Fujifilm Opens New Head Office in South Africa @fujifilmxsa #myfujifilmsa #InstaxSA

Hi Guys, 

Fujifilm's Head office, located at 18 Holt Street, Sandton, marks a new chapter in Fujifilm’s presence in South Africa. It houses the Fujifilm Technology Centre Africa to showcase the latest healthcare, large format printing and camera products.

Fujifilm South Africa has officially opened its new local head office, located at 18 Holt Street, Sandton, Johannesburg. The grand opening of the newly constructed building was attended by several local dignitaries, international Fujifilm management as well as the Japanese ambassador to South Africa, His Excellency, Shigeru Ushio.

The opening of the head office coincides with Fujifilm South Africa’s ten-year anniversary celebration in South Africa, having first opened its doors in March 2012 as a subsidiary of FUJIFILM Holdings Corporation.

At 999m², the five-storey building incorporates the Fujifilm Technology Centre Africa, office space for employees, boardrooms, a Fujifilm repair centre and a 30-seater auditorium for training purposes.

Speaking at the grand opening of the new head office, Fujifilm South Africa’s Managing Director, Taro Kawano noted, “Today is truly a special occasion in the history of Fujifilm since it marks a new chapter in our relationship with South Africa. Our new head office emphasises Fujifilm’s ongoing commitment to the country, having celebrated a successful decade of local presence. We are proud to be a part of South Africa and we hope to be able to further serve the public through these new premises.”

Beautiful outside, innovation inside

Importantly, the South African head office was constructed to fall in line with FUJIFILM Holdings’ climate action targets: To produce net zero CO2 emissions by the fiscal year ending March 2041. The 18 Holt Street office is set to meet this goal, having been designed with the help of a green energy consultant. As such, it incorporates the use of solar power panels with a capacity of 65 kVA, biometric access control, motion sensors, day/night lighting and energy-efficient plumbing that consumes less water.

Fujifilm’s head office in Johannesburg was designed by Empowered Space Architects and follows the opening of a new Fujifilm office and repair centre in Cape Town in 2021 and the building of the Fujifilm warehouse in Roodepoort in 2017. The offices were constructed by Bantry Construction, with the building taking place from March 2022 through to handover to Fujifilm at the end of January 2023.

Present at the new office is the Fujifilm Technology Centre Africa, which moved from its previous location at the Fujifilm warehouse to the new premises. It is the only Fujifilm Technology Centre on the continent, taking up two floors and providing a demo centre for Fujifilm’s different departments to showcase a myriad of innovative solutions to customers.

This includes products from Medical Systems (radiography, mammography, pathology, X-ray diagnostics), Graphic Communication (wide format printing, packaging, commercial digital and commercial offset), as well as Imaging Solutions (Instax instant cameras and printers, Fujifilm X-series and GFX mirrorless cameras).

Moreover, a 30-seater auditorium now gives Fujifilm South Africa the opportunity to offer product training to customers, run photography workshops and the ability to host events.

The start of a new chapter

During the opening ceremony, Kawano thanked all parties involved in the process. “This beautiful building is a testament to the hard work of everyone who contributed. It shows what can be achieved through team effort and dedication. Fujifilm South Africa is proud to now be able to better serve our South African customers and contribute to their growth,” he stated.

Kawano mentioned he believes Fujifilm can play a significant part in the future of South Africa, not only through innovative printing and imaging solutions, but also in contributing to African healthcare through Fujifilm’s medical technologies. “At Fujifilm, we say ‘Never Stop’ innovating for a better world, and now, at 18 Holt Street, Sandton, Fujifilm South Africa can continue to strive towards this goal. We are looking forward to further decades of local success,” Kawano concluded.

Cheers!!!

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3 Reasons to Choose #InstaxLinkWide Smartphone Printer @InstaxA #ProductReview

Hi Friends,

Instax loved my review of miniLiPlay and miniLink printer and sent me this new Instax Link Wide Smartphone Printer to test and review the same too. I received the same in Ash White colour and the device is also available in Mocha Gray colours too. By the end of the review time, I wanted that the device shall remain with me due to several points which I will share with you guys here in my blog post. 

1. Size of the prints - This device and the wide Instax prints have definitely brought Instax to the normal film prints we used to collect when we were using reel cameras from Kodak and other brands. I still have lots and lots of photos stored in the albums in the postcard size prints (90mm x 130mm). Using this wideLink camera you can print any photo of your choice using the smartphone app in 62mm x 99mm size which looks much better than the smaller Instax prints. The use cases to have these bigger prints can be many as they give you the creative ability to do whatever you want. The pack of 10 instax films is only marginally expensive and retails around R199. 

2. Portability and Convenience - The device can be recharged using the micro-USB charging cable and could have been a Type-C as it's launching in the year 2021 where almost all the devices are Type-C. One charge can print up to 100 prints easily and takes around 2 hours to fully charge. The package also contains a plastic stand where you can place the device to upright it. The device looks beautiful and can be carried too as it's only 340 grams. There is a strap that comes in the package to make the portability easier but the stand you need to put it someplace safe so as to not lose it. 

3. Instax App and Filters - Instax always have an exclusive app for all of its printers and this time also launched a new app for both android and iOS platforms named Instax Link Wide app. Now once the app is installed, how the photos need to come all lies in your creativity. From simple photos to getting stickers on the photos to QR codes for secret hidden messages, the use cases for your creativity are numerous. There are editable templates, collage prints, can use stickers and you can even sketch and print your own designs on your photos. This time because bigger sizes do require better colour tones for print, the app also has a mode to showcase rich prints using two modes named rich and natural based on your choice. 

I really loved this device due to its bigger photo print size but once you are in this business you need to decide which photo printers you should go for as the price of the device is around R2599 and every film pack will cost around R199. You can also check out if you are in love with normal prints any Canon Selphy printers where the overall cost is half as compared to the Instax device. The style and design factor is amazingly high on this device as compared to any other smartphone printer from other brands. I am sure you will never go wrong making this investment if you are into photo printing for fun and creativity. 

I did an unboxing video of the device on my Youtube channel which by your grace is now near 1000 mark subscribers and has more than 250 videos for your viewing pleasure. Thanks to Instax South Africa for sending their amazing products for my review and now I am thinking of putting all of the photos in an album specially dedicated to Instax prints. 

Cheers!!!

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A Retro Portable Fun Begins With Instax Mini 40 @InstaxA #InstaxMini40 #ProductReview

Hi Friends, 

Fujifilm keeps launching these amazing portable cameras under the brand name Instax and with time the fun factor is becoming higher and higher across all age groups. I became an instant fan of their latest launched Instax Mini40 camera as soon as I saw it in my hands for the first time. I received a little later as I was not able to post the review of the earlier version and in the last quarter of 2021, I intend to clean my slate for all the pending blog posts as I make my way into completing the 9 Years of The Life's Way. 

The best part about any Instax Camera is its one-button operation and Instax Mini40 lives up to the expectations of the consumers and fans alike. There is a single button that brings the lens to action and a subsequent pull of the lens enables the selfie mode. 

Selfie mode is easy to operate as you can see yourself in the mirror provided on the body of the camera. There is also a macro mode which enables a close-up range of 30-50cm and is quite handy to use and operate. 

The Instax Camera mini40 itself looks premium and weighs around 330 grams. You need to insert AA sized batteries to enjoy the camera along with the normal Instax mini Films pack (10 sheets). The film ejection is automatic just like any other Instax camera and miniLink printer. The smaller compact body is in black colour in a leather-look along with premium silver accents on the borders. 

Some of the technical details in the mini40 lens are a focal length of 60mm, a real viewfinder with a target spot and automatic exposure control from Lv 5.0 to 14.5 (ISO 800). The film takes around 90 seconds to develop and after 300 seconds of non-operation it automatically switches off. The shooting range is 0.3m and beyond with 0.3 to 0.5m is for selfies. The programmed shutter speed is from 1/2 to 1/250 seconds and slow synchros for low light conditions. There is a constant firing flash (automatic light adjustment) with recycle time: 6.5 seconds or less (when using new batteries), Effective flash range: 0.3m - 2.7m. 

I have observed is that the photo quality in this new camera is much better than any other Instax camera I have used so far. The Instax website never tells the megapixels they put in their lens as compared to the other cameras in the market but I am sure these cameras are not even 5Megapixels. I have used 5MP Panasonic Hybrid camera FZ5 which used to take awesome images and all my London, Singapore and other images till 2013 are from that camera. 

The configuration is almost similar to a funkier mini11 camera so if you want to take on a retro look then buy mini40 else if you want to bring colours into your hands buy the mini11 which is a little cheaper than mini40. There are only 2 buttons on mini40 for ease of operation and point and shoot - one button is to click the picture and another one is to enable the lens and switch on the camera. A little push on the lens switches off the camera. It can be used by the kids also and I took to my son's school and gave a personal photograph to all his teachers using the same. They were really happy as they glued the same on the school walls instantly. 

Overall Instax Mini40 is something that is portable, makes heads turn by its retro looks, ease of operation, battery-powered, same Instax film used in other versions of the Instax series cameras, accessories to make it all fun with your family and friends. The retail price of Instax Mini40 is around R1399 at takealot retailer. I am sure there will be some Black Fridays sale coming up in this festive season. Also, don't forget to follow Instax as they have an annual sale where you can buy films and other accessories at the cheapest prices. 

Cheers!!!

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#TheLifesWayReviews - #FujifilmXT100 Camera @Fujifilm_SA #7YearsofTheLifesWay #1950Post

Hi Friends,

Sometimes things come in your life to make your life more pleasant even if they come for certain hours or sometimes days. A similar event happened with me when Fujifilm send me their mirrorless camera by the name of Fujifilm X-T100 to test and share the results. Though I am late by many months I am going to describe what I felt and what I used the camera for with some shots from the real-life events which I attended with this camera.

Reyansh in his thoughts at Zoo Lake Park

I was invited to dine Jozi Style at Thava Restaurant in Montecasino, Fourways, Johannesburg, South Africa and I thought of taking the camera to the blogger's event and take some low light photos as restaurants always have dim lights during dinner and even in lunch too. The only thing I checked was that the battery is full and it has an empty SD card to take the photos and also I checked if there is some app via which I can transfer photos to my smartphone via wifi so that it can be shared on my social media platforms. 

The Life's Way at Mugg & Bean Woodmead

Fujifilm is one of the pioneers in the mirrorless industry and when I held this camera in my hands I knew why. The small camera is packed with features and specs which can even make any entry-level DSLR to go fetch the water. The whole unit weighs only 450grams, the camera looks retro and luxurious. The 3-inch touchscreen is able to tilt in 3 ways which will really help all the vloggers and bloggers. The selfie function with face detection will help you wherever you travel in the world. Fujifilm creative filters will add more fun to your photographs. 

Spinach Chaat at Thava Restaurant

Another great feature is the 24MP APS-C sensor which is 14 times bigger than any smartphone camera has and does a 4K video recording easily and just you need an SD card that is capable of the same. The mount is Fujifilm X mount and it comes with a 15-45mm lens in the review unit. The retail price of the camera and lens is around R9000 and worth considering its size and capabilities. You will be able to use the camera right from the opening of the packaging if you have an SD card ready. The mode dials make the functions really easy to use.

Aashish Rai Founder TheLife'sWay at Sandton City

The best part is that it has built-in electronic viewfinder if you are making a switch from DSLR camera into mirrorless cameras. The color reproduction as you can see in the images shared all taken by the review unit are amazingly great. The low light capability of this camera as already told won me the perfume worth around R3300 named Acqua Di Parma Colonia - Quercia 100ml. I am really grateful for this retro camera in black which is also available in 2 more colors namely Champagne Gold and Dark Silver. I really didn't want the camera to go back in 14 days as I could have used it in making my youtube channel videos.

Sandton City Instax Camera installations

The problem faced with this camera was in terms of the Fujifilm Camera Remote smartphone app to transfer photos to a smartphone which after some time automatically used to go into standby mode stopping the transfer so I have to improvise and only transfer 3-5 photos in a single go. The app really needs to be worked upon by Fujifilm as I have used Canon's Companion app which is seamless and easy.

Another one from Mugg and Bean - Moroccan Vegetarian Salad

There must be many more features that I didn't test at all in my scheduled time with this camera. 91AF points can certainly help you when you are focussing on someone's eyes and with the new smart mirrorless camera, they can track the eye movements easily which I didn't test on this camera. Moreover, the camera has a built-in flash which will pop up as and when required. The Li-ion battery  (1260mAh) life on this camera is enough to take 300+ photographs in different conditions and can be easily recharged using the power bank also though the manual says 430 images in ideal conditions.

At Zoo Lake

Overall this is a camera that you can start your photography journey with at ease without carrying high and bulky lenses and body. This camera is lightweight and capable to take care of all your daily needs as a blogger or day to day lover of photography. I would love to replace my old DSLR camera with one of Fujifilm's mirrorless generations of cameras. Thanks for the opportunity!

A range of cameras from Fujifilm

Namaste!!!

Contact Aashish Rai Jain at thelifesway@gmail.com or editor@thelifesway.com to discuss your products, launch events, and services. #TheLifesWay #PhotoYatra #7YearsofTheLifesWay #NoFreePosts. TheLife'sWay charges a blogging fee for the time and efforts to join a new campaign or an existing one based on your requirements. Namaste!

Unique @FUJIFILM_SA @InstaxS #miniLiPlay Hybrid Camera Launched At #PrintLifeSA Exhibition

Hi Friends, 

FUJIFILM is redefining the world of instant photography with the introduction of the stylish and sleek Instax mini LiPlay hybrid camera. Launched in South Africa to coincide with the FUJIFILM PrintLife Exhibition, currently running at Sandton City, Johannesburg, this instant camera offers a number of wonderful features never before seen in FUJIFILM’s line-up of point, shoot and print cameras.

For one, the Instax mini LiPlay is specially 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.

Photos, now with a message

This Instax mini LiPlay is certainly not a one-trick-pony since it has another unique card up to the sleeve: Voice notes. One would expect that sound and photos do not play well together, however, the Instax mini LiPlay is about to change this forever. Users are able to take a picture of a friend, record a voice note (up to 10 seconds) for him or her via a button at the front of the camera, and then print out the photo. The print will feature a unique QR code which can be scanned by smartphone in order to listen to the recorded message. This is a first-time feature that can only be found on the Instax mini LiPlay camera.

Save, edit, print

The Instax mini LiPlay is the first of the Instax mini range – printing on mini photo paper – that allows users to save images on the device and select which one they want to print. Up to 46 images can be stored on the built-in storage space, with the device allowing for added memory via microSD or microSDHC cards. Users can select their best shots on the 2.7-in. TFT color LCD monitor at the back, while also editing images on the fly.

To add extra spice to photos, it’s possible to apply one of six filters directly from the camera - black & white, sepia, the stylish, vivid, poster of fish-eye. There are also ten different creative frames to choose from, while 20 more are available from the Instax mini LiPlay app. Through the app, users can assign any of the frames to one of the camera’s shortcut buttons on the side to make in-camera editing easier.

For those who love group photos, the Instax mini LiPlay app has a wonderful extra – it can be used as a remote to snap a photo from a distance.

Live life and Play

From a size perspective, the Instax mini LiPlay is the smallest and lightest camera in the Instax range, coming in at a mere 255 g. As always, photos are printed quickly and easily, with printing taking no more than 12 seconds.

It’s never a case of all work and no play when it comes to Instax since there’s also a range of stylish accessories, such as the color-coded camera straps specifically designed for the Instax mini LiPlay. Users can furthermore look forward to film cases that double as photo displays, plus photo albums to help with the protection of memories.

FUJIFILM PrintLife Exhibition

The Instax mini LiPlay debuted at the FUJIFILM PrintLife Exhibition, currently on display at Sandton City’s Centre Court. South Africans from all walks of life have submitted their favorite photos, which were then printed by FUJIFILM for free. A total of 3000 photos are currently on display, with this the first time the FUJIFILM PrintLife Exhibition is held on African soil. The PrintLife concept originated in Japan in 2006, with the exhibition making its way across the globe to countries such as Germany, Spain, Canada, and the United States, amongst others.

The PrintLife Exhibition is running from 18 June 2019 until 24 June 2019, where visitors are able to not only browse the photos but also interact with FUJIFILM X Series and Instax cameras, amongst which the new mini LiPlay. Visitors can come to have their photo taken in support of WaterAid, with FUJIFILM X-Photographers presenting workshops for those wanting to improve their photography.

Cost and availability

The FUJIFILM Instax mini LiPlay is available in three beautifully stylish colors - Blush Gold, Stone White, and Elegant Black, each offering a texture unique to the touch.

The mini LiPlay hybrid camera can be found in select retail stores and online for a recommended retail price of R2499. FUJIFILM Instax mini photo paper is available in packs of ten or 20, costing in the region of R160 and R300 respectively.

Cheers!!!

Contact me at thelifesway@gmail.com or editor@thelifesway.com to collaborate on your products, events, and services. #TheLifesWay #PhotoYatra!