Sony: A more conscious future
Case Study: Shaping the future of retail
Fujifilm
Creating Experiences & Discovery
Fujifilm
Creating Experiences & Discovery
- Client
- Fujifilm Instax
- Campaign
- Photo by Fujifilm at Primark
- Location
- Primark
- Project
- Retail Shop-in-Shop
In a world where online shopping has reshaped consumer habits, physical stores have an opportunity to reignite a sense of wonder and discovery.
Motivated by the desire to create joyful, immersive experiences that tap into our childlike curiosity and intuitive need to touch and play, brands are reimagining traditional retail formats. Fujifilm embraced this vision by partnering with ISI Global to transform Photo by Fujifilm at Primark Manchester into a creative and nostalgic journey, turning an ordinary shopping trip into an extraordinary moment of escapism.
The Background
Fujifilm’s vision was to connect with customers on a deeper level, celebrating the tangible, personal nature of photography.
ISI Global was tasked with capturing the brand’s spirit by developing a visually immersive space where visitors could experience the excitement of instant photography firsthand. Located on the first floor of Primark Manchester, the Photo by Fujifilm section needed to evoke a sense of playful exploration while showcasing Fujifilm’s Instax products in a way that felt engaging and authentic.
To bring this vision to life, ISI Global crafted an experience that would feel like an adventure into the world of photography, offering both interactivity and aesthetic appeal. This approach reflects the evolving role of brick-and-mortar retail, where shopping becomes an engaging experience that entices visitors to connect with products in a hands-on, memorable way.
Implementation
The experience begins with three visually striking PODs, each inspired by Fujifilm's iconic Instax mini, square, and wide print formats.
These installations are the heart of the Photo by Fujifilm area, creatively designed to mirror the shapes and sizes of Instax prints, helping shoppers understand the unique formats. With colour-themed props and vibrant neon lighting, each pod creates an immersive, theatrical atmosphere that draws shoppers into the world of Instax—sparking curiosity and encouraging them to capture and share their own ‘Instax moments’ against these vibrant backdrops.
At the centre of the installation is the Camera Bar, a purpose-built hub showcasing the full range of Instax cameras and printers. Visitors can test cameras, print photos, and explore accessories, transforming the shopping experience into an interactive playground. The layout allows customers to move seamlessly between experimenting, browsing, and purchasing, making the journey intuitive and engaging.
A key aspect of the Photo by Fujifilm experience is its instant-print capability. Four digital booths provide a fun way to print photos on the spot, turning digital snapshots into physical keepsakes. Each booth offers photo frames, allowing customers to enhance their printed memories and leave with a tangible reminder of their visit, underscoring Fujifilm’s dedication to preserving moments.
Throughout the design, ISI Global focused on sustainability by creating a modular setup that can be adapted for future updates or product launches. This flexible approach aligns with Fujifilm’s vision, ensuring that the space remains fresh and engaging while reducing the need for complete redesigns, reinforcing a responsible approach to modern retail.
Conclusions
The Photo by Fujifilm experience at Primark exemplifies how a well-designed retail space can transform routine shopping into an unforgettable journey of creativity and connection.
By fusing playfulness with intuitive engagement, ISI Global has crafted a space that invites visitors to explore, capture, and share their memories in real-time. This innovative approach, which has already led to successful rollouts in Birmingham and other key locations, reflects the power of retail spaces to become destinations in their own right.