When you say the name Fujifilm, chances are good that you think about cameras. While the Japanese firm does make cameras and other imaging tech that only accounts for 15 percent of its revenue.

In a bid to give South Africans a better understanding of what Fujifilm does the firm has opened the Fujifilm Innovation Centre in Johannesburg.

For the crib notes, Fujifilm makes printing solutions and medical equipment in addition to its camera and imaging tech.

The centre will house display areas for large format printers, cameras, printed products and an area where guests will be able to see some of the firm’s medical equipment such as the FDR Smart f digital X-Ray system.

“Fujifilm has a long history of innovation, and to have these world-class products on display in our Innovation Centre Africa is a wonderful privilege,” Fujifilm South Africa’s managing director Takeo Hata said in a statement.

The firm hopes to start a dialogue with business partners with a view to helping them understand the solutions Fujifilm has on offer.

“Take our wide format printers for example. There is such a lot that these can do, and chatting with clients allows not only them to spot further business opportunities, but it provides us with valuable feedback on how our solutions can be improved,” says Hata.

The Fujifilm Innovation Centre is now open from Monday to Friday during business hours. You can find the centre at 5 Jockey Street, Stormill, Roodepoort.