facility interwoven with nature. Titled “Roots,” this window design aesthetically showcases the brand’s commitment to naturalness, innovation, and its deep-rooted heritage. Reinterpreting the brand’s visual universe through a contemporary, creative, and original lens, this collaboration transforms the display window into not just a space for showcasing products, but a visual storyteller.

Conceived as a “fairytale of production,” the window presents a layered narrative that draws the viewer in. The journey begins with flowers and tubes hanging from the top and continues through a playful production line operated by miniature characters. These characters carry plant extracts, mold soaps, and fill colognes. With essences spiraling down staircases, oversized flower caps, and pastel-toned details, the design creates an atmosphere that feels both technological and organic.

At the base layer of this imagined system lie its physical outputs: soaps, colognes, and perfumes. The products are seamlessly integrated into the narrative structure of the window. “Roots” expresses not only the brand’s reverence for natural resources but also its longstanding expertise in formulation, its craftsmanship, and its spirit of innovation.

This window display—evocative of Eyüp Sabri Tuncer’s signature elegance and harmony with nature—visually brings the brand’s unique story to life in a colorful, graceful, and playful tone.