In pictures: Fujifilm unveils ‘world-first’ London flagship

Fujifilm’s new flagship store House of Photography is an experiential playground for photography fanatics, professionals and budding amateurs alike.

The three-floor store opened this month and displays Fujifilm’s full collection of cameras, lenses and Instax instant cameras.

The store gives shoppers the chance to try out different products in selfie pods, free-to-use photography studios and workshops.

The in-store print studio, accompanied by a creative zone with scrapbooking paraphernalia and a wall of frames, also demonstrates Fujifilm’s various capabilities.

The first floor is home to an open-plan collaboration space with a number of free-to-use social studios.

Featuring a gallery space launching with an exhibition of photographs of David Bowie by Markus Klinko, the floor is intended as a space to share ideas about photography, learn tips from the expert staff, and experiment with potential purchases.

Digital signage is featured inside and outside the store, with interactive screens providing details of in-store workshops and demonstrations, as well as a meet the team section.

Outside on the pavement, shoppers can also engage with the store, including watching a Google Walk-Through.

Theo Georghiades, Fujifilm House of Photography project leader, said: “As a world-first for Fujifilm, we are looking forward to providing a space for creative collaboration and photographic excellence that completely subverts the traditional approach to how consumers expect a photography store to look and feel.”

Luke Allum, creative director at Liberation Build, the company behind the design of the store, said “We challenged ourselves to create one of the most photographed stores in London. The House of Photography aims to amplify society’s love of photography via a wonderland of sensory photo opportunities.”