1. THE ARTIST’S CHOICE IS A DIGITAL SPACE DEALING WITH CONTEMPORARY IMAGES, MEANING WE REFUSE THE IDEA OF MERELY ONE MAIN REALITY AS WE LIVE IN A POST-TRUTH WORLD. 

2. WE EMBRACE THE IDEA THAT PICTURES ARE ALWAYS ONLY ONE POINT OF VIEW AMONG OTHERS, BRINGING WITH IT CULTURAL AND SOCIAL BIASES. IMAGES INFLUENCE OUR WAY OF THINKING AND BEING, THEY HAVE AN IMPACT ON OUR LIVES . THAT'S WHY WE PROPOSE WORKS WITH AN ANTI-HIERARCHICAL, HORIZONTAL GAZE. 

3. WE ENCOURAGE NEW TECHNOLOGIES AND AN INTERDISCIPLINARY APPROACH. WE DON'T REPRESENT IMAGES OR PHOTOGRAPHS TIED TO THE PAST, WITH NOSTALGIC REFERENCES. RATHER, WE FOCUS ON THE FUTURE
 
4. TECHNOLOGY IS POLLUTION, ART IS POLLUTION. HOWEVER, WE USE ART IN ORDER TO CREATE AWARENESS AND ENGAGEMENT IN THE IDEA OF A BETTER WORLD. OUR PROJECTS ARE ALWAYS MOTIVATED BY A SPECIFIC SOCIAL OR ECOLOGICAL CAUSE AND A HUGE PART OF OUR SALES IS DEVOTED TO ORGANIZATIONS OR DIRECTLY TO PEOPLE IN NEED.  

5. WE ARE SUBMERGED BY VISUAL REPRESENTATIONS OF OUR WORLD TO THAT EXTENT THAT WE BARELY SEE IMAGES ANYMORE. THEREFORE, WE ENCOURAGE PRACTICES WHICH PUT AT THE CENTER ARCHIVES AND PHOTO-TROUVÉE, IN A NEW VISUAL ARCHEOLOGY WHICH GIVES VALUE TO THE ALREADY EXISTENT.

6. WE ARE AN ART INCUBATOR GIVING SPACE AND VOICE TO NEW AUTHORS. WE'VE CREATED A SAFE SPACE WHERE ARTISTS AND ART LOVERS CAN STAND WITH THEIR PERSONAL VOICE AND BE PART OF A REAL COMMUNITY.

7. WE ARE A CURATORIAL SPACE, MEANING WE ARE ALSO ART ADVISORS FOR ARTISTS AND COLLECTORS. OUR PROPOSALS AND SUGGESTIONS ARE ALWAYS VERY FOCUSED AND CLEAR: WE WANT TO BELIEVE IN A   CONTEMPORARY AND AWARE NFT'S WORLD.