Fujifilm Pop-up Highlights the ‘Soul’ of Image-Taking
Fujifilm is a classic image taker’s brand that has managed to stay relevant beyond film with cutting-edge products like instant cameras and share printers. To drive that message home, reposition itself within the U.S. market and inspire shutterbugs, Fujifilm created Wonder Photo Shop. The brick and mortar retail environment in New York City’s highly photographed Flatiron District offered cameras, printmaking, framing and do-it-yourself creations.
The 2,200-square-foot shop was all about engaging consumers beyond a smartphone screen to help them rediscover the “soul” of image-taking. The store sparked creativity at every corner from the interactive photo frame in the store window (way to make use of every inch of space, Fujifilm) to the interchangeable photo chandelier to the apothecary station with a Nespresso coffee bar and gallery wall. There were tactile design elements with shareable appeal like wood, iron, three chalk walls and a 10-foot faux succulent wall. The space also offered merchandise like antiques, locally sourced items and crafts.
Fujifilm supported the shop’s six-month stay by targeting millennials and Gen X with Wonder Photo Shop accounts on Facebook, Instagram and a website that let consumers preview the store, sign up for workshops, peruse merchandise and more. The digital push included a couple simple yet effective digital features, including a time-lapse of the 74-day store build posted on the Wonder Shop website and social media, and a Google Street View virtual tour of the completed space for the site. There were launch parties, media events and influencer outreach programs, to boot. Fujifilm leveraged the budding built-for-Instagram pop-up trend with this frame-worthy experience that naturally combined analogue experiences with digital ones. Say cheese.