Photography retains the rapid pace of time, and photographs become a romantic encounter of light and shadow. In March 2024, Fujifilm instax released a new product of primary imaging analog camera, the Mini 99, which attracted the attention of many consumers as a follow-up to the popular Mini 90. On April 12, Fujifilm (China) Investment Co., Ltd. announced the official pre-sale of the high-profile mini 99 "Scorching Streamer" gift box. At the same time, the "instax mini 99 pop-up experience space" was grandly opened in Chongqing, and the teaching team of the School of Public Art of Sichuan Fine Arts Institute: Liang Zhihua, Xie Xun and Zhu Ying'an, cooperated to create the theme art installation "Labyrinth of Light and Shadow", bringing an art feast with the theme of "light and shadow".
"Traveling thousands of miles, reaching the vast", this is the first time that INSTAX has brought offline activities to Chongqing. Kenichi Tanaka, Executive Director of Fujifilm Corporation, Chairman and President of Fujifilm (China) Investment Co., Ltd., said that the city is an ideal place to host new product events. In 2024, Fujifilm has established a new group mission - "More Smiles for the World", and we look forward to all INSTAX products being used as props to record the smiles of users who encounter surprises, and will always accompany everyone's lives and bloom more smiles in China.
Since its global launch in March, the mini 99 has garnered widespread attention and praise for its innovative features and unique design of its next-generation analog camera. This new product inherits the popular functions of the previous generation mini 90, and on this basis, with "light and shadow" as the core element, it introduces creative new functions and new ways to play, while retaining the traditional operation and design aesthetics of analog cameras, so that users can capture more artistic images with simple operations.
The mini 99's built-in LED color system adds a unique charm to each photo with six color effects. With the addition of the exposure compensation dial and vignette mode, the mini 99 can take photos with a focus on the center and depth in different lighting conditions. At the same time, the mini 99 also has a wealth of shooting functions, including flash control, timer shooting, and a variety of shooting modes, such as indoor mode, sports mode, double exposure, bulb mode, and self-timer/macro mode, to meet the shooting needs of users in various scenes.
Life is a journey of different emotions and a bizarre dream, the shutter is a web of light and shadow, and the click sound can capture the fragments of the dream. The mini 99 "Scorching Streamer" gift box, with "light and shadow" as the key element, gives photography enthusiasts a different sense of life ritual. The gift box contains a mini 99 camera, streamer photo paper, gun holster camera bag, photo album, metal badge, lens cap, date stamp, filter tray, and reflective crystal, each of which has been uniquely designed to bring users a unique experience and personality.
Streamer photo paper carries the image, so that each photo exudes a unique retro charm, gun holster camera bag and lens cover combine practicality and fashion sense, while ensuring the safety and portability of the camera, the design of the album cleverly integrates light leakage, vignetting and other effects, the addition of date stamps adds a personalized time stamp to the photo paper, leaving an irreproducible time witness for each photo, and the clever design of the filter disc allows users to intuitively experience the color effect of mini 99, adding infinite possibilities to photography creation.
The "Scorching Streamer" gift box not only surpasses in playability, but also brings a new photography experience to consumers. It is hoped that users can find the romance of traditional images in the digital age, and meet light, chase light, and become light in every daily life in the future. At present, the gift box has been opened for pre-sale, and the recommended retail price of the network is 1899 yuan.
In order to allow more consumers to experience the charm of this simulator, a three-day instax mini 99 limited-time experience space was launched in Chongqing. Blending cutting-edge technology and classic aesthetics, the magnified gift box installation and holographic color space provide an immersive and interactive exhibition area where you can learn more about the new products. In addition, the mini 99 sample photos taken by professional photographers were displayed on the spot, aiming to let consumers more intuitively feel the artistic atmosphere of the new products.
In addition, the unveiling of the "Labyrinth of Light and Shadow" art installation created by Liang Zhihua, Xie Xun and Zhu Ying'an attracted the attention of many photographers and art lovers. Based on the in-depth understanding of the characteristics of the mini 99, and the exploration of color, light and shadow, emotions and interpersonal relationships, and borrowing from Op art and constructivist design techniques, the interactive effect of light and shadow and people is skillfully integrated into it. The installation uses the principle of light source reflection to create a space full of changing light and shadow. When the audience walks through it, it is as if they are in the illusion of color penetration, and every time the light and shadow are intertwined with the color, they can feel and think in their hearts, get out of the labyrinth in their hearts, and welcome a colorful life. According to the three art teachers, instax imaging provides a new creative platform for students to use artistic expression to create a dialogue with the public.
INSTEX has the magic of freeze-frame moments, the magic of mini99, which is to let every photo give emotional color with "light" and emotional shape with "shadow" at the moment of birth. The mini 99 "Scorching Streamer" gift box not only provides photography enthusiasts with a more ceremonial shooting experience, but also shows Fujifilm instax #惊喜在等你#的品牌理念, making every shutter press a moment to record beauty, share happiness, and convey happiness. INSTAX looks forward to working with the majority of users to capture the wonderful moments in life with the mini 99, so that every photo becomes a precious memory. The light and shadow are scorching, recording the romance of the moment.
(From left to right: Shinsuke Shibaike, General Manager of Primary Imaging Products Division, Fujifilm (China) Investment Co., Ltd., Mr. Zhu Ying'an, School of Public Art, Sichuan Fine Arts Institute, Kenichi Tanaka, Executive Director & President of Fujifilm China, and Chen Yin, Deputy Business Director, Primary Imaging Products Division, Fujifilm (China) Investment Co., Ltd.)