Words —
Steve Huỳnh
Analoging is no longer a stranger to the younger generations and continues to grow in popularity for its enduring and intentional nature.
In response to the resurgence of film photography and the growing creative community surrounding it, Fujifilm recently opened its newest flagship House of Photography in Albany to contribute to Aotearoa’s photography scene and create a space where creatives can connect, collaborate, and exhibit their work.
The House of Photography is the first of its kind in New Zealand, a combined head office and showroom complex offering studio hire, retail, workshops and opportunities to partner and learn from local experts. More than $1 million was invested in this 1,100sqm building in order to deliver a unique experience for both professional and beginner photographers. It’s a reflection of Fujifilm’s commitment to the revival of creating, nurturing the next generation, and strengthening the Kiwi photography community.
Fujifilm’s vice president Masato Yamamoto expressed that Auckland was chosen as the home for House of Photography because of the local cultural scene and harmony amongst the existing community within the space.
Beyond Instax, the House of Photography features a curated collection of Fujifilm’s leading cameras, from the X Series and GFX mirrorless systems to classic film photography equipment – thoughtfully catering to photographers at every stage of their creative journey.
For beginners and aspiring creatives, the Fujifilm family offers both technical guidance and industry insight, creating an approachable environment for learning and experimentation. More than just a retail space, the House of Photography opens up conversation and community, reminding creatives that they are not alone on their artistic path.
Like many artistic professions, life as a photographer is not always sustainable. Many young creatives are often underpaid and overworked in exchange for little besides experience and exposure. The House of Photography is more than just a creative hub; it becomes a place for artists to share the joy, the hardship, and the vision of those who tell stories through visual art. For what it’s worth, Fujifilm embraces slow living with intention and mindfulness. Not just a trend, but a mindset.
House of Photography, 2C William Pickering Drive, Rosedale
