FUJIFILM in ARCOmadrid 2026: When photographic technology becomes art
A presence that no longer surprises (and that's the point)
Seeing a photography company at the most important contemporary art fair in Spain is no longer strange. But presenting yourself with a structured proposal (keynote speakers, a photobook release, and large-format technology presented as a creative tool rather than a retail product) says something different about FUJIFILM and its relationship to today's photography scene.
The 45th edition of ARCOmadrid was held from March 4 to 8, 2026 at IFEMA Madrid. The fair brought together 211 galleries from 30 countries, approximately 1,300 artists and around 95,000 visitors, generating an estimated economic impact of 195 million euros for the city. Organized around the theme. ARCO2045, the edition drew a line of reflection between the 45 years of history of the fair and the future of contemporary art.
In that context, FUJIFILM maintained a dual and well-defined presence.
Technology stand: tools at the service of the creation of artistic images
In pavilion 7 (stand 7B38), FUJIFILM showed a set of solutions aimed at both the creation and long-term preservation of visual archives. Key items on display included the FUJIFILM FP-ZUH6000 projector, the GFX large format camera system, and OLP data storage cartridges – a long-term archiving technology more commonly associated with institutional archives and museums than with photography fairs.
Product selection was deliberate. FUJIFILM decided not to present itself as a consumer brand, but as a technology partner for professional photographers, galleries and cultural institutions that need to create, share and, critically, preserve images with archival integrity.
Eduardo López, Director of Image and Recording Media of FUJIFILM Spain, expressed it clearly: being in FUJIFILM It is a natural step for the company, given its relationship with the ecosystem of art and photography.
ArtsLibris: The photobook as a cultural axis
FUJIFILM The second layer of participation was through ArtesLibris, the international fair dedicated to artists' books, photobooks and self-publishing, which has been integrated into the ARCOmadrid programming for several years. FUJIFILM has been a special collaborator of ArtsLibris since 2025, an association that reinforces the brand's commitment to the photobook as a format of artistic expression with its own critical weight.
ArtsLibris brought together more than 90 publishers, bookstores and cultural agents from 20 countries in this edition. Its universe ranges from large institutions such as the Fundació Joan Miró and MACBA to independent publishers and self-published artists. The presence of FUJIFILM as a collaborating brand within that ecosystem sends a clear message: the company wants to be part of the conversation, not just the team.
The Forum session and TERRA FERMA: The most artistic moment
On Saturday, March 7, the ARCO Forum (pavilion 9) hosted the session "FUJIFILM in the cultural environment", organized together with ArtsLibris and the RocíoSantaCruz gallery. Among the speakers were Eduardo López, José Márquez —Senior Product & Project Manager, Professional Imaging at Fujifilm Spain— and the photographer. Toni Amengual.
Amengual presentó su fotolibro TERRA FERMA, filmado íntegramente con el sistema de gran formato GFX de FUJIFILM. The project addresses a paradox familiar to anyone who has spent time in Mallorca or frequented heavily touristed destinations: mass tourism destroys the landscape you seek to experience. The images explore the tension between an idyllic environment and its constant degradation, questioning the figure of the visitor who, upon arriving, contributes to eroding what he came to admire.
Toni Amengual is not an emerging name. His work is held in the permanent collections of the MoMA in New York, the Tate Modern, and the Victoria and Albert Museum in London, among others. He has received awards from PhotoEspaña, ArtsLibris and the Mallorca Prize for Contemporary Photography, and currently serves as head of the photography department at LABASAD Barcelona School of Art & Design. His participation in this context was substantial: he is one of the most prominent figures in the Spanish photobook scene.
Why this type of presence is important
Photography has been debating its place among the visual arts for decades. The art market accepts it, museums collect it, but the gap between the equipment industry and the creative world remains visible in many contexts.
What FUJIFILM did in ARCOmadrid 2026 It is interesting precisely because he did not reduce his participation to a camera showroom. He connected technology with the photobook, with archival practice, with an artist of genuine prestige, and with a narrative about the preservation of visual memory. This is harder to achieve (and more valuable) than simply paying for the space.
For those of us who work in photography and video, this type of brand positioning points a direction. Technology is not neutral: a manufacturer that chooses to be present at ArtsLibris instead of just at electronics shows says something about the type of use it envisions for its tools.
Sources: Imagen Magazine FUJIFILM Spain · IFEMA ARCOmadrid · Exibart.es · ArtsLibris · toniamengual.com · Galería RocíoSantaCruz