When Whatiftheword moved to new premises in Woodstock they began a trend of galleries leaving the inner city for the burgeoining new art precinct in the area. Founded in 2005 by Justin Rhodes and Cameron Munro, Whatiftheworld began with a small exhibition space and quickly established itself as a much-needed platform for young and emerging artists. This resulted in a diverse programme of frequently sold-out shows of contemporary art in all media, and also gave rise to workshops and other collaborative initiatives for the art and design community.

Selected in 2007 by Contemporary Magazine (London) as one of the Top 50 Emerging Galleries from Around the World, this fast-rising young gallery represents a new generation of multi-disciplinary emerging South African artists whose focus on themes of identity, culture, the urban experience and popular iconography creates a continuous dialogue with both the local and global community. By giving voice to new talents, the gallery intends to grow public dialogue within the local contemporary art community, and provide an alternative to the traditional art structures and institutions.