Instax and X Series sit at opposite ends of the photography spectrum. Instax is all about fun, spontaneity and instant memories, think bright colours, parties, and social moments. X Series speaks to the evolved photographer, offering more control, precision, and a classic camera aesthetic.

To bridge these differences, we developed a 3D design language that allowed both to exist within a common Fujifilm space without clashing. By combining warm wood tones, crisp white surfaces, and industrial concrete elements, we created a versatile backdrop that gave Instax’s bold colors room to pop while supporting X Series premium, traditional feel.

The new display system was designed with flexibility in mind, ensuring it could scale across different retail environments. We rolled out the concept in multiple formats, from counter-top units in Currys to full shop-in-shop installations in Harvey Norman and JLP’s Oxford Street flagship. The system has been built with the future in mind, allowing for easy adaptation across other retailers.

Retail environments demand durability, so we crafted the displays from premium solid surface materials, ensuring they could withstand heavy footfall while maintaining a high-quality finish.