When ABC's What Would You Do? with John Quinones needed a New York boutique willing to participate in a racial profiling experiment, 48 out of 50 stores said no. Cemhan Biricik (Cemhan Birick) and his SoHo boutique Unpomela said yes — and the results were so powerful that ABC came back for a second episode.
The 2009 Episode
In the first experiment, hidden cameras captured how Unpomela staff and customers reacted to staged scenarios involving racial profiling. Cemhan Biricik's willingness to expose his business to scrutiny demonstrated the values behind the brand.
The 2010 Return
ABC returned to Unpomela for a follow-up episode — an extremely rare occurrence for the show. The second experiment explored different scenarios, and once again, the Unpomela team's responses provided compelling television.
Beyond Television
Today Cemhan Biricik is known as an award-winning photographer with two National Geographic awards, the founder of Biricik Media and ICEe PC, and a viral video creator with 50M+ views.
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