London Drugs and Fujifilm Present GFX100RF first Look

Join us for in store demos on the brand NEW Fujifilm GFX100RF! Got questions? Try gear out from Fujifilm? we've got the event for you! join us for a First Look at the New Fujifilm GFX100RF!

Get an oportunity to speak with London Drugs Imaging Professionals and Fujifilm Representatives.

PRE-ORDER - DEPOSIT: Fujifilm GFX100RF Mirrorless Camera - Black

PRE-ORDER - DEPOSIT: Fujifilm GFX100RF Mirrorless Camera - Silver

• The GFX100RF weighs just 735g, making it the lightest model in the GFX Series. In order to achieve significant reductions in size and weight, the lens was newly developed, and the internal structure of the camera body was thoroughly reviewed and optimized. Despite being a fixed lens digital camera, it is significantly lighter than the “GFX 50R”, which was the lightest model in the GFX Series until now, weighing 775g (body only).
• Equipped with the 102MP high-speed image sensor “GFX 102MP CMOS II” and the high-speed image processing engine “X-Processor 5”. The newly developed lens and color reproduction technology have achieved the high descriptive performance that is unique to the GFX series. The GFX 102MP CMOS II has evolved pixel structure and micro-lenses that enable wide dynamic range and low-noise photography, as well as further improvements in peripheral image quality and AF accuracy, allowing users to enjoy the next-level high image quality that is unique to the GFX series.

• For the first time in Fujifilm’s digital cameras, the top plate of the camera was made using a cutting process from aluminum. The lens ring, dials, bottom plate, and other details were all precision-machined from aluminum, enhancing the sense of metal texture when holding the camera in user's hand and the sense of unity in the design. This has made the camera body and dials stand out more, and has achieved a sophisticated design befitting a high-end camera.

High design quality achieved in every detail

Each part is carefully cut from a block of metal

• For the first time in its digital cameras, Fujifilm has included an “Aspect Ratio Dial” on the back of the camera. This allows users to switch between the nine different aspect ratios that Fujifilm has been offering as still image and movie formats in its long history, with simple operation. This time, Fujifilm has added the new aspect ratios of “3:4” and “17:6”. The process of selecting an aspect ratio to match the subject and users’ photographic intentions makes the large-format shooting experience even more enjoyable.
• To make the digital tele-converter function, which makes the most of the 102 million pixels, even easier to use, Fujifilm has added a “Digital tele-converter selector” to the front of the camera. The angle of view can be selected quickly and intuitively by operating the lever. The angle of view, which is designed for 35mm (28mm in 35mm format), can be switched in three steps to 45mm (36mm in 35mm format), 63mm (50mm in 35mm format), and 80mm (63mm in 35mm format), allowing users to respond flexibly to a variety of shooting scenes.

Aspect Ratio Dial

Digital tele-converter selector

• A new user interface has been added that optimizes the placement of icons when shooting to match the 3:2 aspect ratio of the monitor, which uses a new 3.15-inch 2.1-megapixel 2-axis tilt LCD monitor. This makes it possible to take immersive photos. The camera also has a new Surround View function that displays the area outside the shooting range as a semi-transparent or line pattern according to the aspect ratio. While looking through the viewfinder, users can easily switch between these two modes using a lever, providing a shooting experience that is similar to an OVF, even though it is an EVF.

3.15 type 2.1 million dot 2-axis tilt LCD

Surround view function

• Fujifilm has developed a new 35mm F4 lens exclusively for the GFX100RF. By adopting a leaf shutter system instead of a focal plane shutter system, the back focus has been shortened. By utilizing the space created by this and optimizing the arrangement of the lens and camera components, a significant reduction in size has been achieved.
• The versatile 35mm (equivalent to 28mm on a 35mm camera) angle of view is suitable for a wide range of scenes, including landscapes, travel, snapshots, and portraits. The smaller size of the camera improves mobility and further enhances photographic flexibility.
• The GFX100RF achieves high resolution performance by suppressing spherical aberration and field curvature through a lens configuration of 10 elements in 8 groups, including 2 aspherical lenses. Fujifilm has newly developed a nano-GI coating optimized for lenses with large curvature, and has suppressed light reflection even in the peripheral areas of the lens, achieving high resolution performance befitting the GFX series.
• Despite its large format, the compact and lightweight body allows users to get close to subject and shoot from as close as 20 cm from the front of the lens.
• The GFX series is the first to feature a 4-stop ND filter built into the camera. This is useful for shooting at maximum aperture in bright environments and for shooting with slow shutter speeds. The leaf shutter allows flash photography regardless of shutter speed, increasing the flexibility of shutter speeds and expanding the range of expression, even when shooting outdoors in daylight.

• It is equipped with an AF prediction function and face/eye AF that have evolved through the renewal of the algorithm. In addition, it recognizes a wide variety of subjects, such as animals, vehicles, birds, and airplanes, through AI subject detection AF that utilizes deep learning technology. In video recording, the tracking AF function has been enhanced, and it is possible to easily track the subject with touch operation. It achieves high tracking performance in both still and videos shooting, providing a comfortable experience.
• It is equipped with a high-magnification, high-definition EVF with a finder magnification of 0.84x and 5.76 million dots. When using the viewfinder, it suppresses the image flow and distortion that occur due to misalignment of the pupil position, achieving high visibility.
• GFX100RF supports smooth 4K/30P 4:2:2 10-bit video recording at 30 frames per second and ISO 100 standard sensitivity setting. In addition to enabling shooting with a wide dynamic range and low noise, the 13+stop*3“F-Log2” provides rich tonal expression and high flexibility in post-production.
• GFX100RF is compatible with the Frame.io Camera to Cloud service. Video and still image files can be uploaded directly to Frame.io, dramatically speeding up the workflow from shooting to editing.

• *3 According to in-house measurement by Fujifilm

• The Protector filter PRF-49 protective filter is included with purchase. When used in combination with the dedicated adapter ring, it achieves dust and drip resistance, making it safe to use even in outdoor environments where it may be exposed to light rain or flying dust.
• The package includes a precision-machined aluminum lens hood and a dedicated adapter ring. It combines a sophisticated design with light shielding properties.
• For the first time in the GFX series, a stylish rope-type shoulder strap is included. It complements the sophisticated camera design

Event Venue

525 W Broadway, 525 West Broadway, Vancouver, Canada