An ultrasound imaging apparatus is configurable for acquiring a two-dimensional, flat image of a curved region (206) within a curved plane. The apparatus includes a transducer array for imaging the region； a processor for localizing the region with respect to the transducer array； and a processor for operating the transducer array for the imaging of the region and for projecting the region onto a two-dimensional (2D), flat image plane. Alternatively or in addition, an ultrasound imaging apparatus configurable for acquiring a 2D, flat image of a curved region within a curved plane includes a transducer array for imaging the region, the array having a face and transducer elements (142)； a module for extracting a centerline of a curved object that contains the curved region； and a processor for: projecting the centerline (254) onto the face of the array；selecting, from among the elements, a set along the projection onto the face；receive beamforming, specifically using the set, to image the curved region and thereby acquire a curved image； and projecting the curved region onto a 2D, flat image plane.
