Fujifilm’s PrintLife Exhibition ran from 18-24 June 2019 at Sandton City, Johannesburg, where keen photographers could upload their images, receive 20 free 10.1 x 15.2cm (4 × 6 inch) prints, and see them exhibited. Prizes such as instax cameras could be won.
South Africans from all walks of life submitted their favourite photos, which were then printed by Fujifilm for free. Some 3000 photos were on display, with this the first time the Fujifilm PrintLife Exhibition was held on African soil. The PrintLife concept originated in Japan in 2006.
Visitors were able to not only browse the photos, but also interact with the Fujifilm X Series and instax cameras, amongst which was the new mini LiPlay. Visitors could also have their photo taken in support of WaterAid, with Fujifilm X-Photographers presenting workshops for those wanting to improve their photography.
This unique exhibition has been hosted in Japan, USA and Germany. Fujifilm believe that the magic of a beautiful image can only be truly appreciated and preserved when it is printed, re-igniting the love for the classic photograph by raising awareness through this exhibition.
Coinciding with the exhibition was the launch of Fujifilm’s mini LiPlay hybrid camera. The instax mini LiPlay is designed to act as both an instant camera and a photo printer. As with any instax camera, users can snap and print photos directly from the camera. However, the mini LiPlay connects via an app to smartphones, with users then able to print any photo stored on that device. With this feature instax brings together the best of its hybrid cameras, such as the SQUARE SQ20, and its portable smartphone printers, such as the SHARE SP-3.