Fujifilm announces UK experiential flagship in London

Fujifilm has announced that it will be unveiling its first photography experience centre in London.

Building work is underway at a three-floor site at 8-9 Long Acre, a few doors down from the new Boots' wellness flagship store in Covent Garden.

The 7,520 sq ft permanent store will open in the winter and will encourage customers from professional photographers to hobbyists and scrapbookers to immerse themselves in photography. The store will offer different zones to allow visitors to explore its iconic range of cameras including X-Series, GFX and Instax, as well as learn about the best way to print photos.

“Fujifilm is passionate about the preservation of people’s memories and are committed to more than just keeping the spirit and culture of photography alive – we want it to thrive,” said Yoshitaka Nakamura, MD of Fujifim UK.

“This new experience centre, a Fujifilm first, will help us do just that, and I am proud that Fujifilm and photography will have a new home in London’s premier shopping, entertainment and cultural destination.”

The store will also feature a Wonder Photo Shop area which will focus on photo printing and gifting inspiration. Fujifilm has a number of dedicated Wonder Photo Shop stores across the world, and Essential Retail included its New York shop in a round-up of innovative store formats in NYC earlier this year. The experiential concept innovates the largely dull work of printing photos, helping the brand stay with the customer from the moment they purchase a camera all the way through to the final print.

The New York Wonder Photo Shop features digital printing kiosks blended with pop-colours, wooden fittings and comfortable sofas. Large digital screens demonstrate hero products such as the Instax camera, while customers can also book online to join workshops, such as introduction to film photography and scrapbooking, or more advanced classes on using your camera.

The Wonder Photo Shop concept has also been rolled out to a handful of Jessops stores up and down the UK, but has yet to have its own British flagship store.

Theo Georghiades, project leader of the Fujifilm Photography Experience Centre London, and GM of electronic imaging at Fujifilm UK, added: "From rewriting the rulebook on larger format cameras with the GFX100, to launching the smallest and most innovative instax instant camera to date – an incredibly exciting year for Fujifilm has just got even bigger.

“We have proven over decades that we are at the forefront of photographic technology, constantly evolving and innovating. Alongside this, our developments in paper and ink technology mean that we are unique in our abilities to bring images to life. Our new centre will put the customer at the heart of the experience as a place for everyone to completely immerse themselves in the world of photography, from picture taking to picture making.”