Intro

Just last week, two days before the start of my October 2024 London Photography Workshop, I finally had the chance to visit the Fujifilm House of Photography in London.

Located in Covent Garden, one of my favorite areas in the city, this three-story space is a photographer’s paradise—whether you’re a professional or simply passionate about the craft, regardless of the camera brand you use.

As you may know, I’ve been a global ambassador for Tokina lenses since 2017 and exclusively use their lenses.
However, in terms of cameras for the past two years, I’ve been shooting with the Fujifilm X-H2s, so visiting this iconic space was a must for me. While I had heard a lot about it, seeing it in person was a completely different experience.

Ground Floor

Upon entering, I was warmly welcomed by the friendly staff. The store itself immediately impressed me with its minimalist yet inviting design, paired with a sense of warmth that made the experience even better.

The ground floor is dedicated to Fujifilm’s latest gear, showcasing everything from their X-Series cameras to their Instax film cameras. Everything is thoughtfully laid out, inviting you to pick up and try the cameras—a feature I always appreciate as a photographer.

Toward the back of the ground floor, there’s a section with all available models for testing, along with a dedicated area for their lenses where you can feel the weight and quality of each one—a real treat for gear enthusiasts.

Naturally, I couldn’t pass up the opportunity to test some of the Cinema Line Fujifilm lenses. There’s also a section where you can purchase Fuji films, like Across and Velvia, along with accessories and gift ideas.

Top Floor

The top floor offers a beautifully curated space showcasing work from photographers who use Fujifilm gear, demonstrating the impressive print quality their technology can achieve. I spent quite a bit of time in this exhibition, admiring the wide range of styles and stories captured in each image. Seeing these prints in large format truly brings the work to life and serves as a powerful reminder of the enduring importance of physical prints in today’s digital world.

There’s also a small gallery shop offering photography books for sale, along with a small sitting area, adding to the floor’s charm.

In addition to exhibitions, the top floor hosts various events and workshops, creating a dynamic environment for photographers of all levels to come together, learn, and share their work.

Sub-Level Floor

Finally, on the sub-level floor, things get even more exciting. As you descend the beautifully lit wooden stairs, you are greeted by a space dedicated to the GFX line.

Here, you can see first hand and test all available camera models and lenses.

Except the Service Center, there’s also a Studio area where customers can book time to test cameras in a real-world setting. Whether you’re a portrait photographer looking to experiment with lighting or a street photographer wanting to test out a new lens before purchasing, the House of Photography provides the perfect opportunity to do so.

Outro

Throughout my visit, I captured a few shots inside the store to document the experience. From the sleek product displays to the interactive areas where you can test the gear, there was so much to absorb. Fujifilm has done an outstanding job of creating a space that feels alive with creativity.

What truly stood out to me, though, is that this place is much more than just a store. It’s a community hub. Whether you’re visiting London or you live nearby, I highly recommend stopping by the Fujifilm House of Photography. It’s not just a store—it’s a celebration of photography in all its forms. Whether you’re looking for the latest gear, seeking inspiration, or wanting to connect with fellow photographers, this is the place to be. And if you’re like me, you’ll leave not only with a few new photos but with a refreshed sense of creativity