Fujifilm Australia has opened the Fujifilm House of Photography experience centre in Sydney’s CBD – the first of its kind in Australia and only the second experience centre globally, following the launch of the concept in the UK in 2019.

Designed as an interactive hub to inspire and encourage consumers to get hands-on with Fujifilm products and immerse themselves in photography, the centre provides access to an in-store studio, bespoke photo printing services and personalised consultations with Fujifilm experts.

The in-store studio is professionally set up with lights on boom stands for optimal lighting, product display stands and a tripod to try out cameras and lenses.

The printing and personalisation station features two photo printing kiosks with same-day printing and personalised products to order for delivery to the home.

The boutique, powered by GFX, offers photographers a premium sit-down, one-on-one consultation with a Fujifilm team member, giving them hands-on experience and the opportunity to learn more about the large format GFX system cameras and GF lenses. In addition, there will be a program of exclusive workshops and events.

Several interactive play tables showcase Fujifilm’s X Series including the compact APS-C range, FUJINON lenses and instax range. Art pieces in the centre of the tables provide consumers with a subject to test out cameras and lenses. An interactive lens selector helps consumers navigate the FUJINON lens range and select one that best fits their photography needs.

Consumers can try out different instax cameras, capturing selfies in the store to take with them, or print instant photos directly from their smartphone using an instax printer.