Photography Meets Cognitive Science at Rome’s One Room Bookstore

Stefano Ruffa leverages his background in media and cultural studies to curate a diverse collection of photobooks – transitioning from its original San Lorenzo location, OneRoom now thrives in Rome’s city center

OneRoom, Rome: Photography Through Theory and Practice

In 2008, Stefano Ruffa founded OneRoom, a space dedicated to exploring and experiencing the world of photography. His aim was not only to engage with the photography he consumed but also to share it with others in a tangible, meaningful way. Today, OneRoom continues to bridge the gap between photography professionals, enthusiasts, and the broader public, with a strong focus on photobooks.

OneRoom’s Roots in San Lorenzo

OneRoom’s story began in San Lorenzo, the Roman neighborhood where its founder, Stefano Ruffa, was born. Known for its vibrant culture, universities, and photography schools, the area was a hub for creativity, hosting galleries and niche bookstores that inspired OneRoom’s inception.

“From the start, it was a challenge to engage audiences beyond photography professionals,” Ruffa recalls. “I have spent the past decade asking if there is an audience outside this niche and striving to connect with them.”

Initially, OneRoom attracted a community of photography insiders transitioning from passion to profession. Over time, it became a destination for those interested in visual storytelling, offering a space for exploration and exchange.

Moving to Rome’s City Cente

Today, OneRoom is located in Piazza dei Satiri, steps from Piazza Navona in the historic center of Rome. While the area’s accommodations cater mostly to tourists, Ruffa embraced the challenge of relocating from San Lorenzo.

“The move tested whether we could retain our original community while inviting new visitors,” Ruffa explains. Despite being a location that Romans seldom frequent, the central position has opened OneRoom to a broader audience. “The space has become a platform for exchanging ideas. It thrives on the energy of conversations with people who engage with our message while traversing the city’s landscape.”

Stefano Ruffa: A Photographer’s Journey

Ruffa’s connection to photography began in childhood. “As a shy boy who hated being photographed, I took control by picking up the camera,” he shares. This pivotal moment led to an enduring passion for photography—both its practice and its theory.

After earning a degree in media and cultural studies from Rome’s DAMS, Ruffa moved to Milan to specialize in still photography at the Accademia Teatro alla Scala. He later returned to Rome, working as a photographer for Renzo Piano’s Auditorium Parco della Musica. By 2008, Ruffa realized his dream of creating a space where people could encounter and engage with the photographic works he loved.

“My focus is not on sales,” he emphasizes. “It’s about introducing people to the world of photography and the medium of the photobook. Unlike online commerce, a physical bookstore allows for a deeper, more personal connection.”

Combining Photography with Cognitive Science

Over time, Ruffa expanded OneRoom’s mission by integrating his interest in cognitive science. “Photography, like our thoughts, is rooted in analogy,” he explains. “It helps us prepare for and understand the world.”

The digital age has brought photography into the hands of billions, thanks to smartphones and platforms like Instagram. Yet, Ruffa argues that accessibility doesn’t necessarily translate into deeper engagement. “Seeing an image on a screen versus in a photobook offers entirely different experiences. Understanding these contexts is key to interpreting photography,” he says.

OneRoom’s audience reflects its inclusive ethos, drawing academics, students, professionals, and even those on the fringes of society. “Encounters with people and transformative works have broadened my perspective and shaped the direction of OneRoom,” Ruffa shares.

Expanding Photography’s Audience

Ruffa sees photography as a “sociolect”—a language understood by a specific group—that could evolve into a universal medium. “Photography saturates our lives, yet we often lack the skills to read it critically,” he notes.

OneRoom’s mission is to make photography accessible and comprehensible to a wider audience, using the photobook as a tool for breaking down barriers and fostering new perspectives.

Come parlà ai serci: A Visual Bibliography

OneRoom’s commitment to exploration is exemplified by Ruffa’s project Come parlà ai serci (“How to Talk to Stones”). This visual bibliography examines the metaphorical significance of stones, presenting them as the foundation of existence and a lens through which to view diverse perspectives.

The series features books on a wide range of topics—from WWII to labor and commerce—each containing at least one image of a stone. “Photography provides common ground for differing viewpoints,” Ruffa explains. Works like Bruno Munari’s Da lontano era un’isola encourage viewers to explore the unseen and cultivate curiosity.

Curating OneRoom’s Photobook Collection

OneRoom’s collection spans decades, from the 1960s to the present, and reflects Ruffa’s meticulous research. “My method involves consulting piles of books, photography catalogues, blogs, and festivals,” he explains. “I begin with topics outside photography and trace their relevance back to photobooks.”

The curated series at OneRoom act as bibliographies, offering a layered exploration of specific themes. Ruffa collaborates with creatives—from fashion designers inspired by 1980s club culture to scenographers recreating 1990s Naples—to tailor the bookstore’s offerings to diverse interests.

“Books should equip readers to understand their contents,” Ruffa says. He cites Nicolò Degiorgis’s “object-books” as examples of works that bridge the gap between creator and audience. These self-contained systems communicate complex ideas through accessible language.

Photography, Theory, and Practice

OneRoom’s programming includes a dedicated section for criticism and theory, featuring publishers like Valiz and Sternberg Press. These resources delve into contemporary debates on museums, institutions, and art’s role in society, enriching the store’s offerings and Ruffa’s interactions with visitors.

“In an era of image overload, my focus is on creating systems that activate images rather than producing more,” Ruffa says. “By sharing discoveries through photobooks, I hope to foster dialogue and understanding.”

OneRoom: A Hub for Photographic Exploration

Located at Piazza dei Satiri, 55, 00186 Rome, OneRoom continues to inspire curiosity and dialogue through its carefully curated photobooks. Ruffa’s vision remains rooted in promoting exchange and growth, demonstrating photography’s potential to connect and transform.