DJI and Hasselblad Open Flagship Store in London, Offering Unique Drone Flight Experience

According to a recent report from Digital Camera World, DJI and have launched a new flagship store in the heart of London, offering drone enthusiasts and photographers a hands-on experience with the latest tech.

Fly Before You Buy: In-Store Drone Testing

The store's standout feature is the ability for customers to test-fly drones indoors, thanks to its high ceilings. Retail Director Allen Lu highlighted the popularity of this feature, with the 2 drone already putting smiles on potential buyers' faces.

“We were able to let customers try out drones in the store, including the Avata 2 FPV – which was putting a smile on the face of a prospective customer next to us as we spoke,” Lu stated.

More Than Just Drones

While drones are a major focus, the store also caters to photography enthusiasts. Visitors can get hands-on with Hasselblad's latest offerings, including the X2D 100C medium format camera. The store pays homage to Hasselblad's rich history with displays of vintage equipment and literature.

Location and Services

Situated at 52 Regent Street, where it meets Piccadilly Circus, the 1,550 sq ft store is open daily from 10 AM to 9 PM (12 PM to 6 PM on Sundays). It offers:

  • One-on-one shopping with specialists
  • On-site purchasing and collection
  • Trade-in options for eligible devices
  • Expert advice on accessories
  • Live streaming, demos, and product training

Growing Retail Presence

This London location marks DJI's second UK store, following a successful opening in Birmingham. The company has also recently established a presence in , indicating a growing focus on brick-and-mortar retail experiences.

DroneXL's Take

The opening of this flagship store in London represents a significant step for DJI and Hasselblad in providing immersive, hands-on experiences for drone and camera enthusiasts. By allowing customers to test-fly drones in-store, DJI is addressing one of the biggest hurdles in drone purchasing – the fear of the unknown. This approach could potentially increase consumer confidence and drive adoption of .

Moreover, the store's location in one of London's busiest shopping districts suggests that DJI sees drones becoming more mainstream. As regulations around drone usage continue to evolve, having a physical presence where people can learn about safe and responsible drone operation could be crucial for the industry's growth.

This retail strategy aligns with recent trends we've seen in the , where consumer-friendly models like the Pro have seen strong sales. By combining high-end photography equipment from Hasselblad with DJI's drone technology, this store could become a one-stop-shop for creators and tech enthusiasts alike.

Photo courtesy of Future.

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Haye Kesteloo
Haye Kesteloo

Haye Kesteloo is the Editor in Chief and Founder of, where he covers all drone-related news, DJI rumors and writes drone reviews, and, for all news related to electric vehicles. He is also a co-host of the PiXL Drone Show on YouTube and other podcast platforms. Haye can be reached at haye @ or @hayekesteloo.

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