Fujifilm GFX

It’s manufactured by Pac Team Europa, who build window displays, retail displays and exhibition stands. It was destined for the counters of Fujifilm retailers, where each shop chooses what to show: a camera, a lens, or both. And there are twelve GF lenses, with no way of knowing which ones would end up on the counter.

So the display is modular: one module for the camera and one for the lens, 25 cm wide and 26 high, that sit side by side. The plaques follow the same logic. The camera plaque carries its specs; the lens plaque reads GF Lens and works for all twelve.

The back of each module is a mirror, set in a five-sided aluminium frame. Anyone who stops at the counter sees the camera from the front and, in the mirror, its back with the screen and controls. The same goes for the lens.

You see the whole product before you even pick it up. Behind the mirror there’s a clear acrylic panel with the Fujifilm logo in relief, rising above the left-hand mirror.

The concept is called Minimal Retro Tech and takes its cue from the way Fujifilm products are made: metal, leather, clean surfaces. That’s why the display is in aluminium and black faux leather, with matt black acrylic plaques.

The shape had to be recognisable without stealing the show from the camera, so I looked for it where people take their GFX: up in the mountains, even in the most extreme conditions. From jagged peaks I took the verticality, the clean cuts, the taut proportions. That’s where the outline of the two mirrors comes from: two points side by side, like a ridge. And it’s in the mountains, on snow and at night, that I set the renders.

I worked on the project with the Pac Team Europa design team: the concept, the 3D model, materials and finishes, the renders and the technical drawings for production. I also designed the graphics for the plaques, using the camera data Fujifilm sent over, with strokes bold enough to hold up in print.

The renders on this page are a new series, from 2026.

1. 01MirrorThe back panel of each module, which reflects the rear of the product.
2. 02FrameFive-sided, in aluminium: it gives the display the outline of a peak.
3. 03LogoFrosted clear acrylic, with the lettering raised in white metallic foil.
4. 04BaseBlack faux leather, with an aluminium edge.
5. 05PlaqueMatt black acrylic with white print: one for each camera, a single one for all the GF lenses.
6. 06PriceLANSA price blocks.
7. 07CouplingMagnets hidden in the sides of the modules.