spain – Fujifilm Corporate Blog

New Fujifilm Office in Madrid

What an exciting day for our colleagues in Spain – last week’s opening event of Fujifilm’s new office in Alcobendas, Madrid. Both Toshi Ida, President and Managing Director, FUJIFILM Europe GmbH, and the Managing Director of Fujifilm Iberia, Pedro Mesquita, served to officially open Fujifilm’s new facilities. During the event, a press conference was held with healthcare and economic media journalists attending Toshi Iida’s presentation. The Madrid office is the most important in the Iberia region, after the also newly renovated headquarters located in Barcelona, embracing all the company’s areas of work: Healthcare, Photography and Graphic Communication, industrial materials and solutions, business innovation, etc.

Did you know that the most essential area for Fujifilm in Spain is healthcare? During a presentation that day, Toshi Ida confirmed the fact that Healthcare accounts for 45% of business in Spain, compared to 32% worldwide. Overall, all the Fujifilm divisions worldwide recorded almost 18.4 billion euros in annual turnover in March 2022. Of which 82 million euros were generated in the Spanish market, showing its importance.

El Camino with the Fujifilm X100S

Danny Fernandez decides to combine three of his passions: travel, cycling and photography by taking on The Camino de Santiago with his FUJIFILM X100S.

The Camino de Santiago (also commonly known as ’The Way of St James’, or ‘El Camino’ in Spanish) is the name given to the pilgrimage routes that start all over Europe, but all lead to the same destination: the Cathedral of Santiago de Compostela in Galicia (Northwest Spain).

By Danny Fernandez

Since moving to Spain in 2011, I had heard many people talking about doing ‘El Camino’, and each of them saying how incredible the experience is (life changing for many). For the past few years, it has been on my ‘to do’ list, and this August, I decided to combine three of my passions (travel, cycling and photography) and see what all the fuss is about!

The first choice I had to make (although it wasn’t really much of a difficult one) was whether I should walk, or cycle. As a keen cyclist, the choice was simple; I would do a cycle tour. By cycling, it also meant that I could see much more of the coast in a shorter time, and also easily take detours if I wanted to explore the area.

The second choice that I had to make was which camino to do. It was a toss up between the most popular, but easier and better facilitated route; the Camino Frances, or the more difficult and less crowded Camino del Norte. I decided to do the ‘Camino del Norte’. This is the route which follows the northern coast on Spain. I chose to do this route as I had heard it is the most beautiful but also one of the most difficult routes due to all of the mountains! I decided to start in the beautiful coastal town of Castro Urdiales (50km west of Bilbao), and had approx 17 days to cycle the 780km to Santiago de Compostela.

The third choice that I had to make was where I would stay. Typically walkers (commonly known as Pilgrims during the camino) stay in Albergues (which is like a simple hostel, solely for pilgrims). However, cyclists get the last priority of beds in Albergues (walkers first / those on horses – yes, horses – second / cyclists third). As I had no guarantee of a bed, I decided to bring a tent and camp where possible.

My Way

There seem to be as many reasons for doing the camino, as there are pilgrims. I met people from all walks of life, including entire families, married couples, adventurers, grandparents and even one guy who had walked out of his front door – in the Netherlands – 11 months ago, and is still walking now!

At the start of my camino, I overheard people saying things like “The Way gives you what you need”. I rolled my eyes and blew this off as some hippy thing, but after 17 days of cycling, I agreed with this.

I think that the nature of any repetitive action (in this case ‘wake up/eat/cycle/sleep/repeat’), gives you a lot of – almost meditative – headspace, and can teach you all sorts of things about yourself. I had a lot of time to ponder on things (I was, after all, cycling by myself for on average 5 – 8 hours a day).

I also feel that the challenges taught me a lot about myself, and man, there were challenges! It was way more difficult than I could imagine. Some days I would battle a constant uphill mountain for more than 2 hours without escape. On average, I was ascending and descending between 800 – 1000 metres of altitude a day. And when it’s 32 degrees, and your loaded bike weights 30kgs, you feel every meter.

Before starting, I expected to have many highs, and many lows (such is the beauty and the curse of solo travel), and the camino gave me both of these. I had extreme highs after making it through hours of rainy mountains to be rewarded with parted clouds over the most breathtaking views. And I had extreme lows when I questioned my reasons for this ‘stupid idea’ and was 90% sure that I was going to quit and just hang out on a beach for the remainder of my trip.

Each persons experience of the Camino is unique and I feel that if you listen, you can learn a lot about yourself during this journey.

Why I chose the X100s

I’m not sure if other photographers are like me, but I spend so much time in a constant debate over which camera equipment to bring before any trip.

Since selling my Canon gear 3 years ago and slowly building a collection of Fuji (X100s / X-T1 / X-T10 / XF16mm / XF35mm / XF56mm) I was fortunate enough to have the choice of what to bring for this trip.

I had narrowed it down to the X100s, or the X-T10 + XF16 and XF35 lenses. After changing my mind on a near daily basis, I eventually decided to simplify EVERYTHING on this trip, therefore I would only bring my X100s. I had previously spent 3 months backpacking around India with this camera and think it’s an incredible travel camera.

My reasons for bringing just the X100s was that I wanted simplicity. This was very much my philosophy behind the entire trip – to get away from every day life of choices and go back to basics (this was also the basis for my terrible decision of bringing only 2 pairs of socks for a 17 day cycle trip). I was clear that this was not a photography trip; it was all about the experience of the camino, and the X100s was always at hand to document it.

And if I had to choose only one reason why this is still my favourite travel camera, it’s because it doesn’t interrupt your experiences; but instead is there to complement them. Photography has taught me how to see, and when a camera fits in so seamlessly with your life, it can help deepen your appreciation of that moment.

Idi Probak – A traditional Basque rural sport

The Fujifilm X-T10 takes a visit to Basque Country to document a very interesting local event.

By Danny Fernandez

The Basque Country is an area spanning both Spain and France on the Atlantic coast.

In the past few years, I’ve been lucky enough to visit this unique Spanish region (what most people are referring to when they talk about the Basque Country) several times and have been able to learn a little about the culture, traditions and food; all of which are extremely rich.

On my last visit, I was able to join in the yearly celebration of ‘San Pedro’ (or ‘San Pedroko Jaiak’ in Basque). This is celebrated all over Spain, but this festival is especially important to the village of Boroa. Boroa is made up of 15th Century farmhouses, rolling hills of farmland and dense forests, but also has a pioneering industrial centre. Interestingly, Boroa has it’s own Michelin starred restaurant.

The Basque Country is a place with many rich, rural traditions (many dating back centuries), and they celebrate their heritage by keeping these traditions alive during special events throughout the year.

The climax of the Boroa’s San Pedroko Jaiak celebration is a traditional rural sport named ‘Idi Probak’ (which can be loosely translated to ‘Oxen Tests’) and takes place in Boroa’s village centre.

There are a few variations of this game (depending on the region in which it is held) but I will briefly describe the one which I saw.

The game involves two oxen dragging a rock (in this case, a 1800kg concrete slab) along the length of a cobbled track (named ‘proba toki’ – the length of this is typically from 22m – 28m). The oxen are guided by an ox-herder and a goader, whose job it is to steer both the oxen, and the rock along the track. They have 30 minutes to do as many lengths as possible, dragging the 1800 kgs behind them. The spectators bet on how many lengths the Oxen can carry the weight in 30 mins.

I heard that in the past, it wasn’t uncommon for the competitors to bet their harvest, their houses and even their land during this event!

The oxen are trained throughout the year in preparation of this competition, and are regularly taken for long walks in the hills and mountains as well as trained by dragging rocks.

During the evening of the event, the locals (and also those from neighbouring villages) come to watch the spectacle, socialise and end the night with traditional music and dancing.

The Basque country is a very unique place, full of natural and untamed beauty. The people are proud, the food is incredible and the landscapes are stunning.