# Bir Yolunu Bul  | Yavuz Selim Bayraktar & Onur Gökmen Gevri | TEDxSetbaşı

Source: https://www.youtube.com/watch?v=dni6defAipQ
Recap page: https://rapidrecap.app/video/dni6defAipQ
Generated: 2025-11-11T17:05:15.689+00:00

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## Quick Overview

Yavuz Selim Bayraktar and Onur Gökmen Gevri from GUMA presented their philosophy of finding balance between tradition and modernity, exemplified by their work blending Anatolian textile heritage with contemporary design, resulting in unique, story-rich products and immersive retail experiences.

**Key Points:**
- GUMA co-founders Yavuz Selim Bayraktar and Onur Gökmen Gevri discussed their brand's mission to create unique products by merging Anatolian heritage with contemporary design.
- They highlighted their 'Anatolian Sessions' project, which involved collaborating with local artisans from regions like Gürgüköy and Mezitler to produce items like ikat-patterned poufs and textiles.
- The brand emphasizes storytelling, ensuring every product, like the handmade pouf, has a deep narrative, unlike mass-produced luxury items.
- GUMA actively avoids creating items solely for the 'VIP' or 'luxury' segment, preferring to develop products that reflect authentic cultural stories.
- They are expanding beyond e-commerce by creating 'interactive physical stores' (cafés, museums) that offer immersive shopping experiences rather than just point-of-sale transactions.
- The founders shared a personal story about using a photograph of Yavuz Selim Bayraktar's great-aunt (who had no professional modeling experience) for a photoshoot, demonstrating their commitment to genuine representation.
- Their future vision includes creating an ecosystem around their brand, integrating their visual storytelling across all platforms.

![Screenshot at 00:03: The title slide displays 'ATTRACTOR Görünmeyen Denge' \(Unseen Balance\) alongside the TEDxSetbaşı logo, setting the theme for a discussion about balance and hidden elements.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-00-03.png)

**Context:** The presentation is part of a TEDxSetbaşı event where GUMA co-founders Yavuz Selim Bayraktar and Onur Gökmen Gevri share the journey and philosophy behind their brand, GUMA. The brand focuses on reviving traditional Anatolian textile arts and craftsmanship by integrating them into modern, luxury-adjacent products and experiences, challenging conventional retail models.

## Detailed Analysis

Yavuz Selim Bayraktar and Onur Gökmen Gevri, co-founders of GUMA, detailed their brand's approach to blending traditional Anatolian artistry with contemporary design to create unique, story-driven products. They introduced their 'Anatolian Sessions' project (00:57), which involved filming in various Anatolian villages like Gürgüköy and Mezitler (02:53-02:56) to document the creation of products like ikat poufs (10:47) and textiles, often involving local artisans. They contrasted their work with mass-market luxury goods, emphasizing that GUMA seeks to imbue every piece with a valuable story (08:40, 10:03). They specifically mentioned creating a textile design based on the traditional patterns of their great-aunt's shawl (05:35-05:38, 15:35). The presentation shifted to their retail strategy, detailing their move beyond pure e-commerce to create 'Interactive Physical Stores' (12:09) in unique venues like cafés and museums, transforming shopping into an experiential journey. They emphasized that while they sell online, their physical presence is crucial for allowing customers to experience the texture and quality of their products firsthand (11:47-11:54). The founders concluded by stating their goal is to build an ecosystem around their brand, ensuring their narrative is consistently reflected in all visual content.

### Introduction and Brand Philosophy

- Yavuz Selim Bayraktar introduces himself and the brand's core mission
- Onur Gökmen Gevri joins, highlighting their focus on unique products for luxury consumers
- The concept of 'finding a way' (Bir Yolunu Bul) is introduced as the guiding principle.

### Anatolian Sessions Project

- The team filmed in Anatolian villages like Gürgüköy and Mezitler to document textile creation (02:53)
- They collaborated with local artisans, like a shepherd, to create keffiyeh-like textiles and jewelry (07:37-08:30)
- They showed visuals of the resulting photoshoot featuring models and traditional elements (16:13-16:46).

### Product Deep Dive & Storytelling

- They detailed the specific ikat square pouf ('İkat Kare Puf') and how they ensure every product has a rich story, unlike mass-market items (10:47-11:36)
- They stressed the importance of showing texture and detail to convey product quality (11:47-11:54).

### Retail Strategy

- GUMA is moving past only e-commerce to implement 'Interactive Physical Stores' (12:09) in unique locations like cafés and museums (13:22-13:33)
- This strategy aims to provide an experiential retail journey, allowing customers to touch and feel high-quality products (13:50-14:14).

### Future Vision

- The founders expressed their goal to build an ecosystem around the brand and continue exploring novel presentation methods, such as the highly stylized photoshoot featuring a model in a green fur coat (17:38-18:26).

![Screenshot at 00:04: The opening title screen for TEDxSetbaşı featuring abstract, glowing blue and purple fractal art.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-00-04.png)
![Screenshot at 00:10: The two speakers, Yavuz Selim Bayraktar \(left\) and Onur Gökmen Gevri \(right\), standing on stage during the initial introduction.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-00-10.png)
![Screenshot at 00:20: The presentation screen changes to a dramatic, close-up image of a woman's face with striking blue eyes against a vibrant red background, illustrating the 'ATTRACTOR' theme.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-00-20.png)
![Screenshot at 00:57: A split screen showing the 'GUMA' logo on the left and video footage from 'Anatolian Sessions' on the right, featuring figures in traditional attire against a rural backdrop.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-00-57.png)
![Screenshot at 01:17: A close-up shot from the video presentation showing food items \(possibly dried fruit or pastry pieces\) in a bowl, highlighting the cultural elements captured in their content.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-01-17.png)
![Screenshot at 02:24: The presentation shifts to show the GUMA logo, the date '22.09.2022', and the words 'Notlar - iCloud', indicating a transition to a different topic or section.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-02-24.png)
![Screenshot at 06:12: The screen displays three framed images showcasing products—red sequined earrings, a colorful coiled textile, and a woman wearing a head wrap—above a large red background featuring a model.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-06-12.png)
![Screenshot at 08:54: A wide shot showing the two speakers on stage with the large screen displaying a rural scene featuring a man draped in patterned fabric standing behind a wooden fence.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-08-54.png)
![Screenshot at 12:11: The screen displays several lifestyle and product shots above the title 'INTERAKTİF FİZİKSEL MAĞAZALAR' \(Interactive Physical Stores\), indicating a shift to retail strategy.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-12-11.png)
![Screenshot at 18:19: A high-fashion image of a model in a green faux-fur coat, used to illustrate a point about product aesthetics and inspiration.](https://ss.rapidrecap.app/screens/dni6defAipQ/00-18-19.png)