The show takes its name from the European Side of Istanbul, which represents modern city life, as the city is divided into the European and the Anatolian Sides. The show is a sitcom about a group of friends who work at a fashion magazine with the same name as the show and reside in the elite neighbourhood Nisantasi known for its boutiques and high-society life. Different Turkish family structures are portrayed, which gives an idea about the different habits and traditions among the secular Turkish society. Some of the people that come from the Anatolian part try to fit in to modern city life, some of them are born in this life, and some of them try to conserve and adapt their traditions to the modern life. When these people come together, adventures do not stop.
