In an industry that is often defined by spectacle and scale, Cihan Sel has carved a different path, where restraint speaks louder than volume and meaning goes beyond mere messages. As Senior Director of Marketing and Communications at OMNIYAT, Sel brings more than 20 years of international experience including real estate, sports marketing, and consumer electronics, built on an unconventional philosophy: create value before extracting it.
His approach to selling uber-luxury homes defies conventional wisdom. Where others pursue visibility at any cost, Sel champions scarcity, emotion and storytelling as the true drivers of brand equity. One memorable campaign put luxury not through luxury but through the use of space and natural light: empty rooms spoke louder than marble and gold. Another outstanding project was launched without a single dollar of paid media, relying entirely on earned narratives and unanswerable live experiences.
Drawing unexpected inspiration from motorcycle culture – with its emphasis on precision, personalization and unwavering attention to detail – Sel has brought a master’s sensibility to the world of luxury product development. In this interview, he reflects on the early experiences that shaped his marketing philosophy, the evolution of brand thinking in the region, and his vision to establish OMNIYAT as a timeless force that transcends projects to contribute meaningfully to design heritage and cultural dialogue.
Looking back, what early experiences most shaped your marketing philosophy, and when did you first realize that storytelling would be central to your work?
Early in my career, working in different sectors and markets taught me that products alone do not create products, that is, they create them. Whether it’s in real estate, sports or consumer technology, I’ve noticed that the campaigns that really hit the mark are the ones based on people’s stories, not features. It was then that I realized that the storytelling was not an execution episode; it was the strategy itself.
Your campaigns are often driven by rarity, uniqueness and emotion rather than volume or noise. Was that a conscious departure from local norms?
Yes, very much. At a time when visibility was often confused with value, I felt that restraint could be more powerful than scale. Confidence comes from understanding the audience, especially in uber-comfort, where scarcity, depth and emotion create a brand equity that is stronger than repetition can ever be.
What project or achievement best captures how you think about building brand equity, and why does it stand out?
What stands out is not a single campaign, but building platforms where brand, product and culture coexist over time. Projects that go beyond presentation to long-term issues where architecture, design, information and communication speak the same language best reflect how I think about sustainable brand equity.
How has the marketing scene changed over the course of your career, and where do you feel it has pushed you forward?
The region has grown from messaging to more advanced product thinking. I tried to further that shift by championing meaning over messaging, positioning brands as cultural contributors, not just sellers. Especially in uber-real estate, this meant elevating marketing into a long-term product and lifestyle conversation and experience.
How has your interest in the motorcycle world influenced your creative levels in other fields?
Custom motorcycle culture requires precision, personalization, functionality and respect for design integrity. That way of thinking shaped my values everywhere from idea generation to our uncompromising approach to detail. If something doesn’t work emotionally or aesthetically, it doesn’t make the cut. Rarity and uniqueness become the theme.
As the Senior Director of Marketing and Communications at OMNIYAT, what vision are you working towards, and how do you want your impact to be remembered?
The idea is to build OMNIYAT as a timeless brand, that transcends projects and plays a role in culture, design and death. If my impact is remembered, I hope it is to help position marketing not as a promotion, but as a strategic force that shapes how brands endure, inspire and matter.
