One of the most delightful changes for us this year was undoubtedly our decision to move, which not only multiplied the capacity of our home in Pera, but also gave us vitruta Space and secured us a corner spot in one of the most beautiful squares of Istanbul. Our new store, which we opened in mid-April, quickly won the hearts of locals both inside and out. This historical building, standing at the Şişhane entrance of Meşrutiyet Avenue and facing the metro exit with its grand windows, made vitruta immediately noticeable. But instead of placing a giant logo or displaying products in these windows that catch the eye even when descending from Galata, we didn’t want to take advantage of such a selfish prominence that wouldn't do justice to the spirit of that street or Beyoğlu. Instead, we imagined collaborating with an artist to create a piece that would unify Beyoğlu, Asmalı Mescit, Tepebaşı, Şişhane, and what we understand as Pera, with vitruta—one that would give those windows meaning both day and night.
When we began our search, one of the first artists we spoke with was April Key, who has been living in Turkey for a long time and whose works combine modern aesthetics, colors, and graphics. April embraced our vision of blending vitruta’s overall stance, vibrant brands, and the shapes of products they represent, with Beyoğlu’s narrow slopes, steep stairs, French balconies, columns of historic buildings, high windows, and bustling texture. She created an artwork that we’re proud to keep in our store for a lifetime.
