Fujifilm brings House of Photography pop-up to Melbourne

Fujifilm is bringing its House of Photography concept to Melbourne for the first time, with a three-week pop-up at Chadstone Shopping Centre.

The space will run from 3-22 March 2026 on the centre's lower ground level, in front of David Jones. Fujifilm describes the format as an interactive retail and experience venue focused on its cameras, lenses, instax products and printing.

The Melbourne opening follows Fujifilm's established Sydney site, which the company describes as a flagship that has attracted photographers, videographers and content creators.

Hands-on space

At Chadstone, visitors will be able to handle and trial products across Fujifilm's X Series and GFX Series camera lines, along with FUJINON XF and GF lenses and instax devices.

A dedicated print bar will offer on-site printing services. The pop-up will also include interactive play tables showcasing product ranges, and a film simulation wall presenting a range of Fujifilm looks.

Fujifilm is framing the experience around a "photo taking to photo making" theme, and also describes the on-site journey as "content taking to content making".

The pop-up will follow Chadstone's extended trading hours: 9:00am-5:30pm Monday to Wednesday, 9:00am-9:00pm Thursday to Saturday, and 10:00am-7:00pm Sunday.

Fashion sessions

Alongside retail and demonstrations, Fujifilm will run a one-day fashion photography experience on Saturday 14 March. The 'Shoot Your Style' sessions will be led by Melbourne fashion photographer Danielle Castano.

The sessions will take place in a photo booth featuring illustrations by fashion illustrator Megan Hess. They will be complimentary, bookable, and limited, with places allocated on a first-come, first-served basis.

Participants will attend in pairs and receive guidance on angles, lighting, framing, composition and film simulation selection. They will also receive printed and digital copies of their images.

Creator push

The Melbourne activation also ties into a wider calendar of creator-focused activity. Fujifilm's Creator Summit: Powered by Fujifilm X | GFX will come to Melbourne for the first time in May 2026.

As part of the Chadstone pop-up, visitors who share their experience on Instagram will be eligible for rewards. The first prize includes a $1,500 Fujifilm House of Photography gift card and two tickets to the Creator Summit.

Experiential retail has become a more visible feature of consumer technology marketing, as brands look for spaces where customers can spend time with products and receive in-person guidance. Camera makers also face a market shaped by smartphones and social platforms, with many buyers weighing traditional camera systems against multi-lens handsets and app-based editing workflows.

Shaun Mah, General Manager, Electronic Imaging & Optical Devices Divisions at Fujifilm Australia, said the Sydney site showed demand for physical spaces where creators can spend time with imaging products.

"Fujifilm House of Photography in Sydney showed us how engaging a physical space dedicated to creativity can be. The response from photographers, videographers, and content creators has exceeded our expectations. Melbourne is one of Australia's most influential creative hubs, home to a vibrant creative community. Bringing our Fujifilm House of Photography brand experience to Melbourne is our way of meeting creators where they are - celebrating how they see the world, create and tell their stories," Mah said.

Mah said the Chadstone site is designed for a range of visitors, from those wanting to try shooting and printing to those browsing for inspiration.

"Whether you're shooting, creating, printing, or just looking for a new perspective, this space is for you, covering everything from content taking to content making," Mah said.

Castano said the one-day programme will focus on translating personal style into images and sharing practical shooting tips.

"I'm so excited to be partnering with Fujifilm on 'Shoot Your Style'. Photographing style is one of my favourite things to do, and I'm keen to share my tips and help people learn to capture their own unique style with Fujifilm cameras. These sessions are about helping people translate their fashion identity into images that feel confident, intentional and true to them," Castano said.

Fujifilm said the Chadstone pop-up is part of a plan to expand the House of Photography format into what it describes as key creative communities in Australia, with Melbourne the next stop after Sydney.