Baklava Procession

Sergen Şehitoğlu & Karaköy Güllüoğlu
Window Display Design
Concept Statement

The window design I created for Karaköy Güllüoğlu is inspired by the brand’s unique position between local and global, tradition and innovation. As an “Istanbul Baklava Maker,” Karaköy Güllüoğlu has extended its roots across Anatolia over the course of more than a century, all while maintaining its gaze toward the world—both geographically and intellectually—with a commitment to continuous evolution.

In developing the design, I aimed to translate this distinctive recipe and cultural journey into a playful visual story for the windows—often the first point of contact between the brand and the public. A baklava tradition rooted in the Ottoman era, ingredients and expertise sourced from Gaziantep, a legacy that began in Karaköy, a century spent intimately connected to both Istanbul and the sea, six generations of family artisans, and a worldview that stretches as far as Japan—all converge in the heart of the Karaköy Güllüoğlu store.

This convergence inspired a whimsical, three-dimensional miniature tableau: tiny figures carrying baklava across time and place, pistachios flying through the air from Antep, a miniature plane piloted by Murat Güllü heading toward Japan, Nadir Bey and Mustafa Bey standing at their shopfront, and of course, the ever-present spirit of Istanbul, the Bosphorus, and the sea. I wanted to present this “miniature,” full of charm and narrative richness, with a flavor that reflects the brand and its product perfectly.

When you approach this 3×3 meter vitrine, you’ll encounter a new detail each time—a small story from the rich history of Karaköy Güllüoğlu. This window was transformed into a stage not only to delight customers but also to bring joy to passersby, while telling the story of a century-old brand.

I would like to extend my sincere thanks to Nadir Güllü and Murat Güllü from the Karaköy Güllüoğlu family for making this dream a reality, to Pelin Alptekin, to architect Aslı Dağaltı Dilsiz who designed the space, and to Tuğçe Uysal Çakmakçıoğlu, the architect who supported me throughout this process.