If you were at PhotoPlus Expo last month, you probably noticed WhiteWall's booth, filled with the myriad number of print products they offer. What you might not have known is that, in conjunction with the show, the Berlin-based photo lab also premiered its New York City showroom. I was fortunate to be among the first to visit the SoHo showroom and LUMAS Gallery and was immediately impressed with all that it had to offer.
Downstairs you'll find a showroom with samples of substrates, mounts, frames, etc. from which you can browse, choose and immediately place your order. Full-time consultants are available for assistance and they're ready to help you select your order—whether you want prints, photo books or photo gifts—and they can also help you place those orders online from the in-store kiosks.
The ability to actually see (and touch) samples allows photographers to be better informed when putting together print and product orders for clients. And if you're worried about shipping from Germany, that's no problem; most orders are delivered within ten days or less and standard shipping is quite affordable (you can check shipping costs and delivery times on the site).
Head upstairs and you'll see the LUMAS Gallery where WhiteWall has displayed museum-quality artwork hung in a gallery setting. (WhiteWall produces all of the artwork for the 40+ LUMAS Galleries around the world.) In the gallery, you'll find a wide range of work from photographers like Barbara Bordnick and Karsten Staiger, among others, and you'll have the opportunity to check out the many options for your clients displayed in a beautiful environment.
Perhaps one of my favorite print styles in the gallery is WhiteWall's ultraHD Photo Prints on Fuji Crystal DP II. These prints are stunning—beautifully rendered images with exceptional detail and color. (You can read more about the process on the WhiteWall site and Senior Technology Editor Greg Scoblete's write-up.) Seeing these prints reminded me of the first time I saw HD television, which had such exceptional clarity that it took my breath away. They're available in a variety of sizes from 4 x 4 inches (which costs a mere $7) to 66 x 44 inches (for about $153). Custom sizes and frames are available as well. I also liked their acrylic products, especially the ultraHD print under glass.
Located in SoHo at 474 West Broadway, the showroom and gallery are open from 10 a.m. to 7 p.m. Monday to Saturday, and from noon until 6 p.m. on Sundays. If you're in NYC—even if just on a visit—it's worth a trip downtown to check out the showroom and the gallery. And New York-area photographers will want to pay a visit to get an in-person look at all that WhiteWall offers.