Camera retailer Jessops is to open a new store format in Birmingham at the end of the month.

Dubbed a ‘centre of excellence’, the 4,000 sq ft store has been designed to provide a more interactive experience.

It features new in-store areas including ‘Create’, a digital photography studio (pictured).

Marketing and ecommerce director Sean Emmett said: “The aim is to sell a complete photographic experience rather than just being a place where people buy cameras.”

Emmett said that the store represents a move on from its newest stores, in Milton Keynes and Nottingham, and that another would be opened in Manchester later in the year.

The store design was created by Dalziel + Pow.

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