Experience a New Photography Journey: 'Photography Happiness Theory - Lifetime Frame Shop' Opens Temporarily at Daikanyama T-SITE | FUJIFILM

The 'Photography Happiness Theory' project by FUJIFILM is an initiative to re-evaluate the value of 'photography' that captures everyday moments. At the core of the project is the belief that the act of taking photos and the tangible 'photo prints' that result can enhance life's happiness. Through processes such as 'taking', 'printing', 'displaying', and 'gifting' photos, the project aims to share and let people experience moments of happiness.

As part of the 'Photography Happiness Theory' project, a new initiative begins under the concept of 'Creating a Place of Happiness at Home'. The pop-up store at offers three unique services that integrate photography into daily life.

The 'Displaying Photos' service features Akihiro Nakamura, a frame concierge, who helps shape users' sentiments through custom-made photo frames. Consultations are free, but frame purchase costs apply.

The 'Reading Photos' service is curated by Tsutaya Books. It offers new discoveries and encounters at the intersection of photography and literature through a reading experience inspired by photos.

Finally, in addition to 'Displaying Photos' and 'Reading Photos', the 'Encountering Photos' service offers A4-sized photographs for sale by 13 talented photographers and creators from various fields. Participating creators include Acha, Ecochin, Riki Kitagawa, Daigo Saito, Yuri Takahashi, Shun Natsui, Reiko Hagiwara, Tomoshi Hara, Ryo Higuchi, Yoshiki Fujiwara, Yuri, Mayumi Watanabe, and Marie Tomita (in no particular order).