The peripatetic Ivan Vartanian, of GOLIGA, Tokyo, recently remained at home in order to produce his latest project, “a mega-size poster book on Alec Soth,” which was announced yesterday on Facebook.

If you’re not in Tokyo, you can purchase the limited edition poster-book here. If you are in Tokyo, you can participate in a series of events that started Tuesday with The Cave, photo below, running through September 18^th.

There will be a special event every day starting September 12 [a sold out lecture], followed by a book signing [September 13], a bookmaking workshop [September 14], a portrait photo shoot [September 15 and 16], and winding up with a ping pong tournament [September 17], complete with an incredibly swell trophy.

Above: The Cave, a reading room for publications of Alec Soth as well as the books of his imprint Little Brown Mushroom are on view in a relaxed and particular environment, with refreshments and music [is that a Pachinko machine on the right?]. Images from the new poster book by Alec Soth of Magnum Photos [Goliga 2013] is also up on the wall [above]. Photo courtesy GOLIGA.

Is this a blinding glimpse of the obvious in terms of smart marketing? Or What?

Ivan plans to hit the road for Amsterdam at the end of the month, where he will be producing a performance at the Unseen Photo Fair—information to come when details are fixed.

And to answer the question, "Is that a Pachinko machine on the right?", Ivan wrote, "No, it is a pinball machine from America. It is a restored 1978 pinball machine of Close Encounters of the Third Kind. The chimes are the original bells. It is an amazing machine and people cannot stop playing it."

Correction: This opening reception takes place next Thursday, September 12, 6-8 pm: Didier Massard | L’Atlas Imaginaire. Julie Saul Gallery, 535 West 22^nd Street, 6^th Floor, NY, NY.