08.08.2026 13:40
The signboards and posters hung by the ice cream shop that opened at the entrance of the historic Çiçek Pasajı, one of the landmark structures of Beyoğlu's İstiklal Avenue, have sparked debate. Historian İlknur Bektaş stated, 'An approach compatible with the building's aesthetics should be adopted. You cannot use historic structures as ordinary advertising surfaces.'
An ice cream shop opened at the entrance of the historic Flower Passage (Çiçek Pasajı), approximately 150 years old, on İstiklal Avenue in Beyoğlu, Istanbul. The colorful signs and posters of the business covering the front facade of the historic building became a topic of debate on social media. Historian İpek Bektaş said, 'You cannot use historic buildings as an ordinary advertising surface. It is also part of the city's common image and appearance. We are experiencing visual pollution here. The building's proportions, arches, columns, materials, decorations, and the architectural rhythm of its facade must be preserved.'
The historic Flower Passage, one of the landmarks of İstiklal Avenue, was built in 1876. The passage, where florists in Beyoğlu gathered, began to be called 'Flower Passage' after a while. By the end of the 1950s, the passage, which completely took on the identity of a tavern, was known as the most ornate building of Beyoğlu. While the front of the 3-story stone building features an impressive facade architecture, the building, noted for its decorations and dynamic arrangement in architecture, went down in history as one of the typical examples of 19th-century eclecticism. Flower Passage is known as one of the places frequently visited by important figures of Turkish literature, including Yahya Kemal, Faruk Nafiz Çamlıbel, Ercüment Ekrem Talu, Eşref Şefik, Edip Cansever, Tarık Buğra, and Sait Faik. The colorful posters and panels used by the ice cream shop and buffet at the entrance of the historic building became a topic of debate on social media.
"ADVERTISING PANELS SHOULD BE COMPATIBLE WITH THE HISTORICAL FABRIC" Yusuf Daşdemir, who saw the building while walking on İstiklal Avenue, said, 'Personally, I am against such applications for the protection of our historic buildings. The colors in the advertisements cover the natural beauties and historical architectural aesthetic structures there. Of course, these colors also spoil the building. This should not happen; I am against it.' Serdilan Berta said, 'I think the advertisements on the exterior architecture of the Flower Passage are not suitable for the stories of İstiklal. There are many similar formations, but I think the current state of the Flower Passage is truly sad. I also think it is not suitable from a historical and touristic perspective, and I do not support it.' Vural Bıyık said, 'Not only the Flower Passage, but across all of İstiklal Avenue, there should be advertising panels compatible with the historical fabric, but nobody complies with this. It is also not complied with at the Flower Passage. I would expect and want the advertising panels to be more harmonious with the historic building.'
"OUR CONCERN IS TO PROTECT THE HISTORIC BUILDING" Historian İlknur Bektaş said, 'First of all, covering the facade with product photos at the Flower Passage and important historic buildings is absolutely not allowed. Advertisements are covering the building's appearance. The signs should be removed. At the same time, the shop windows need to be simplified. As a rule, columns, reliefs, stone carvings should not cover the main visible elements of the facade as a whole. Our concern is to protect and transfer it holistically to future generations. We want our city to be talked about for generations. Along İstiklal Avenue, the street facades, shop windows, and applications are far beyond the standards.'
"YOU CANNOT USE HISTORIC BUILDINGS AS AN ORDINARY ADVERTISING SURFACE" İlknur Bektaş said, 'The historic structure of İstiklal Avenue, its facades, its passages... The Flower Passage is known throughout the city for its stories. It is the stories that keep the city alive, not the shops. An understanding suitable for the aesthetic of the building should be adopted. You cannot use historic buildings as an ordinary advertising surface; it is also part of the city's common image and appearance. We are experiencing visual pollution here. The building's proportions, arches, columns, materials, decorations, and the architectural rhythm of its facade must be preserved. Protection is not only about preventing the building from collapsing. The main problem here is that a large product advertisement, with images, haphazardly takes precedence over the facade in many shops around. We cannot see the Flower Passage as that beautiful aesthetic building structure we know, because when we pass by, we encounter the perception of advertisements that many brands put in front of the building to exhibit themselves. Yes, they achieve their goal, but the city becomes distant from itself.'
Bektaş said, 'Now, on İstiklal Avenue, the metropolitan municipality and Beyoğlu Municipality have rights and responsibilities. The Monuments Board, Beyoğlu Municipality, and the metropolitan municipality may have certain licenses, permits, and designated areas. They could be reviewed again; something may have been overlooked. As citizens, we also need to remind these institutions of their responsibilities again, because the city belongs to all of us.'
"WE ARE ALSO OBLIGED TO PROTECT OUR CITY" Bektaş said, 'There are symbolic avenues in the world where the city's prestige converges. Even if the shops in these buildings change, the avenue continues its existence. For example, when we take the avenues in Budapest, Barcelona, London, and Rome as examples, İstiklal Avenue is one of them. When we bring to mind La Rambla, Regent Street in London, and the Champs-Élysées in Paris, and then look at İstiklal, we are actually talking about similar historic and important avenues of the country. While on those avenues, even a negative nuance of color or light from any sign onto the street or avenue is not allowed, why should we allow it? We are also obliged to protect our city.'