The Magic Behind Santa’s Grotto: How FUJIFILM Brings Christmas Stories to Life

Christmas is fast approaching, and as the air turns crisp, meeting Santa starts to cross every child’s mind. And maybe a few adults’, too… 

This Christmas, FUJIFILM House of Photography invites children and adults alike to step inside the snow-dusted dreamscape of Santa’s Grotto. Immerse the family in a world of wonder at the PHOTO by Fujifilm concession, which can be found in Primark, Birmingham or at the FUJIFILM House of Photography in Covent Garden for a Santa’s Grotto London day out. 

The interactive Christmas grotto experience is designed to spark imagination and capture the true magic of the season. Read on to discover the wonders you can find inside…

Images shown are from previous Grotto editions. The structure and design may differ for the Grotto 2025 edition.

Step into a winter wonderland with FUJIFILM’s Santa’s Grotto

For the second year running, FUJIFILM’s Santa’s Grotto returns for yet another enchanting experience. Walk through a landscape of snow-topped trees, cheerful nutcrackers, and the bustling activity of Santa’s workshop. 

Along the way, families can explore twinkling displays and playful, interactive zones before meeting Father Christmas himself. Children are invited to spend a few magical minutes with Santa, share their Christmas wishes, and take home a special toy.

What makes FUJIFILM’s Santa’s Grotto so special?

FUJIFILM aims to create memories families can hold on to for years to come. 

Inside the grotto you’ll find the Elf Workshop, where children can peek into scenes of Santa’s helpers busily making toys. There’s even a space for children to express their Christmas creativity with the DIY Christmas card station for festive, family creations. 

The grotto also features interactive photo booths and funhouse mirrors, amongst plenty of other whimsical scenery to explore. It’s the perfect day out to celebrate the start of the festive season.

What to expect on the day

Each booking includes a magical 30-minute experience, including a 3-minute meet and greet with the big man himself. Our team will be on-hand to help you stage the best festive photos, which will be available for purchase either individually or as part of various packages.

Where to visit FUJIFILM’s Father Christmas

FUJIFILM House of Photography has two magical locations that families can visit for bundles of seasonal fun. Choose from the Christmas Grotto in London and or Birmingham’s Santa’s Grotto in Primark. Each Santa’s Grotto offers its own unique twist, both promising an unforgettable chance to meet Father Christmas.

Santa’s Grotto, Covent Garden, London

Nestled inside the FUJIFILM House of Photography, right in the heart of Covent Garden, this Santa experience in London is something the children won’t forget. The recently renovated flagship store transforms into a multi-sensory Christmas hub, bringing together creativity, photography, and festive fun.

Santa’s Grotto, Primark PHOTO by Fujifilm concession stand, Birmingham

If you’re not near London, don’t worry, because the festive magic doesn’t stop there. Inside the PHOTO by FUJIFILM concession at Primark in Birmingham, families can enjoy a cosy Santa’s Grotto Birmingham experience. 

The Birmingham Grotto captures the spirit of storytelling and creativity, bringing FUJIFILM’s love of photography and festive fun together.

Who is the FUJIFILM Christmas Grotto for?

The FUJIFILM festive adventure is a magical day out for both little ones and big kids at heart. Children can immerse themselves in seasonal activities, while adults enjoy the sparkling Christmas scenery and countless photo-worthy moments. 

Each ticket includes admission for one child and up to two adults, making it the perfect family Christmas treat. Please note, if more than two adults per child will be attending the experience, additional tickets will need to be purchased.

Create festive keepsakes to treasure with FUJIFILM prints

There’s no better way to keep the Christmas magic alive than by turning your festive moments into memories. At the FUJIFILM Santa’s Grotto, every corner is an opportunity to capture festive joy in photo-form.

Christmas selfies 

Throughout the experience, you’ll encounter multiple opportunities to take seasonal snaps. 

After experiencing the Grotto and taking your picture with Santa, please be sure to check your images on a magical contact sheet printed in the gift shop area before you exit. There, you can select your favourite photo to be printed in a beautiful bauble, choose from selected festive photo packages, and much more.

Children’s crafts

The grotto is sprinkled with fun crafts for children to enjoy, including a chance to write a letter to Santa, which they can then either post or take home. There are also plenty of other seasonal activities, such as drawing and card making for heartfelt family keepsakes.

Professional photo with Santa

No visit to Santa’s Grotto would be complete without a memorable photograph. Guests can choose from the following options to take the magic home:

• A special 6 x 8 image in a winter sleeve
• Digitally-sent images
• Premium package: 6 x 4 snowframe, 6 x 8 winter sleeve, photo bauble, photo snowglobe, and all digital photos.

You can also upgrade to one of our photo gifts, including mugs, cushions, and tote bags, for a thoughtful Christmas present.

Top tips for getting the best photos with Santa

Whether you’re planning to visit Santa in London or meet Santa in Birmingham, here are a few quick tips to make your photos truly magical.

1. Dress the part

Opt for something festive like cosy jumpers, Christmas pyjamas, or matching family outfits (we love red, gold, and green ourselves!). Bright colours and twinkly details look great in photos and can make your visit feel even more special.

2. Don’t chase perfection

You might want the entire family to squash into the frame, or a snapshot of just your child with Father Christmas. Whichever it is, the candid shots of a child’s giggle, Santa’s twinkle, or a surprised expression always make the most heartwarming photographs.

3. Enjoy the moment

Photos are wonderful keepsakes, but remember — the real magic is the experience itself. Be present, take it all in, and let our expert team handle the rest.

Extra ways to make your experience special

FUJIFILM Santa’s Grotto experience is located in the two bustling cities of London and Birmingham, which are perfect locations for a full day filled with Christmas activities and memories. 

Turn it into a festive day out

After you visit Santa’s Grotto, explore Christmas markets, see dazzling light displays, or stop for a hot chocolate at a cosy cafe. You can even print your photos from the day at our store before heading home to expand your festive photo album as a fun, festive, budget-friendly family activity.

Turn your experience into a photo book

Remember the magical grotto experience by collecting any Christmas selfies you snapped and create a fun, Christmas-themed photo album. It’s a wonderful way to flick through best-loved memories every time the season rolls around.

Ready for a festive adventure? Book your Christmas Grotto tickets with us today

Everywhere you look at the FUJIFILM Santa’s Grotto, there’s something to excite the whole family. Plush sledges, oversized gifts, twinkling lights and, of course, the magic of meeting Santa himself. 

Wonder at the interactive experiences, beautiful décor, and enjoy plenty of opportunities to capture festive photos.

Book your tickets today for the Father Christmas London Grotto or Santa's Grotto in Birmingham, and get ready for the merriest time of the year with FUJIFILM Christmas.