ALTA Records Books Photo is the meeting point of three distinct curatorships: Sérgio Gonçalves in records, with a collection built over 35 years; Rui Ribeiral in books, with rare editions and critical thought; and Pedro Garcia in photography, with an analog curation made of light and grain. A space where time is an essential element, and the analog — sound, paper, and image — takes center stage. Three singular paths that intersect in a territory where everything resists the immediate.
Can you tell us your story so far?
Rui: I grew up in Lisbon before the internet, mobile phones, and mass tourism — a huge privilege I always try to remind my children of. For several years, I worked in the music industry. I took a break to dedicate myself to books, particularly photography books. Today, at ALTA, I can finally bring these three passions together.
Sérgio: I collected for 35 years and decided to share and make the most of it by creating a shop.
Pedro: I’ve traveled, photographed, and built over the last 25 years.
Next steps?
Rui: Right now, I’m focused on ALTA and on continuing to make this space a place of discoveries, encounters, and exchanges — without having to follow too many rules or formalities. All with plenty of relaxation and good humor. And never forgetting that we’re doing this, above all, to have fun.
Sérgio: To keep learning about everything I can.
Pedro: To keep traveling, photographing, and building.
Best spot in Portugal?
Rui: Ericeira.
Sérgio: In the shop.
Pedro: That’s a secret.
What does style mean to you guys?
Rui: Style can be many things together, and it’s in each person’s DNA. If you feel comfortable with what you wear, with what you believe in, then that’s your style. Accepting difference also helps.
Sérgio: Style is culture — you live it.
Pedro: Style is talent.
What motivated you to get started with your business?
Rui: A great desire to be creative, independent, and free.
Sérgio: Sharing.
Pedro: Photography from a curatorial perspective.
What's the Band/Music Style/Music Artist that inspires you?
Rui: It’s hard to answer that question. My tastes are very eclectic. I’ve been touched by different genres/artists at different stages of my life. And luckily, I’m always being surprised.
Sérgio: There are many and varied. It’s very hard to narrow it down to one artist/band or style. In fact, all styles interest me. If I had to choose, it would have to be experimental music.
Pedro: It completely depends on the mood, but if I had to choose just one — 70s rock.
Any guilty pleasures worth mentioning?
Rui: Mushrooms, and the croissants from “a vizinha” in Santo Isidoro.
Sérgio: I’m increasingly fond of Portuguese popular music. “Tu és a que eu quero” by José Pinhal is a perfect example of an absolute classic. But there’s much more.
Pedro: Time.
They wear:
