When we first published this story in July, we only knew that Fujifilm had plans to open a world-first photography centre in London's Covent Garden in winter 2019.
Now the official opening date for the FUJIFILM House of Photography is 3 December, and visitors are already being invited to discover and immerse themselves in the photography and print offerings.
The new concept experience centre is set over three floors, and will showcase all of Fujifilm's photography and imaging brands (for both picture making and taking).
Visitors can expect a GFX specialist area, X-Series spotlight, Instax zone and a 'Wonder Photo Shop' for printing photos and gifts, plus a club for professional users.
Centre celebrates the heritage of Fujifilm
Founded over 80 years ago, photography is key to Fujifilm's heritage, and the centre marks a world-first for the company.
“We at Fujifilm are passionate about the preservation about people’s memories, and keeping the spirit and culture of photography alive,” said FUJIFILM UK’s Managing Director Yoshitaka Nakamura.
Today, Fujifilm is world renowned for its innovative X-Series, but also iconic range of fun Instax cameras. The centre will cater to all audiences and photography levels, from enthusiast to pro.
We want to inspire people to have fun, to enjoy photography and to learn more about what they can do with their pictures and their cameras – from Fujifilm enthusiasts and industry professionals, to members of the general public whose photography is mainly smartphone-based.
Theo Georghiades, Project Leader
What to expect at the experience centre
- Instax instant camera and printers experience zone
- GFX specialist area for expert buying advice
- A gallery space launching with an exhibition of photographs of David Bowie by renowned photographer Markus Klinko
- X-Series spotlight
- Photo shop with photo printing and photo-gifting
- A social lounge space and studio for club members
- Open-plan, collaborative, free studio spaces available for visitors to use
The company's aim is to provide the ultimate photographic experience in London – a wonderland of opportunities.
The aim is for it be more than just a store; a community, club and home for all ages and demographics to enjoy and learn from, whatever they shoot with.
“The mirrorless market is starting to overtake the DSLR market.” And let's not forget the popularity of the Instax with the instagram generation. “Instax has done a wonderful job over the last couple of years, encouraging the young generation to embrace analogue photography.”
Where and when will the centre open?
The FUJIFILM House of Photography is due to open on December 3, in Longacre, Covent Garden, London.
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