Australia's first Fujifilm House of Photography concept store opens for business

Fujifilm House of Photography concept story in Sydney
(Image credit: Fujifilm)

A new photographic experience has arrived in Australia.

A few weeks ago, Fujifilm Australia announced that it was opening its first brick-and-mortar store in the heart of Sydney's CBD. That day has arrived, with Australia's first Fujifilm House of Photography now open for business at 2 Park Street.

It takes its inspiration from the success of the first ever Fujifilm House of Photography in London that opened in 2019, and is far more than just a store that sells all of the brand's cameras and lenses.

Fujifilm is calling it an "experience centre" to help "inspire and encourage consumers to immerse themselves in the world of photography". 

Fujifilm fans looking to upgrade or first-timers looking to start their photography journey can try out the different cameras and lenses – from Instax to X-series to GFX – before making a purchase decision. All products will be showcased in what Fujifilm is calling Play Tables. These will also display artwork that can be used as test subjects – and selfies are encouraged. 

Fujifilm House of Photography concept story in Sydney

(Image credit: Fujifilm)

For more expansive testing, the store features a dedicated shooting space called The Studio, a professionally set up area featuring lights and a tripod for anyone to trial the X-series cameras as well as medium format GFX bodies.

If you need advice, an "X-Pert" team will be on hand to offer you one-on-one sessions in what Fujifilm is calling The Boutique.

There's also a corner dedicated to printing facilities for you to get your images professionally done, with personalisation options to choose from.

Fujifilm House of Photography concept story in Sydney

(Image credit: Fujifilm)

As Fujifilm Australia CEO Tyler Yanase put it at the time of the initial announcement in June, "The Fujifilm House of Photography was launched to elevate a photographer’s experience with the Fujifilm brand, acting as a hub for them to explore, touch, trial and learn more about our portfolio of products and services through interactive play tables and spending quality time with a Fujifilm X-Pert, making it a must-visit for all photography enthusiasts."

While the London store also has a gallery space, the Sydney House of Photography misses out. However, you'll find instant prints stuck around the store and plenty to get inspiration from.

Fujifilm House of Photography concept story in Sydney

(Image credit: Fujifilm)

Despite being a smaller version of the London House of Photography (which is spread across two or three floors), the new Fujifilm concept store in Sydney is an exciting space for Fujifilm fans or anyone interested in photography, whether you're a Sydneysider or just visiting.

As mentioned at the start, you'll be able to find the new Fujifilm House of Photography at 2 Park Street, Sydney NSW 2000.

Read more:

Best Fujifilm cameras
Best Fujifilm lenses
Best medium format cameras
Best instant cameras

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Sharmishta Sarkar
Managing Editor (APAC)

In addition to looking after they day-to-day functioning of Digital Camera World in Australia, Sharmishta is the Managing Editor (APAC) for TechRadar as well, and helps produce two of Future's photography print magazines Down Under. Her passion for photography started when she was wandering the wilds of India studying monkeys (yes, life took a sharp turn somewhere along the way) and is entirely self-taught. That puts her in the unique position of understanding what a beginner or enthusiast is looking for in a camera or lens, and writes to help those like her on their path to developing their skills or finding the best gear. While she experiments with quite a few genres of photography, her main area of interest is nature photography – wildlife, landscapes and macro. She still prefers an optical viewfinder but is utterly fascinated with what mirrorless technology has been able to achieve. 

With an ear to the ground in the Asia-Pacific territory, she is constantly on top of camera news and breaking developments in the Australian region, in addition to sourcing local deals during big retail events like Amazon Prime Day and Black Friday / Cyber Monday. 

She’s also a skilled stargazer, always eager to share astrophotography tips such as photographing the blood moon without even using a tripod!