On November 22nd, Amana, publisher of the magazine IMA, will open a photography complex called &IMA in collaboration with Barneys New York on the 7th floor of Barneys New York Yokohama.
&IMA is comprised of three main elements: a cafe, a lab, and a photo studio. Based on the concept of a "home for enjoying photography," the entire space is likened to a single home, proposing ways to enjoy photography that fit into all aspects of daily life. Interior stylist Masato Kawai will direct the three zones: "LIVING," which proposes a lifestyle that incorporates photography into interior design; "STUDIO," a photo studio where you can experience artistic photo shoots by professional photographers; and "KITCHEN," which serves food and drinks such as sandwiches and smoothies. "LIVING" offers a wide selection of photo-related items from around the world, including photo frames, Christmas ornaments, and other interior decor items, as well as photo books, albums, and cameras. Guests can try out "Reflekt," which lets you capture your reflection in a mirror, or "FIGUREME," which lets you take 360-degree photos on a rotating platform, for free. The photo data is gifted, and can be printed and purchased on iPhone cases, tote bags, mugs, icing cookies, and more. There's also a permanent French-made 3D figure creation machine, where you can scan your face and create a 3D figure combining your choice of 18 original &IMA costumes. "STUDIO" offers a fashion-forward photoshoot unlike any other photo studio. Choose from a variety of photo styles, from a hard finish reminiscent of portrait master Richard Avedon's work to a pop aesthetic inspired by Milk magazine. Professional stylists and hair and makeup artists are also available as options. Photography and data delivery starts at 50,000 yen, and prints start at 30,000 yen. Every Friday, a workshop on platinum printing, a printing technique said to maintain quality for 500 years, is also held. The participation fee is 60,000 yen, including photography, platinum printing, and lunch at &IMA kitchen (30,000 yen for platinum printing only).
KITCHEN, a cafe space produced by Transit General Office, offers healthy and hearty sandwiches (1,500 to 2,600 yen) and fresh smoothies (800 to 850 yen) overseen by Daikanyama sandwich and bar King George, as well as &IMA's original panini menu. In addition to the classic Caprese (1,200 yen), sweet paninis such as banana Nutella and marshmallow chocolate sauce (850 yen each) are also available. They will also be serving organic cakes from Kamakura's bicycle cake shop POMPON CAKES and tea from New York tea brand HARNEY & SONS (750 yen).
Ryoko Takeuchi of IMA Media Project's Retail Planning Department says, "While offering unique services and product lineups that cannot be found anywhere else, we aim to create a space that is fashionable and family-friendly, in keeping with Barneys."
