22 April 2026, Milan. Fujifilm, the Japanese multinational company, is presenting its innovative approach to design for the first time in an international preview, at its Italian subsidiary in the Segreen Business Park in Segrate, Milan. The group, a global player operating in the Healthcare, Electronics, Business Innovation and Imaging sectors, has chosen Italy and Milan Design Week as the setting to unveil its design philosophy known as ‘Faithful Design’.
Protagonists of the day were Sumire Kuroda, User Interface Designer at FUJIFILM Corporation, and Masahiko Yamamoto, Industrial Designer at FUJIFILM Business Innovation Corp. who recounted the stories behind the projects: a process that begins with observing contexts, passes through phases of experimentation and exchange, and develops into solutions capable of effectively meeting people’s needs.
“Bringing the concept of Faithful Design to Europe for the first time, inspired by Milan Design Week, is a highly symbolic moment for us,” comments Luana Porfido, European Head of Corporate Communication and ESG Management at FUJIFILM Europe GmbH. “Milan represents the ideal place to showcase a design approach that puts people at the centre, focusing on their real needs and the ongoing dialogue between innovation, culture and responsibility. “With this event, we aim to convey the essence of our Faithful Design philosophy: an approach that places authenticity, innovation, and genuine attention to people’s needs at the centre.”
The group’s “Faithful Design” has its roots in Japanese tradition and in the history of a company which, since 1934 – the year of its foundation – has never ceased to apply innovation across its products, promote research and nurture a young, close-knit and competent workforce.
The design approach is cross-disciplinary right from the outset: it begins with an analysis of real-life situations and contexts, and of concrete yet often unspoken needs. This is followed by a phase of testing and discussion, where dialogue is constant and feedback continuous: interaction with users and environments emerges, through which the viability of the idea is assessed and the direction the project will take in subsequent stages is determined.
The Design Center has been based in an independent design studio since 2017.
To further inspire our designers and encourage creative leaps, we opened CLAY STUDIO, our current design hub, in May 2023. The complex was designed from the outset by the group’s own designers. From the exteriors to the offices, from the
furnishings to the lighting and right down to the green spaces: every detail is the result of a collective design effort that has fostered connections, relationships and a marked shared creativity.
“I’m really pleased to be able to talk about our day-to-day work: whenever we as a team face the challenge of designing a new product, we start with what people highlight as areas for improvement in their everyday lives,” says Sumire Kuroda, User Interface Designer at FUJIFILM Corporation. “When I think of our successful FDR Nano mobile X-ray system, it all began with some field experiences in North American A&E departments: we developed a device that is more agile, ultra-compact, lightweight and suited to being used in the often crowded and congested wards of certain healthcare settings.”
“In 2021, we designed a new multifunction printer, starting with a question: what will the workplace of the future look like? How will the relationship between workers, their environment and the devices they use evolve?” emphasises Masahiko Yamamoto, Industrial Designer at FUJIFILM Business Innovation Corp.. “Offices are no longer seen simply as efficient, neutral spaces, but are evolving into comfortable, stimulating places capable of fostering a sense of belonging. In this context, we wanted to redefine the very value of the device—not merely a machine that copies, scans and prints, but an assistant that actively supports users in their work.”
Throughout the day, the two designers presented not only the group’s design philosophy but also various case studies of specific products, from the design phase – including sketches – through to the final production. Among the instax models, the unique features of the instax mini-Evo™ Brown, the instax Pal™ and the instax mini Evo Cinema™ were highlighted; the latter is a 3-in-1 model capable of extending the creative process beyond static images.
In the Healthcare sector, in addition to the FDR Nano mobile radiography system, the discussion turned to SYNAPSE 3D, a diagnostic imaging system workstation system, where the user interface has been designed to be intuitive, clear and efficient in daily medical practice, supporting the entire clinical process.
In the Business Innovation sector, multi-function printer” the Apeos C3067 / C3061 / C2561 / C2061” and production color printer “Revoria Press PC1120” were highlighted, featuring a simple, precise and harmonious design capable of optimising the entire workflow.
Fujifilm products are globally recognised for their exceptional quality, which combines functionality, aesthetics and design: has received numerous international design awards in recent years, including multiple Good Design Awards.
Luana Porfido, European Head of Corporate Communication and ESG Management FUJIFILM Europe GmbH