Freestyle Camera

6400 Sunset Blvd.
Hollywood CA 90027
call (800) 292-6137
www.freestylecamera.com

MORE FREEDOM FOR FREESTYLE

Moving is never easy, but for Eric Joseph, general manager of Los Angeles-based mega photo-supply shop Freestyle Camera, the prospect of larger digs is one he’s looking forward to—very much. "The fact is, we’ve simply outgrown the building we’ve been in for more than 30 years. There isn’t room to stack one more product in here," says Joseph." And we’ll be able to do so much more—that’s what space affords you."

Growing in space from 14,000 square feet to a sprawling 47,000-square-foot building in the heart of the Hollywood Photo District, Freestyle will be adding a new separate retail store set to open in the summer, which is larger than the entire previous locale. Originally a surplus supplier of photographic products started after World War II, Freestyle has evolved into one of L.A.’s sources for all brands of photo and graphic-arts supplies, including cameras, film, lighting, grip and pre-press materials.

The shop’s client base is a wide as its stock, from educational institutions, photography students and amateurs, to professional photographers, industrial accounts, darkroom enthusiasts and small graphic-arts print shops. Photographers like Phil Stern, James Wood and actor Jeff Bridges, as well as the Art Center College of Design, are all regular customers. "Our employees do not work on commission, so clients are not being hustled to buy what they don’t need," Joseph explains, adding that the employee roster at Freestyle will increase from 73 to 100 full-timers by the end of the year. "We purchase lots of stock, and that buying power allows us to offer competitive pricing and other services photographers look to get from us."

Additional services planned for the new location include a gallery space featuring the work of local artists; ongoing product demonstrations and seminars; Internet access for customers; regular showcases for the photo industry, concentrating on information and instruction; a new minilab; and a hands-on digital service bureau for output and retouching.

In keeping with the massive redevelopment of Hollywood currently under way, Joseph says the new Freestyle will play its part and more in helping to bring back the history and vitality of a once landmark neighborhood. "We’re proud to be here at a time when Hollywood is making a comeback to help supply new jobs to the community and reach out to young inner-city photographers," says Joseph. "The new facade we’re planning for the building featuring the Hollywood icons photographed by Phil Stern will say it all—we’re glad to be moving."

—Joel Newman