Fujifilm Australia has opened its new brand experience centre, Fujifilm House of Photography, in the heart of Sydney’s CBD. 

As the only Fujifilm House of Photography in Australia – and just one of three worldwide – the centre is an interactive hub aimed to inspire and encourage consumers to immerse themselves in the world of photography and experience what Fujifilm has to offer.

Fujifilm has invested in larger premises at 263 George Street to meet increasing footfall and consumer demand from the original Park Street location. Since opening in 2022, visitors have been able to explore, touch, trial and learn more about Fujifilm’s portfolio of products and services.

Speaking at the opening, Fujifilm Australia CEO, Ryuichi Matoba said, “Opening Australia’s flagship Fujifilm House of Photography in a new and improved location marks an exciting milestone for not only us, but also the creator community in Sydney.

“Witnessing the phenomenal response to our original brand experience centre underscores the desire for consumers to explore the world of photography and we’re delighted that this growth has led to the opening of a significantly larger interactive hub. We look forward to welcoming creatives to our new brand experience centre in Sydney and are excited to help capture their moments and imaginations, one frame at a time.”

Exclusive new offerings at George Street include a new hireable studio space, access to a dedicated print room and a community hub where creators can attend exclusive events and workshops with Fujifilm X-Photographers and influencers. 

The hireable studio space offers photographers the flexibility to hire a space by the hour (minimum two-hour hire). The studio is professionally set up, featuring the latest Fujifilm X Series and GFX System products also available for studio hire usage, premium strobe lighting solutions, product display stands and tripods. In addition, visitors can pay for a professional headshot taken in studio.

With the new dedicated print room, consumers are invited to explore the range of printing possibilities, including UV printer and photo gifting products. The printing and personalisation station features two photo printing kiosks with same-day printing and personalised products to order for delivery to home.

The dedicated events space and community hub hosts exclusive events, workshops, photowalks and collaborations with X-Photographers and influencers. The hub will also showcase new product launches, demonstrations and presentations.

Speaking about the brand experience centre, Fujifilm Australia general manager of electronic imaging and optical devices division, Shaun Mah said, “By investing in a bigger and better Fujifilm House of Photography, we’re investing in more than just a space, but the future of photography, videography, and content creation.

“Our aim is to reignite these passions as hobbies for the younger generation, getting them out and about and away from the screen to capture moments, and create memories. Creativity is not just our focus; it’s our key to unlocking the potential of tomorrow.”

Feature image: Fujifilm executives: Ryuichi Matoba, Masato Mark Yamamoto and Shaun Mah cut the ribbon to officially open the new experience centre.