Set in Istanbul between 1975 and today, The Museum of Innocence tells the story of Kemal, the son of one of Istanbul's richest families, and of his obsessive love for a poor and distant relation, the beautiful Fusun, who is a shop-girl in a small boutique. The novel depicts a panoramic view of life in Istanbul as it chronicles the long love affair between Kemal and Fusun. Pamuk beautifully captures the identity crisis experienced by Istanbul's upper classes who find themselves caught between traditional and westernised ways of being. For the past ten years, Pamuk has been setting up a museum in the house in which his hero's fictional family lived, to display Kemal's strange collection of objects associated with Fusun and their relationship. The museum will be called The Museum of Innocence and it opens in 2010.