Aryl transfer between heteroatoms was photochemically available through radical initiation followed by a bimolecular reaction. However, such an excited-state reaction has rarely been reported through a photoinduced intramolecular pathway in the π-conjugated systems. Herein, we found, for the first time, a clean photoinduced intramolecular aryl shift for imidazolyl-quinoline derivatives 2NQ (imidazophenanthrene) and 4NQX (imidazophenanthroline), of which the photoproducts are thermally reversible. Upon light irradiation of the studied compounds in solution, an appreciable blue fluorescence along with a gradual change in color appearance was observed, the photoluminescence and photoconversion quantum yields of which were shown to be competitive in the same excited state. We were able to harness the photoconversion quantum yields of the NQ compounds with facile electronic modifications. These, in combination with time-resolved studies on the NQ compounds, gave an oxygen-insensitive aryl transfer rate within 1-100 ns. The anomalously slow intramolecular reaction rates were further proven to be associated with the ∼5.0 kcal/mol transition free energy. The photoproducts NQ_rs were isolated, identified by X-ray analyses, and also shown to demonstrate anti-Vavilov reverse reactions back to the NQ compounds in the higher-lying excited state. The discovery of photoinduced intramolecular aryl transfer paves a new pathway in the synthetic field, which may also be extended and far-reaching to solar-chemical storage under an appropriate design strategy.