The Now Gallery was born from the idea to reuse an old storage space for the stock of a used book store, turning it into an exhibition gallery of art, cinema, photography, books, a new alternative space for culture and socialization. The access that overlooks Fulham Road is conceived as a kind of portal "book" that opens towards the interior of the former stock. The reception is at one with the window, thus creating a single element of a continuum between interior and exterior. The whole area of the store is left intact, hidden from the installation of the display walls that form a path that unites the various pavilions dedicated to the sections of painting, sculpture, photography, film and design. The sterile white walls of the exhibition space and serves the dual purpose of highlighting the works and remain visible while the upper part of the former warehouse, all with the aim of creating a particular parallel between the way real modern (Now) and that imagination and creativity derived from the art on display (gallery).