Initially expected to be completed within three years, the restoration was extended due to numerous archaeological discoveries. These findings transformed the project into a historical journey, revealing intricate Iznik tiles, wall paintings, and hidden Byzantine cisterns from the mid 16th century, when Zeyrek Çinili was originally built.
Today, the hamam blends the old and new, offering traditional bathing rituals in luxurious marble chambers, alongside contemporary bespoke furniture by Theodore Psychoyos and custom clothing by Hussein Chalayan. Adjacent to the bathhouse, a museum, art trail, and gardens provide an immersive cultural experience, showcasing archaeological finds and artefacts, from the 5th to the 20th century, further honouring the hamam’s rich past.
We had the privilege of managing this extraordinary relaunch, leading on the national and international PR campaign throughout the pre-opening and opening phases. As the physical layers of history were unveiled during the restoration, we unearthed the stories of this unique location, deeply rooted in Ottoman traditions and heritage. These discoveries allowed us to pivot the narrative from a challenging restoration project to the revival of an iconic Turkish landmark.
Through a culture-led approach, connecting history and modernity, we created an engaging narrative that ignited global curiosity, resulting in widespread coverage in travel and lifestyle magazines, architecture publications, and national newspapers. In just four months, our campaign secured over 110 pieces of coverage, with an audience reach of over 2 billion. The reopening captivated international media, with features in 16 countries, including an impactful front cover and full-page feature in The New York Times, which hailed the hamam as a masterpiece of architectural restoration.
Other notable press coverage includes high-profile features in The Telegraph Travel, The Guardian, The Times, Elle, Wallpaper, and Harper’s Bazaar Italy, among many others.
More than a mere restoration project, the relaunch of the Zeyrek Çinili Hamam bridges the past and the present, reintroducing a vital piece of Istanbul’s cultural heritage to the world.
Read more about our media campaign for the Zeyrek Çinili Hamam.
