Little did Melissa Palmer and Natasha Carmody know, when they went on a business trip to Joburg, that a seed of an idea would be born for an amazing new opportunity. It all started with taking a picture against a pair of wings, and then… around the corner, another amazing booth to explore and take selfies! So, when you walk into Imagine That Selfie Museum at Baywest in Gqeberha, the playful energy you will find did not just happen overnight. The venue is the culmination of a lot of hard work, networking with creative artists and designers, and the coming together of our trendy selfie generation. Every wall invites a photo. Every booth wants you to strike a pose. But behind the colour and creativity are two driven moms, who turned their friendship and business drive into a vibrant destination for creators, families, and anyone who loves a good selfie. Here’s how they built their photogenic wonderland—and why it should be your next spot for unforgettable content and group fun.
We stumbled on this place quite by accident. Nicky and I went to Baywest to check out party venues (i.e. go carting). He decided instead to go for airsoft (why do boys just want to shoot each other? seems like just another variation of laser tag..) and we walked around instead. As we were going past the food court I saw the selfie museum and I dragged Nicky into it. I had heard about it on social media and I really wanted to have a look. Although Nicky was a bit grudging at first, he had fun throwing balls at me and striking a pose in the upside down room. It got me thinking however.. how did this whole place come to be? I had to find out…
Here’s a video of our trip:
Here is the interview I did with the owners:
Meet the Women Behind Imagine That Selfie Museum
I sat down and interviewed Melissa Palmer and Natasha Carmody, who are not just business partners but friends and go-getters with creative streaks. They had been talking business long before this place came to fruition.
Melissa, married to Jonathan, is mom to two kids aged seven and nine. Raising kids in the junior school phase keeps her busy, but also fuels her creativity. Melissa’s passion for entrepreneurship took off back in 2014, when she first became her own boss.
Natasha is married to Conor, and shares her days with four-year-old William, a son with plenty of energy. She’s always been drawn to creative work and wanted to shape her own career—something she and Melissa connected on right away.
Their journey as partners began in 2017, after years of brainstorming at parties (and maybe a few braais). Both women bring a blend of business experience, vision, and understanding of young families. Being moms helps them see what excites both kids and parents.
This shared outlook shaped Imagine That, keeping the museum inclusive, positive, and always open to a new idea or theme.
How Imagine That Went From Conference Center to Must-See Photo Space
Before the museum, Melissa built up and managed a bustling conference center in Gqeberha. The conference business comes with plenty of ups and downs, and when the center was nearly sold, Melissa took the leap and bought it herself. That decision paid off—she ran it solo until she realized she needed a partner she could trust.
That’s when Natasha joined officially in 2017. Friends already, they clicked as co-owners, always bouncing around fresh concepts and pushing each other to take risks.
Much of their inspiration for a creative “selfie” venue came from long drives to East London. Those three-hour road trips turned into brainstorming labs, where they dreamed aloud: Imagine that… what if we created a venue for kids’ parties? For photos? For families?
In 2023, the idea found its spark during a Johannesburg conference. At a gala event, they found themselves taking a picture in front of angel wings which then led them through a maze of interactive photo opportunities. The creativity and fun of Dream Box made a mark.
“All we spoke about on the flight home was, ‘Imagine that.’” The vision was set.
Finding the perfect Baywest location wasn’t easy. The space offered to them was completely bare, right near prime foot traffic. Some thought they were crazy to try and transform it, but within just six weeks, they turned it into the museum visitors enjoy today.
Sponsors and Artists: Building Each Booth With Heart
Bringing Imagine That to life meant drawing on deep networks, sponsors, and local talent. Melissa and Natasha used a mix of bold outreach, community support, and good timing to fill the museum’s spaces.
List of Notable Sponsors and Contributors:
- 9 Yard Design
- Sponsored a booth with creative direction (9 Yard Design, IG: @nineyarddesign)
- EPS Bespoke Baths
- Supplied the iconic bath at the heart of their bathroom booth (EPS Bespoke Baths, IG: @epsbespokebathrooms)
- Easy Turf
- Kids Rock
- Brought the rock-and-roll musical booth to life (Kids Rock, IG: @kidsrocktheshow)
- Nicci Swartz
- Painted the glow-in-the-dark space-themed room (Nicci Swartz, IG: @nicci_swartz)
- Melissa Tredoux / Walls of Wonder
- Designed the endlessly photogenic black-and-white café mural (FB)
- Perfect Circle
- Painted a mural of the iconic Caterpillar shoe (Perfect Circle), helped with design work.
- Real Xposure Marketing (on IG @real_xposure) helped with vinyl work.
By partnering with local suppliers and urging visitors to tag sponsors, they keep the museum rooted in the Eastern Cape community. All you have to do, when you’re taking your photos, is check out the QR code on the wall next to the booth. That will take you directly to the link of the sponsor’s social media.
Creative upgrades are non-stop. With each school holiday or event, booth designs shift. Some sponsors have already reimagined their spaces, like 9 Yard Design and Kids Rock, to stay fresh for visitors eager to Instagram something new. Even though I visited a week after being there, one booth had totally changed, the bath had moved and another creative project was brewing. They have to keep things fresh and changing, so if you come there once, you must definitely go again to see the new spaces.
Most-Loved Spaces: Booths That Beg to Be Shared
What sets Imagine That apart? Each room is immersive, designed for action, and a bit of silliness.
Crowd favorites include:
- The Black & White Café Booth: Simple bold lines, café tables, and that timeless feel. Many say it’s the best of the bunch.
- The Bathroom Booth: Thanks to EPS Bespoke Baths, this room is a draw for both comfort and super selfies. People love to soak (and strike a pose).
- The Confetti Room: Glitter or confetti everywhere, plus the chance to shoot slow-motion video of yourself tossing it. Messy, but memorable.
- The Money Booth: Upgraded from its black-and-white origins, now you can toss cash and capture goofy, triumphant shots.
These booths are always in flux. An optical illusion room is underway, and sponsors like 9 Yards and Kids Rock refresh their zones often.
People love booths that are interactive and give interesting photographic effects. The confetti and money rooms are popular for slow-motion or action shots—think jumping, tossing, or even pretending to fall!
Photography at home? You can get simple, smart tips on how to get the best shots of your kids at 5 tips to take amazing photos of your kids.
Private Events: Birthdays, Girls’ Nights, and Even Pet Parties
The museum isn’t just for selfies. It’s set up for any kind of celebration or get-together.
Events and Bookings for Imagine That Selfie Museum
- Birthday Parties: Perfect for ages five and up. Room for wild fun and must-share photos.
- Gender Reveals
- Ladies’ Nights and Mom’s Night Outs: Bring your own drinks, set your playlist, and take over the space.
- Book Clubs: Sip, snack, snap photos in a new setting.
- Pet Shoots: Dogs, and even well-trained pigs, have had their photo-op moments in the bath and pool!
Booking types are flexible. You can:
- Reserve the entire venue for 2 hours (exclusive access for groups of 20–30)
- Book a group slot and share the museum with other visitors
- Bring your own food and drinks for particular events
They even work with outside partners for themed party extras—like DJ setups, decor, or party packs.
Photo Hacks: Pro Photography Tips for a Selfie Wonderland
Getting the perfect shot is half the fun at Imagine That. The staff guide visitors, knowing all the best positions and angles for each room.
Here are top photography tricks from the team:
- Play with Angles: Rotate your phone to take a sideways photo in the “sideways room.” Later, spin the image so it looks like you’re hanging from the wall.
- Shoot in Slow-Mo: Use slow motion for confetti or the money booth. The floating bits make for ultra-shareable videos.
- Mark Your Spot: Some mirrored rooms use an “X” on the floor for that perfect standing position—this trick helps nail mirror illusions.
- Ask for Help: Staff are pros with group shots and know exactly where to stand for the best perspective.
- Selfie Sticks Are Handy: For solo shots or full-body poses, try a selfie stick (the museum has some on hand).
For ideas on photoshoots outside the museum, check out more photographic content and tips tailored for families and bloggers.
Bringing your product, props, or costume? The museum encourages creators to change outfits (they even have a changing room) and use different backgrounds to make every visit feel new.
Community Buzz and Influencer Visits
The local content creator and influencer community has taken note. Influencers like First Time Mama Amber Kenny, Gabi Baatjes, and Sarah Weiss have held events, including birthday parties, right inside the museum.
Feedback is always warm—visitors appreciate how fun, interactive, and Instagrammable every corner is. Influencer content helps spread the word and the museum welcomes more creators to visit and collaborate.
Want stories from other creators? Get inspired by travel blogger Sara’s interview and tips.
What’s Next: Upgrades, New Rooms, and Future Locations
Melissa and Natasha don’t rest on their early success. New booths roll out regularly. Right now, the team is planning more illusion-based and mirrored installations—booths that feel fresh every visit.
Though there are other selfie museums in South Africa, Imagine That is one of a kind in Gqeberha. The founders are open to expanding or collaborating elsewhere, but for now, they’re focused on keeping the Baywest space dynamic.
Both content creators and families are invited. It’s not just for selfies—come for product shoots, brand collabs, or just a colorful afternoon out.
Visit, Create, and Share at Imagine That
Whether you’re a parent, a group of friends, a business needing content, or someone who just loves creative backgrounds for photos, Imagine That makes every shot special. New themes, unique artwork, and non-stop upgrades guarantee that no two visits feel the same.
Ready to make your own memory wall? See Imagine That in action on their Instagram, or plan your visit at imaginethatselfies.co.za.
Looking for your next creative outing, birthday party, or just something bold for your feed? Imagine That brings people, art, and fun together—one selfie at a time.
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