The works and pieces are all sourced individually by the founder, Zeynep Ugan, who is a London based independent art advisor with previous experience as a researcher for the Middle East & Islamic Art Department at the Victoria & Albert Museum as well as a gallery manager in London. As a native of Istanbul, Zeynep follows emerging trends in art and design in Turkey, Beirut, Morocco, UAE, and Iran, with the aim of bringing visibility to artists and designers who make reference to or reinterpret local traditions in art, culture, crafts and heritage.