Fujifilm brings festive joy to Birmingham with the launch of its Santa's grotto experience at Primark, offering families an unforgettable Christmas adventure.

Fujifilm is set to launch Santa’s Grotto photo experience in Primark which is located on the High Street in Birmingham city centre.

The purpose of this interactive area is to provide families across the Midlands a chance to capture magical Christmas memories.

The experience promises to offer interactive adventure for the whole family, guests visiting the Grotto will be transported to the heart of the ‘North Pole’ where they can meet Santa and enjoy festive photo moments to create unforgettable memories this Christmas.

This experience is set to launch from 14th November until 24th December. So far, the dates are bookable between 11.00-17.30 on selected days.

Families should be able to book tickets now and they can be purchased here.

The 5 minutes with Santa Claus, access to the experience and a gift for the children and a professional image taken which you will have the option to purchase.

The Birmingham FUJIFILM Christmas Grotto includes:

A meet-and-greet with Santa, who will hand out gifts to children
Access to the festive experience and interactive touchpoints
A professional image taken that guests will have the option to purchase

Theo Georghiades, General Manager – Imaging Solutions, Fujifilm UK said:

“Capturing lasting memories through photography is so important at Christmas, whether sharing a meal with the extended family or when the kids meet Santa for the first time. As the go-to brand for picture taking and making, we’re thrilled to be bringing our Santa’s Grotto back to London and to be expanding to Birmingham. We hope our guests of all ages have a wonderful time getting creative this Christmas, as they interact with all the different activities.”

Each session allows adequate time for guests to take their best festive pictures, with cheerful elves and expert photographers on hand to help capture all the best angles.