Primark and Fujifilm have declared a strategic alliance, marked by a novel ‘Photo by Fujifilm’ concession at Primark’s flagship Manchester Market Street location.
This marks a milestone for Primark patrons, who can now acquire a diverse range of Fujifilm merchandise directly within the store. The product lineup includes INSTAX Square, INSTAX Mini, INSTAX Wide, as well as photo film, frames, and supplementary accessories.
Situated on the first level of the store, the concession is equipped with three INSTAX booths and four instant print kiosks, each adorned with vibrant and inviting aesthetics to stimulate top-notch instant photography. A subsequent concession is slated to open in Primark’s Birmingham outlet in the early months of 2024.
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The grand unveiling was spearheaded by Drag Race UK celebrity and Manchester native, Cheddar Gorgeous. The star showcased a one-of-a-kind outfit composed of INSTAX prints, which was conceptualized in collaboration with local fashion designer and artist, Mariusz Malon. The ensemble features a captivating visual of Cheddar’s eye, arranged in a colour gradient, adding a theatrical flair to the garment.
Tim Kelly, Director of New Business Development at Primark, expressed his enthusiasm, stating, “I am thrilled to announce our new partnership with Fujifilm, launching the first ever Photo by Fujifilm concession in our Manchester store. At Primark, we are committed to offering a truly unique and unforgettable shopping experience and this new concession is sure to excite our customers and offer a memorable way to capture their cherished moments, with a wide range of Fujifilm INSTAX products available to purchase in store. We’re excited for the future of this partnership as we prepare to roll out the concession to our Birmingham store next year.”
Echoing this sentiment, Theo Georghiades, General Manager at Fujifilm UK, remarked, “We recognise that shopping is more than scanning the clothes rails. Hitting the high street is a shared experience, a day out enjoyed with friends and family, where memories are made. Our partnership with Primark ties these two past times together, capturing the moment through instant photography. We’re thrilled to see the concept come to life and welcome the people of Manchester to test it out.”
The ‘Photo by Fujifilm x Primark’ concession officially opened its doors on Wednesday, 1st November, aiming to elevate the retail experience by integrating the joy of instant photography. The concession remains accessible throughout the store’s operational hours.
Cheddar Gorgeous’ Fujifilm INSTAX creation will be exhibited on the first floor of the Primark Manchester Market Street store from Thursday, 1st November until Sunday, 5th November. An INSTAX Van pop-up kitchen will be stationed outside the store, distributing complimentary INSTAX prints and other treats to passersby from the 1st to the 5th of November.
