For three weeks, Sigma’s SoHo space becomes a place to see, hold, and experience their latest cameras and lenses — alongside a curated program of talks, workshops, and photo walks led by Sigma Ambassadors and accomplished creators.

What to Expect:
Discover the Sigma BF - Meet our radically simple full-frame camera, the Sigma BF — designed around clarity, restraint, and direct engagement with the act of seeing. Experience its interface, handling, gorgeous color modes, selection of matching lenses in person.

Explore the Latest Lenses - For photographers, filmmakers and content creators alike, browse our latest Art, Sports and Contemporary lenses, and explore the thinking behind our 64 years of optical design and craftsmanship.

Sigma First Lens Lab - Want more? Go one-on-one with our lenses and Sigma experts, available daily 12-5 (except Mondays). Our technical team will be available to guide you through focal lengths, use cases, and creative possibilities.

Talks & Workshops - Throughout the month, Sigma Ambassadors and creators will lead small-group conversations and practical workshops covering portraiture, landscape, travel, visual storytelling, and building a creative career.

Photo Walks - Explore New York City with Sigma Ambassadors. These guided walks focus on observation, composition, and learning how different lenses shape perspective in real time.

Sigma Foundation - Learn more about Sigma’s latest international initiative to support the visual arts, and the photographers who have participated in our first series of photo books, Sølve Sundsbø and Julia Hetta.