Yes, We're Opening a Bookstore
It's Adelina Film and Art Books
hat you see above is the “before” photo of Adelina Film and Art Books, the pop-up film and art bookstore Propeller will open in Boys Fort in downtown Portland this October. Answers to a few questions:
Q: Why is Propeller’s bookstore not just called Propeller Books?
A: Adelina Film and Art Books is its own entity and should be free to develop and operate in whatever way it sees fit, unencumbered by the frustration and enmity readers feel toward Propeller magazine.
Q: Why is a bookstore opened by Propeller carrying only film and art books rather than books of all sorts?
A: Bookstores that focus specifically on film and art books offer their own particular experience for readers. That feeling is what Adelina Books will attempt to create.
Q: Wait, what? What feeling are you talking about?
A: You know, the feeling. Next question.
Q: How can Propeller find time to run a magazine, a publishing imprint, and a bookstore at the same time?
A: More people doing more things.
Q: You’re opening a bookstore in downtown Portland, where there is already one of the biggest bookstores in the country. Is there something wrong with the film and art sections at Powell’s?
A: No, but there will also be something right with Adelina Film and Art Books.
Q: What would that be?
A: The feeling.
Q: Do you justify everything you do with the nebulous promise that it will result in some kind of feeling?
Q: So you are admitting that this feeling you’re talking about is entirely subjective and not really rational in any way.
A: We are admitting nothing, because there is nothing to admit. We’re just letting people know about something.
Q: A thing that doesn’t exist yet.
A: It does so exist look at the photo right up at the top of the page.
Q: That’s an empty space. I can’t imagine what you’re going to do with that.
A: See? It’s already happening.
Propeller was born and raised in Portland, Oregon. It is a magazine of books, music, art, film, and life. Its publishing imprint, Propeller Books, publishes one title per year. This fall’s title will be The Horse Latitudes by Matthew Robinson.
Adelina Film and Art Books is a pop-up bookstore that will open in Boys Fort, 906 SW Morrison, Portland, Oregon, in October.