FUJIFILM Australia is celebrating the grand opening of its brand experience centre, Fujifilm House of Photography, with a new location 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, from photo taking to photo making.

Celebrating the opening with an official ribbon cutting ceremony, Fujifilm has invested in a larger premises at 263 George Street to meet increasing footfall and consumer demand experienced at the original Park Street location.     

Since opening in 2022, Sydneysiders and creators alike have been able to explore, touch, trial and learn more about Fujifilm’s portfolio of products and services in the aim of sparking inspiration. 

Speaking at the grand opening, Ryuichi Matoba, CEO of FUJIFILM Australia, 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 soon - and are excited to help capture their moments and imaginations, one frame at a time.”

Located in the buzzing Sydney Central Business District (CBD), the new Fujifilm House of Photography location offers both professional and enthusiasts’ creators the opportunity to immerse themselves in the world of photography through a number of unique product and service offerings. 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. 

NEW: Studio Hire

An all-new hireable studio space, complete with corner cyclorama for seamless backgrounds, offering photographers the flexibility to hire a space within Sydney’s CBD by the hour (minimum two (2) 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, allowing consumers to try out Fujifilm cameras and FUJINON lenses in a studio environment.

The space is suitable for most types of photography including but not limited to fashion, portraiture, product, still life and videography. Don't forget to ask us about our exclusive student discounts.

As an additional offering, consumers can now visit the Fujifilm House of Photography and for a fee, get their own professional headshot taken in studio, helping to improve their online presence or freshen up their professional profiles. Full details about this offering will be available in store. 

NEW: Dedicated Print Room

To celebrate and showcase all aspects of Fujifilm’s innovative photography and imaging products and services, the new Fujifilm House of Photography includes a new dedicated print room. Consumers are invited to explore the wide 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 an extensive range of personalised products to order for delivery to home. Whether it is on lustre paper, in a photo book or on a mug, consumers will have the opportunity to preserve their memories in a creative and premium format.

NEW: Events Space & Community Hub

The new brand experience centre features a dedicated events space and community hub where consumers can attend exclusive events, workshops, photowalks and collaborations with X-Photographers and influencers, for enthusiasts to learn and explore the world of photography. The hub will also showcase new product launches, demonstrations, and presentations.

Speaking about the brand experience centre, Shaun Mah, General Manager, Electronic Imaging & Optical Devices Division at FUJIFILM Australia, 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."

Consumers can visit the new Fujifilm House of Photography from today, conveniently located close to Wynyard Station, at 263 George St, Sydney NSW 2000.

Fujifilm House of Photography opening hours;

• Monday – Wednesday 10am – 6pm

• Thursday 10am – 9pm

• Friday 10am – 6pm

• Saturday 10am – 6pm

• Sunday 10am – 5pm

Full list of services at Sydney’s new Fujifilm House of Photography:

Hands-on experience with the latest Fujifilm products 

The Fujifilm House of Photography features several interactive play tables showcasing Fujifilm’s latest product ranges. With advice and support from the on-hand Fujifilm experts, consumers are invited to explore the full range of Fujifilm products, including Fujifilm X Series and INSTAX. Play tables are complemented by centrepieces and have been designed to provide consumers with a subject to test out cameras and lenses. The Fujifilm X Series centrepiece has been refreshed, featuring a motorised amusement park for photographers to use as an eye-catching and interesting subject and experience. 

INSTAX consumers will be able to try out different INSTAX cameras and have the opportunity to print instant photos directly from their smartphone using a range of INSTAX printers available on the play table.

Complementing their Photography product range, Fujifilm House of Photography will also showcase their high-end FUJINON Binoculars range, admired for their exceptional optical performance, rugged durability, and best-in-class image stabilisation technology. Showcasing a variety of FUJINON models suitable for different life experiences whether you are into bird watching, landscape or sailing adventures.

NEW: Studio Hire

An all-new hireable studio space, complete with corner cyclorama for seamless backgrounds, offering photographers the flexibility to hire a space within Sydney’s CBD by the hour (minimum two (2) 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, allowing consumers to try out Fujifilm cameras and FUJINON lenses in a studio environment. The space is suitable for most types of photography including but not limited to fashion, portraiture, product, still life and videography. Don't forget to ask us about our exclusive student discounts.

As an additional offering, consumers can now visit the Fujifilm House of Photography to and for a fee, get their own professional headshot taken in studio, helping to improve their online presence or freshen up their professional profiles.  Full details about this offering will be available in store.

NEW: Dedicated Print Room

To celebrate and showcase all aspects of Fujifilm’s innovative photography and imaging products and services, the new Fujifilm House of Photography includes a new dedicated print room. Consumers are invited to explore the wide 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 an extensive range of personalised products to order for delivery to home. Whether it is on lustre paper, in a photo book or on a mug, consumers will have the opportunity to preserve their memories in a creative and premium format.

NEW: Events Space & Community Hub

The new brand experience centre features a dedicated events space and community hub where consumers can attend exclusive events, workshops, photowalks and collaborations with X-Photographers and influencers, for enthusiasts to learn and explore the world of photography. The hub will also showcase new product launches, demonstrations and presentations in years to come. 

The Boutique, powered by GFX

The Boutique, powered by GFX, offers seasoned photographers a premium sit-down, one-on-one personalised consultation with a Fujifilm expert team member, giving them hands-on experience and the opportunity to talk about all things related to the Fujifilm GFX System. This hub focuses on the experiences of photo taking to photo making and offers informative white glove service demonstrations and showcases the GFX System’s 102MP image quality demonstrated through prints.

Convenient service drop off and pick up

Alongside these exciting product and service offerings, the brand experience centre will also continue to provide a convenient drop off and pick up location for photographers’ X Series, GFX and FUJINON product servicing at our convenient Sydney CBD location. 

About FUJIFILM Australia

FUJIFILM Australia Pty Ltd is one of the major operating companies of FUJIFILM Holdings Corporation. It brings cutting edge solutions to a broad range of global industries, spanning a diversified range of product segments based on a portfolio of chemical, mechanical, optical, electronic, and imaging technologies.

Since 1934, Fujifilm has leveraged its depth of expertise, combining this with its relentless pursuit of innovation to create new proprietary technologies, products and services that inspire and excite people. Fujifilm aims to address the true needs of its customers, helping to enhance the quality of life of people worldwide.

For more information, please visit fujifilm.com/au