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.

• Free Cappuccino & Cocoa: March 22, 28, 29, April 4, 10:00AM – 6:00PM No registration needed