As a photojournalist, the camera is my partner to capture the most important moments. However, it doesn’t take a photojournalist to like cameras or taking photos. If you have an interest in cameras, photography, or both, Fujifilm Square is a place you’ll fall in love with. The location is convenient for tourists being located 5 minutes from Roppongi Station. It is also part of Tokyo Midtown surrounded by other attractions such as 21_21 Design Sight, the Suntory Museum of Art, the National Art Center, the Mori Art Museum, and Hinokicho Park.
In Fujifilm Square, there are 4 sections. The first one is the Fujifilm Photo Salon. In this area, there is a gallery of beautiful photos of scenery in Japan and abroad taken by Fujifilm cameras. The exhibition changes weekly and features selected photographic works by both professional and amateur photographers.
The second section is the Photo History Museum which displays all Fujifilm cameras ever made. In this area there is also a general history of photography with displays of cameras dating back to the 1860s. Through this gallery you can see how the shape and the functions of cameras have changed throughout the years. Other than cameras, this area also features films that have disappeared recently due to digital cameras and lenses for cameras with interchangeable lenses.
The third section is Touch Fujifilm. Here you can actually operate the latest cameras by Fujifilm. If you’re having trouble operating the cameras, the concierge will kindly assist you. Unfortunately, you can’t buy the cameras on location but you can experience the cameras hands-on and see if the design, operability, and functionality are right for you. In this area you can also watch the past and current commercials advertising Fujifilm products aired on Japanese television.
The final section is the Fujifilm Health Care Shop. It’s actually semi-related to photography in that Fujifilm’s research on collagen, which is used in making film, has also led to a healthcare line. Here, they offer skincare products and health supplements, including the popular Astalift, which you can actually try.
The best part of Fujifilm Square is that all the areas are free to enter. It’s not crowded during weekdays so you don’t have to rush through any of the exhibitions. However, you cannot take any photos of the photos or any of the exhibitions or galleries so make sure you take your time.