FUJIFILM Corporation (President: Kenji Sukeno) has announced that, on November 17, 2017, it will release the “instax SQUARE SQ10 WHITE (SQ10 WHITE)”, a luxurious white version of the company's hybrid instant camera “instax SQUARE SQ10” (SQ10), launched in May this year. The introduction of the white version commemorates the camera's selection as one of the Good Design Best 100 of the Good Design Award 2017. The model newly features the “Partial Color” filter function, which produces a monochrome picture that retains colors only in a specific color range, giving users a greater artistic control in their photographic experience.

Within the instax series of instant cameras that offer on-the-spot printing, the SQ10 is the first model equipped with a digital image sensor and digital image processing technology. Its diverse image-editing and processing capabilities and use of square format film have made the SQ10 very popular among people around the world, including Instagram*** and other SNS users and photography enthusiasts, as a “square-format instant camera for easy, casual and creative photographic enjoyment.”
The SQ10 is packed full of features for simple operation in photo shooting to printing, such as a symmetrical design with dual shutter buttons that can be easily pressed with either right or left hand, intuitive image-editing and processing operations, and LCD screen that displays the progress of print output. The camera has been selected as one of the Good Design Best 100 not only for its exterior design, but also for its advanced performance, ease of use and user interface that delivers comfortable operability.

The SQ10 WHITE keeps the SQ10's quality feel and elegant design in a flamboyant Pearl White body, in contrast to the chic and sophisticated look of the original black version. Making full use of its ten Filters, newly-added Partial Color function with the choice of six colors, 19-step vignette control and brightness adjustment, will broaden the possibility of photographic expressions, adding a creative and artistic edge to your photography.

Fujifilm will continue to broaden the world of the instax series of instant cameras, while communicating the intrinsic photographic values of shooting, preserving, displaying and gifting photo images.

• * Best 100 of Good Design Award winners that have received particularly high commendation from juries.
  The Good Design Award is Japan's only comprehensive design evaluation and promotion program introduced by the Japan Industrial Design Promotion Organization (today's Japan Institute of Design Promotion) in 1998, based on the Good Design Selection System (or G Mark System) established by the Ministry of International Trade and Industry (today's Ministry of Economy, Trade and Industry) in 1957. The program has been run for over 50 years to promote excellent designs that facilitate industrial development and enrich our lives.
• ** A function that produces a monochrome picture that retains colors only in a specific color range (red, orange, yellow, green, blue, purple)
  The function will be available in the SQ10, released in May this year, through a firmware update in mid-November.
• *** Instagram is a trademark or registered trademark of Instagram, Inc.

1. Product name

Hybrid instant camera, “instax SQUARE SQ10 WHITE”

2. Release date

November 17, 2017