IMA CONCEPT STORE

  IMA Concept store has been designed to enjoy photography in multiple dimensions - “ Living with photography". The store incorporates three programs: Gallery, Books, Café. These zones overlap in some areas, transiting between programs without a clear boundary. The rotating wall, “ Rudder Wall”, is located at the end of the gallery and steers the characteristics of the space to define Exhibition, Event and Shop depending on the program of the day. This flexibility of the space is what proposes an alternative view of photography and concept of the store.