During the 14th century, Galata with its urban form and structures used to display its period’s typical features as a Mediterranean city. It had become an important part of the city where commercial relations with the West were established and carried on, and this characteristic of the area had continued. In 15th century The most important axis of the region was the Voyvoda Avenue (today’s Bankalar Avenue), which extended parallel to the shore line and on which were lined the administrative structures of the colony.
Beyond the Galata walls, the Pera region, which was composed of vineyards-orchards and called as ‘Pera Vineyards’, had started to be built up gradually from the middle of the 18th century onwards. During the 19th century, on the other hand, an inclination had begun in Galata to extend towards the open areas beyond the walls. While the vacant areas had begun to be redeveloped by splendid structures led by the embassy buildings which lined around the main axis called Rue de Pera (today’s İstiklal Avenue).
The masonry embassy buildings were contributing to the region’s European image. In spite of the resemblances in the settlement pattern, a different trend was observed from the point of view of social, cultural and architectural development.
Throughout the carnival season, bales were being organized almost everywhere. The bales given for the benefit of associations or Embassies were not looking for examples in the West. Greek, Armenian, Jewish and Italian ballads were announced in advance banners, and newspapers were also showing their ads.
A.Ubicini observed that Galata merchants would walk through the narrow district which connected Galata and Pera after work, and would look at Petit Champs des Morts and Genoese structures on the way. After having dinner at home they would take part in the evening’s entertainment.50 This active participation in Pera’s nightlife in the district developed society, and this gained the attention of Pera’s inhabitants.
The French and the Italian theatres were located in the central area. And also Petit Champs des Mort was transformed to a theatre (Tepebaşı Şehir Tiyatrosu).
The posters of the plays to be exhibited in the theater are prepared and also mentioned in newspaper ads.
Especially in the second half of the century, Pera inhabitants slowly witnessed the changing face of the district with the theatres, passages, cafes, shops and other cultural public and private places. With the establishment of department stores, they could find also direct shopping amenities and had the possibility to see products up close. These stores also started to make their advertisement with some posters to increase their sales and also to compete with each other.
The biggest transformation in Tepebaşı is; the arrival of the famous Orient Express in 1889 from Paris to Istanbul after the start of direct train services from Paris to Istanbul to the passengers of the high standard of service has been able to serve the needs of the guests. Therefore, some important hotel were opened to service. Such as, Grand Hotel de Londres, Bristol Hotel (today’s Pera Museum) and Pera Palas. And this process contributed to the development of travel and tourism sectors in the Pera region. And some travel and tourism brochures was published.
In the changing and developing process, visualization in the fields of travel, tourism, entertainment and trade has an important place. Therefore, collections in the museum include advertisement and poster visualizations under trade and capitalism, entertainment and visuality and travel and tourism headings.
Begüm Sarı 