Fujifilm has expanded its European presence with the opening of two new House of Photography spaces this week, marking a significant investment in photography culture across the continent. The first location opened in Barcelona, Spain on November 5, followed by the second in Porto, Portugal on November 7.
The House of Photography concept represents Fujifilm's commitment to creating elegant, sophisticated, and accessible spaces where both photography professionals and enthusiasts can learn about and celebrate the art of photography. These venues are designed to transcend traditional retail experiences by fostering inspiration and photographic creativity.
The Barcelona location, strategically positioned in the heart of the city at Gran de Gràcia 1, features a thoughtfully organized layout with different areas inspired by Fujifilm's diverse product ranges. The space includes dedicated Instax and X Series areas, each designed to reflect the unique photographic experience offered by these product lines. The Instax area embodies a dynamic and fun atmosphere that mirrors the immediacy and spontaneous nature of instant photography, while the X Series section creates an environment where technology, style, and artistic work converge for photographers seeking to capture the world with artistic sensitivity.
Additionally, the Barcelona House of Photography features an exclusive and sophisticated area dedicated to Fujifilm's GFX series cameras, specifically designed to appeal to the discerning audience of medium format digital photography. The space also includes a gallery area that will host rotating exhibitions throughout the year, providing a platform for both established and emerging photographers.
The inaugural exhibition at the Barcelona location, running until December 12, showcases a compelling contrast between past and present photography of Barcelona. The exhibition features work from veteran photographer Pilar Aymerich, whose documentation of the city dates back to the 1970s and 1980s, displayed alongside contemporary photography by Toni Amengual. This juxtaposition offers visitors a unique perspective on how Barcelona has evolved through the lens of different generations of photographers.
Eduardo López, Director of Imaging and Recording Media at Fujifilm Spain, expressed his enthusiasm for the project, stating, "We are very proud to open the 2nd House of Photography in Europe. A project that transcends the commercial to become the home of inspiration and photographic creation, whose objective is to make photography the eighth art."
Meanwhile, Porto, Portugal welcomed the third European House of Photography location, which opened on the same day. The Porto space is located on Rua Sá da Bandeira and spans two floors with a total area of 220 square meters. This location promises to deliver a similar comprehensive experience to its Barcelona counterpart, offering exhibitions by both Portuguese and international artists, educational workshops, special events, and hands-on product experience areas.
The significant investment behind these ventures is evident in the Porto location's opening cost of approximately 500,000 euros, demonstrating Fujifilm's substantial commitment to establishing these cultural spaces. Both House of Photography locations also incorporate retail components, where visitors can purchase products bearing the House of Photography branding as well as various accessories for Fujifilm cameras.
These new openings represent Fujifilm's broader strategy to strengthen its presence in the European photography market while simultaneously contributing to the cultural landscape of photography education and appreciation. The company's approach goes beyond traditional product promotion, instead focusing on creating spaces that celebrate photography as an art form and provide valuable resources for the photography community.
