Japanese camera brand Sigma showcases its radically reimagined BF camera and new visual identity at this immersive Nolita pop-up. Get hands-on with the elegantly crafted 24MP full-frame camera carved from a single aluminum ingot, plus the groundbreaking 300-600mm f/4 lens—the first of its kind.

The space features a curated photography exhibition shot entirely on the Sigma BF, plus daily opportunities to meet with Sigma team members and test the latest gear. Weekend meet-and-greets with special guests round out the programming.

Highlights:

• First U.S. look at the Sigma BF camera (available in silver and black)

• All-metal I series prime lenses

• Photography exhibition by esteemed photographers

• Free admission (advance tickets recommended)

• Special events: Free headshots (March 27) and closing celebration (March 28)

Perfect for photographers, camera enthusiasts, and anyone curious about where camera design is headed.

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