Recalibrating Fujifilm's House of Photography store

When the marketing team at Fujifilm UK planned to open its groundbreaking House of Photography in London three years ago, they came to BRIGHT to devise initial concepts that would deliver an immersive customer experience. We were heavily involved in the store layout, customer interaction points, a store app and website that collectively delivered an in-store and online experience like no other.

The pandemic redefined how the House of Photography needed to operate, so Fujifilm came back, asking us to recalibrate the store in the face of these new challenges. An unforgettable experience was still essential, but it needed to be one that also understood how customers and the retail environment had changed.

Client

Fujifilm USA

Services

Content

Web & App Development

Design

The brief

Improve the layout and customer offerings within the FUJIFILM House of Photography, to help deliver a fantastic experience – reflecting both changes in consumer behaviour, and the needs of a modern retail environment.

What we did

We looked at the House of Photography afresh, implementing our knowledge of the store’s target customers, ensuring that all brands within the Fujifilm portfolio were represented. After store trips and consultation with key staff members, we presented a three-phase strategy that maximises the store’s prime location, ensuring it stays relevant to the modern consumer.

The outcome

To date, phase one of the strategy has been implemented. The removal of underused areas of the store, a rearrangement of the popular sections, and a brand update incorporating new-look fonts, colour scheme, app and in-store signage.

BRIGHT is a one-stop shop for all things creative and digital. Working with them makes our life easier.

Andreas Georghiades, group marketing manager, Fujifilm UK

The FEED team are very easy to work with and understand our vision. FEED has this unique, creative look and approach to content, that’s necessary to make an impact on the transforming media market today. Its model brings value to the way we work.

Barbara Rosseel – strategic marketing lead, Sony Europe

Photography News is such an innovative idea, and thanks to a veteran of the industry like Will Cheung, with his vast experience, it has become a successful, popular publication for photographers – amateur and professional alike.

Becky Danese, general manager, Grays of Westminster

The Cambridge Education Guide continues to be the ‘go to’ reference point for any prospective parent serious about private education in this area. The team at BRIGHT do a superb job creating, presenting and distributing a high-profile, quality magazine in a digestible way – while maintaining quality of content throughout. As a client, we’ve been working with them for a number of years, and are constantly impressed with what they produce for all schools, every single time!

Simon Blake, head of marketing, King’s Ely

Bright are such a friendly, flexible and professional company to work with. They are always on hand to deal with all of my requests and requirements whether it be for point of sale materials, new promotional assets or any other creative artworks. I always trust them to deliver the required results on time and to the highest standard.

Terry Hall, senior retail marketing specialist - imaging solutions, Fujifilm UK

BRIGHT is a one-stop shop for all things creative and digital. Working with them makes our life easier.

Andreas Georghiades, group marketing manager, Fujifilm UK

Barbara Rosseel – strategic marketing lead, Sony Europe