Harvey Norman is the first retail partner for the Fujifilm Australia Wonder Photo Shop concept, one of the highlights at the recent The Digital Show in Melbourne. However, the Wonder Photo Shops concept won’t be exclusive to Harvey Norman with Fujifilm COO Dave Marshall telling the media, “You can expect to see it in many stores including independents over the coming months.”


The Harvey Norman flagship store in Auburn, NSW rolled out the first store-in-store concept this week, making over its insitu Photo Centre department by fitting it out with wooden bookshelves and vintage inspired craft tables. It’s this artisanal fitout style which has made the Wonder Shop concept extremely popular for the company in Japan.

Marshall explained that the concept of part store, part print centre and part workshop environment specifically targeted millennials.

‘Each shop includes a Wonder Print Station where customers can connect their phone to a kiosk (or insert a memory card) enabling them to print photos instantly using a choice of different templates. Alternatively, photos can be printed via an App once downloaded onto a smartphone.

‘In addition to photo paper, customers will be able to print on various materials such as glass, metal, canvas and stickers.

‘With casual tables set up in-store, friends are able to enjoy a social vibe where they can create their own personalised scrapbooking projects and albums. Instax products and accessories will also be available.

To promote the Wonder Photo Shop, Harvey Norman will be offering customers an Instax bundle, featuring the Instax mini 8 in mint with matching sling camera backpack, magnetic frames and a mini decoration set.