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We revisited the inspiration drawn from our roots through the contemporary language of art. We brought together the memories, traces and values shaped by Elite World Hotels & Resorts’ 50 year journey with the freedom and creativity of contemporary art. At our dedicated space at Contemporary İstanbul, one of Türkiye’s prominent meeting points for the art world, we gave our story a new perspective. We invited visitors to take a closer look at the memories held within our brand, bringing together where we have come from, where we stand today and the dreams we hold for the future through the language of art.

Every year, Contemporary İstanbul brings together artists, galleries, collectors, art professionals and art enthusiasts, contributing to the international visibility of Türkiye’s contemporary art scene. By bringing works from different disciplines together under one roof, the event creates an environment where art is not simply viewed, but encountered, explored and experienced. Becoming part of this gathering in Elite World Hotels & Resorts’ 50th year gave us an opportunity to revisit our brand story from a new perspective through art.

At the heart of this story was an inverted tulip installation, standing approximately 2.60 metres tall and lending its own rhythm to the space. The layered forms created by Ladin Aküzüm on paper transformed a delicate material into a strong, sculptural expression. Seen from a distance, the work appeared simple and understated. Up close, its craftsmanship, texture and intricate details revealed a distinctive character.

We found a reflection of our own 50 year journey in this transformation. A story rooted in its origins, shaped over time and continuing to rise towards the future.

Inspired by Our Roots

The story of Elite World Hotels & Resorts began in Van 50 years ago. Today, as our brand continues to grow across different regions of Türkiye and beyond, Van remains more than the place where it all began. It is an important part of our identity and the memory of our brand.

For this reason, the inverted tulip became one of the meaningful symbols we chose to tell our story. With its roots reaching into the earth and its flower turning towards the sky, the inverted tulip represents the connection between our past and our future. It reflects how our journey, which began in Van, has evolved over 50 years, while staying connected to our roots and moving forward with an innovative and contemporary outlook.

In this way, a single floral form became a visual expression of the Elite World Hotels & Resorts story, connecting our past to our present and our present to the future.

The Transforming Story of Paper

The fact that the work was created by artist Ladin Aküzüm using paper was also an important part of this narrative. Bringing different materials together through original designs, Aküzüm combines craftsmanship, paper art and a sustainable approach to production in her work.

Standing approximately 2.60 metres tall, the inverted tulip installation was placed at the centre of the space as a striking reflection of this approach. Set against a backdrop dominated by deep burgundy and plum tones, the work transformed the delicate texture of paper into a strong and striking form, giving the space a distinctive character. The contrast between the delicacy of the paper and the imposing form of the installation became one of the work’s most compelling details.

Discovering the Story Behind the Work

Three cube shaped digital screens positioned around the installation invited visitors to explore the making of the work. The screens featured footage of Ladin Aküzüm working on the piece, her creative relationship with paper and the installation process at Contemporary İstanbul.

This allowed visitors to see how the work took shape before encountering the completed installation. From the transformation of the material to the creation of the artwork, and from the production process to its final form in the exhibition space, the story brought the physical installation and digital content together as parts of the same narrative.

This experience also offered a different perspective on the 50 year story of Elite World Hotels & Resorts, bringing together four key ideas: the past, creation, transformation and the future.

A Contemporary Interpretation of a 50 Year Story

With this special space at Contemporary İstanbul, we did more than tell the story of Elite World Hotels & Resorts’ 50 year brand heritage. We transformed what we have carried from our roots into the future into a work that could be seen, felt and experienced through the language of art. We revisited our journey, which began in Van and now extends across different regions, through the distinctive and transformative power of contemporary art.

The form of the inverted tulip, rising from its roots towards the sky, brought our connection to the past and our perspective on the future together within a single work. In every fold of the paper shaped by hand, we saw traces of an identity that has evolved, renewed itself and found different ways to express itself over the years. While remaining inspired by our roots, we also felt how every new step we take adds another layer of meaning to our 50 years of experience.

By approaching art as a contemporary expression of this longstanding heritage, we added more than a celebration to the 50 year journey of Elite World Hotels & Resorts. We added a distinctive experience that could become part of our collective memory.

Because some stories are not simply told. They grow deeper over time, take new forms and find new meaning through art.

To take a closer look at the making of this special work, the details created by our artist Ladin Aküzüm and our journey at Contemporary İstanbul, visit our Instagram account.