Bringing together two brands that I absolutely love, Peak Design, the crowdfunding champion known for their innovative camera gear and carry solutions, has partnered with Fujifilm to create FIELD LAB at their NYC retail location. What we’re seeing here goes far beyond typical product showcases – it’s a community-driven space where photographers can actually touch, test, and trust the gear before making decisions. The collaboration represents something refreshingly different in photography retail, addressing what many of us have been craving: the ability to properly test cameras with the accessories we’ll actually use, rather than handling sterile display units in traditional retail environments.
Designer: Peak Design
The timing couldn’t be more perfect, launching on World Photography Day (August 19) and running through the end of 2025. What makes this particularly exciting is how it transforms Peak Design’s Lafayette Street location into what CEO Peter Dering calls “a playground where creativity and connection come first.” Instead of being rushed through quick demos, photographers can take their time exploring Fujifilm’s latest cameras, including the recently launched X-E5 mirrorless model.
A Playground for Photography Enthusiasts
FIELD LAB occupies Peak Design’s Lafayette Street location in Manhattan, creating a genuinely different camera store experience. The setup allows visitors to pair cameras directly with Peak Design’s signature straps and bags, creating a real-world testing environment that eliminates the guesswork when finding the right combination of camera body and carrying solution. Having both brands’ expertise under one roof makes perfect sense when you consider how often photographers struggle with compatibility between different manufacturers.
Every Thursday from 11 AM to 7 PM, a dedicated Fujifilm representative joins the Peak Design staff to answer technical questions and provide deeper insights into the camera systems. This approach ensures genuine expertise is always available, unlike typical retail experiences where staff might know basics about everything but lack deep knowledge of specific systems. The collaboration brings together people who really understand their respective technologies.
QR codes on each displayed camera link to detailed product information, while a co-branded microsite keeps visitors updated on events and services. These thoughtful touches show both brands understand modern shoppers want comprehensive information before making significant purchases. The technology integration feels natural rather than gimmicky.
The hands-on approach makes sense when you consider how photography gear performs in real situations versus controlled demo environments. Being able to test how a camera feels with your preferred strap or bag configuration can make or break a purchasing decision.
Beyond Gear Testing: Building Community
What distinguishes FIELD LAB from a simple product demonstration space is its commitment to fostering photography community connections. The monthly calendar includes artist meetups, networking mixers, print swaps, and workshops designed to bring New York’s creative community together. This approach recognizes that photography gear represents just tools; the real magic happens when photographers connect and inspire each other.
The free monthly Clean & Check service, offered every third Thursday from 11 AM to 4 PM, addresses a practical need many photographers face. Professional camera cleaning can be expensive and time-consuming to arrange independently. Having Fujifilm technicians inspect and clean up to four items per visitor transforms routine maintenance into a community touchpoint where photographers can learn about proper gear care.
Launch events like the August 19 opening party (6-8 PM) featuring drinks, music, and print swaps show FIELD LAB’s community-first approach. No RSVP required.
Print swaps particularly resonate with both film and digital photographers who want to see physical representations of their work and discover new perspectives from fellow creators. These events create natural opportunities for knowledge sharing and artistic inspiration that online communities struggle to replicate authentically.
Creative networking events address something many photographers experience: the isolation that comes with spending most shooting time working alone. Having a dedicated space for community building helps counter that natural tendency toward isolation.
The workshop programming will likely evolve based on community feedback and emerging photography trends. Both brands have histories of listening to their users and adapting offerings accordingly, which suggests FIELD LAB will grow organically rather than following rigid predetermined schedules.
Why This Partnership Works
This collaboration makes perfect sense when you examine both companies’ trajectories and core values. Peak Design built their reputation through 15 successful Kickstarter campaigns, raising $57 million while remaining investor-free. This approach allowed them to focus on designing genuinely useful products rather than chasing quarterly profits, creating a philosophy of “make the best things” that aligns naturally with Fujifilm’s commitment to imaging innovation.
Victor Ha, Vice President of Electronic Imaging and Optical Devices at Fujifilm North America, noted that both audiences “share a love for gathering in spaces that blend adventure and creative freedom.” This shared customer base makes the collaboration feel organic rather than forced. Both brands attract photographers who value quality, creativity, and authentic experiences over flashy marketing promises.
FIELD LAB represents something photography retail has been missing: a space where community, education, and product experience intersect meaningfully. The success of this NYC location could easily inspire similar collaborations in other major photography markets, given both brands’ global reach and loyal followings. The collaboration’s focus on long-term community building rather than short-term sales metrics suggests both companies understand that modern consumers value experiences and relationships alongside products. As photography continues evolving with new technologies and platforms, spaces like FIELD LAB provide anchors for the creative community to gather, learn, and grow together.
The post Peak Design and Fujifilm Unite: FIELD LAB Transforms NYC’s Photography Scene with Hands-On Gear Experience first appeared on Yanko Design.