Rise & Shine launches Fujifilm’s global experience-led retail concept in New Zealand

Independent agency Rise & Shine has been appointed to launch Fujifilm New Zealand’s highly anticipated House of Photography in Auckland, bringing the brand’s global experiential retail concept to Aotearoa for the first time.

Opening on 7 May, the Auckland site is the largest House of Photography in the Southern Hemisphere and the second largest in the world, marking a significant investment from Fujifilm in the local market.

Originally launched in London’s Covent Garden, the House of Photography has since rolled out across key international cities including Hong Kong, Seoul, Barcelona and Sydney. The concept reimagines traditional retail as a hybrid space, combining technology, creativity and community under one roof.

Rise & Shine has been engaged to drive launch strategy and communications, positioning the space as a destination for content creation, storytelling and hands-on engagement.

Designed as more than a store, the House of Photography is a fully immersive creative hub, where visitors can test Fujifilm’s latest imaging technology, from INSTAX to X Series and GFX, alongside accessing professional services including printing, film development and studio hire. The space also features workshop areas for public sessions and a rotating gallery programme showcasing local photographers.

The launch taps into the shift towards experience-led retail, where brands are prioritising participation over transaction.

As a result, physical spaces are increasingly doubling as content engines, enabling consumers to create, share and engage in real time.

Fujifilm’s General Manager of Imaging Solutions New Zealand, Peter Bonisch, says the project represents a unique opportunity to bring a globally proven concept to a local audience in a way that resonates culturally: “This is about creating a space where technology and creativity meet. It’s not just about selling cameras, it’s about giving people a place to experiment, learn and create, whether they’re professionals, enthusiasts or memory makers.”

The House of Photography will be open to the public from 8 May at Fujifilm New Zealand’s headquarters at 2C William Pickering Drive, Rosedale, Auckland.

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