Peak Design and Fujifilm launch FIELD LAB activation at Peak Design’s New York City store

Peak Design announced FIELD LAB, a collaboration with Fujifilm at Peak Design’s New York City retail location (241 Lafayette St. New York, NY 10012). FIELD LAB is an immersive, community-forward product experience designed to bring photographers closer to their gear, and to each other, the company said in a press release. FIELD LAB transforms Peak Design’s New York City retail space offering customers the ability to demo Fujifilm’s latest cameras and pair them with Peak Design’s signature straps and bags. The activation runs through the end of 2025.

“We’ve always believed the best gear is the gear you can touch, try, and trust,” says Peak Design CEO and founder Peter Dering. “Partnering with Fujifilm on FIELD LAB makes this vision even more meaningful and turns the retail experience into a playground where creativity and connection come first.”

To help customers make informed decisions, each Fujifilm camera on display features a QR code linking to an online product hub, while a co-branded Peak Design x Fujifilm microsite offers up-to-date info on in-store events, cleaning days, and rep availability. Beyond camera gear, FIELD LAB is a meeting place for NYC’s creative community. Throughout the fall and winter, Peak Design and Fujifilm will host ongoing events, including artist meetups and networking mixers to print swaps and workshops—inviting creators to connect and share their visual storytelling journeys.

“After nearly a decade of working with Peak Design in the U.S., we saw an opportunity to deepen our partnership,” said Victor Ha, Vice President, Electronic Imaging and Optical Devices Divisions, FUJIFILM North America Corporation. “Our audiences share a love for gathering in spaces that blend adventure and creative freedom. The Field Lab is our way of bringing this simple concept to life and we are very excited to see how we can continue to expand and shape it as we move forward.”