It's more of a gallery than a bookshop. The book is on display. The theme of the book is extended into the presentation of the place. Instead of a gallery gift shop you can buy the book the gallery was themed on. It's a nice idea. Gimmicky perhaps, but nice.
It's akin to a musician/artist performing/producing at some minor venue (park, museum, bar, etc just sitting in the side providing ambiance) where just a few minutes experience is enough for some to buy a CD/DVD/book. Give a wandering shopper a reason to drop into the gallery/store and have a remarkable few minutes, and some will buy without planning to.
