House of Photography in Metaverse

Fujifilm X100VI Silver and Black:
B&H Photo / Moment / Adorama / Amazon (Silver : Black)

A web metaverse for photography enthusiasts with a digital camera showroom, interaction space, etc.

“House of Photography in Metaverse” opened

Realize direct communication with users

Fujifilm Corporation (Headquarters: Minato-ku, Tokyo, President and CEO: Teiichi Goto) will launch “House of Photography in Metaverse (hereinafter referred to as HoP in Metaverse)”, a web metaverse for photography enthusiasts *1 , in February 2024. It will be released to the public in Japan from the 22nd.

“HoP in Metaverse” is a new style of communication space that more directly connects photography enthusiasts and our company, with a digital camera showroom, gallery, and space where users can interact with each other. In the future, we will realize direct communication with users through “HoP in Metaverse.” This is the first time that our company has released a web metaverse for photography enthusiasts.

Currently, our company operates directly-managed photo shops around the world, “House of Photography” (locations: London and Sydney) and “Wonder Photo Shop” (locations: Omotesando, Barcelona, ​​etc.), as a place for communication with users, and digital camera stores. We provide imaging-related products and services such as the “X/GFX series” and INSTAX “Instax”. This time, we have developed “HoP in Metaverse” using Web Metaverse technology to provide services equivalent to directly operated photo shops to as many users as possible, regardless of distance or time constraints.

“HoP in Metaverse” is a metaverse space with a total of 5 rooms: 1) entrance hall, 2) X/GFX showroom, 3) gallery, 4) community area, and 5) arena. As an avatar, users can obtain information on imaging-related products and services and participate in events such as photo seminars, new product launches, and online photo exhibitions. Furthermore, you can enjoy two-way communication, such as conversations between users and product-related consultations with the knowledgeable avatar concierge *2. By registering for our free membership service “FUJIFILM Members” and logging into “HoP in Metaverse,” users can use the services provided in each room and even have voice conversations.

*1 A highly versatile metaverse that can be viewed through a web browser. It can be accessed from a regular PC without using special equipment such as VR goggles.
*2 Concierge service business hours are 10:00-19:00, excluding year-end and New Year holidays and specific days.


1. Name
Fujifilm User Communication Web Metaverse
“House of Photography in Metaverse”
(Scheduled to be released at 10:00 on February 22, 2024)

2. Recommended device/browser: Computer
Windows: Google Chrome®/Microsoft Edge
Mac: Google Chrome®/Safari

Although it is possible to enter the room using a smartphone or tablet, there will be differences in whether or not you can enter the room and how it will operate within the Metaverse depending on the communication environment and specifications of each device. In order to enjoy the session comfortably, we recommend that you enter the room from a computer in a stable communication environment.

3. Features of “House of Photography in Metaverse” (details of each room)

①Entrance hall

  • This is the entrance to “HoP in Metaverse” with a “warp gate” that leads to all rooms. After entering the room, the user selects an avatar and moves to each room.
  • We have installed an avatar operation explanation panel, information bulletin board for various events, and a large monitor. Users can obtain various information about products and various activities organized by us.
  • We have a virtual showroom that links directly to our EC site “Prints & Gifts” dedicated to print-related products and the official INSTAX website. Users can smoothly purchase various print-related products and services as well as INSTAX products online.
Entrance hall panoramic view

Entrance hall panoramic view

②X/GFX showroom

  • A virtual showroom where you can get a variety of knowledge and information about our digital cameras “X/GFX series”. Avatar concierges are always on hand to assist with product repairs and purchase consultations free of charge.
  • For those who want to understand cameras and lenses more deeply, we also have an online consultation function that requires reservations. You can also communicate directly with our staff using a dedicated online conferencing tool.


  • We have set up two types of online galleries where you can view works mainly taken with our digital cameras in high quality data. There is the “Classic Gallery,” which has high-quality lighting similar to a real gallery, and the “Panorama Gallery,” which uses an exhibition method unique to the Metaverse, where works of various sizes are randomly floating in an outdoor space.
  • We plan to collaborate with Fuji Photo Salon, which is operated by our company. Even if you live far away and are unable to attend the actual photo exhibition, you can still view the works.

④Community area

  • This is an area where users can freely converse with each other and various “communities” run by photographers and our staff as facilitators are held.
  • There are multiple corners that can be used depending on the purpose, such as a “bar counter” that is perfect for gathering with a large group of friends, a “booth” for talking with a small group of friends, and a “lounge” that holds a reservation-only community. preparation. Additionally, we have set up a vast free space called the “Cosmo Area” that is inspired by the night sky, where you can enjoy online conversations in an extraordinary space unique to the Metaverse.


  • A multipurpose hall used for holding large-scale events such as various photo seminars, talk shows, and online new product launches. You can enjoy live streaming through the large screen installed, giving you a sense of realism.
  • Equipped with a “questioner booth” that enables voice communication between stage speakers and visitors. By speaking from the booth, users can engage in two-way communication similar to a real-life photography class or new product launch event.
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