Fujifilm revamps U.K. House of Photography

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Fujifilm U.K. held a grand reopening of its House of Photography in London on May 31, 2024, also launching the ’Life As You See It’ photo contest with a FUJIFILM X100VI Limited Edition digital camera as the grand prize. The reopened retail space features  an extended gallery, print workshop, updated studio, bookshop and INSTAX Creator Cube.

The company said planned events include secret live music gigs, fitness classes, panel discussions, workshops with photography experts such as Capture One, and talks from high profile industry figures including Alan Law and York Place Studios. There will also be guided photo walks to capture London’s most picturesque landmarks, as well as lesser-known spots.

The FUJIFILM House of Photography, located at 8-9 Long Acre, Covent Garden, was the first store of its kind to be opened in the world, originally launching in 2019. The store hours are Monday – Wednesday: 11 am – 7 pm, Thursday – Saturday: 11 am – 8 pm, and Sunday: 12 pm – 6 pm.

“The return of our FUJIFILM House of Photography will provide an extensive and holistic experience, not just for photographers, but for creatives from all walks of life,” said Theo Georghiades, General Manager – Imaging Solutions, FUJIFILM UK. “As the go-to brand when it comes to picture taking and picture making, we have designed the store to be a destination where our team can discuss our customers’ full photographic needs from end to end.

“From live music gigs to panel talks and headshot services, our refreshed space will inspire and nurture the UK’s limitless passion for creativity, showcasing Fujifilm’s unwavering commitment to experiential retail and the creative community.”

The renovated space will include:

  • A redesigned print workshop
  • A FUJIFLM School learning space
  • An extended gallery space
  • Dedicated areas for the company’s professional GFX medium format system and X Series digital camera range
  • An updated photographic studio with professional headshot services for talent such as actors, models and dancers
  • An all-new bookshop offering key titles for photographers and creators
  • An INSTAX Creator Cube booth, for visitors to capture fun, infinity room-style content
  • Kit and product loans for photographers to try before they buy

Ahead of the FUJIFILM House of Photography’s reopening, Fujifilm is also calling on people across the UK to enter its ‘Life As You See It’ photo competition. The first prize will be a FUJIFILM X100VI Limited Edition digital camera worth £1,934. There are also prizes up to a value of £500 for the second and third-place winners. Budding creatives, amateur snappers, photography professionals, and everyone in between will be invited to submit up to five images that they feel capture ‘life as they see it’, from the beautiful and powerful to the mundane and trivial. The photos can represent almost anything: daily life, democracy, torn sweaters, boring Sundays, friends’ antics, raised eyebrows or just whatever has caught their eye – the beauty lies in that it is completely open to interpretation.

The competition is open for entries June 14, 2024. All three winners will have their photos exhibited in the FUJIFILM House of Photography gallery, as well as being featured in a new Fujifilm brand film. The brand film will premiere on 28 June at the FUJIFILM House of Photography, with the winners announced on the same day.