We make use of theory of story (narratology) to design experiences through product, service and space.

Do you have any experience that someone tells you about something you have never seen/used and it makes you really excited or let you want to see/use it. The storytelling itself can attract people although we have never seen the thing. This is the agency how the story works. It seems to be similar to novels and movies that story steals our heart.

We design well-thought-out stories, iterate to experiment and evaluate to penetrate the stories into our lives as product, service and space.

We believe that we live on stories, and they affect what you think, what you say and what you do. We understand stories of people, interpret, provoke and redesign them, to realise something new into our new code of conduct.

imaginable is an art design collective founded in 2014 in London by Emily Kimura and Daisuke Nakazawa, graduated students of MA Narrative Environments, Central Saint Martins College of Arts and Design.