Sony FE 100mm F2.8 Macro GM OSS lens

Kicking off Sony Alpha Fest ’25 with the availability of Sony’s brand new FE 100mm F2.8 Macro GM OSS lens for pre-order starting on the same day. 

Attendees will be the first to experience the first G Master medium telephoto macro prime lens with 1.4x max magnification, and up to 2.8x with optional teleconverter within a dedicated shooting set. Throughout the three-day event, you can look forward to workshops, expert talks, shooting experiences, complimentary sensor cleaning, as well as lucky draws and promotions. 

Discover Seasons in Japan through the Lens

For those who love travelling to Japan, this year’s “Seasons in Japan” theme will be of great interest to you! The heart of Plaza Singapura is transformed into an immersive journey across spring, summer, autumn, and winter. 

You can step into a Spring Garden, vibrant with blooms and natural light, or experience the festive atmosphere of a Summer Matsuri, complete with traditional elements that bring Japan’s energy to life. Visit the Autumn Alleyway for its warm tones and rustic textures that create the perfect backdrop for street-style captures, and Winter Onsen adds character to the overall space. Each seasonal zone invites you the creator, to test Sony’s latest imaging gear in unique and photogenic settings.

Learn from Experts

At the hear of Alpha Fest ’25, it’s about building skills. There are seventeen specially curated workshops designed to inspire both budding photography enthusiasts and seasoned professionals. Alpha Fest ’25 line-up features international guest speaker Tavepong Pratoomwong, an award winning street photographer and Sony Alpha Professional renowned for his masterful juxtaposition. 

There are two workshops – Street Photography 101 with Nikko Pascua and Product Videography 101 with Thomas Goh – designed to stimulate your creative eye and learn through practical lessons. Participants at the workshops have direct access to industry practitioners, not only will they gain inspirations, they also walk away with hands-on tips that they can immediately put into practice. 

Community, Rewards, and More

More than just an event, attendees at Alpha Fest ’25 can engage in an interactive Photo Contest, test their skills in creative challenges, and enjoy exclusive perks. From daily gifts to a grand lucky draw featuring Sony’s most sought-after products, participants are rewarded for their passion and engagement.

Visitors can also enjoy complimentary sensor cleaning services throughout the event, ensuring that their cameras are always ready capture the perfect moment shot.

Activity Cards

To further enhance guest engagement, attendees are encouraged to fill up an activity card by exploring different zones while completing a series of fun, photography-inspired tasks. 

From filming a short cinematic clip capturing the warmth of autumn, to snapping vibrant spring portraits, spotting subjects in a telephoto hunt, and sharing their experiences on social media, guests will be fully immersed in the creative possibilities of Sony’s digital imaging equipment. 

Attendees will also have a chance to vote for for their favourite Alpha Universe SG Photo Contest finalist and join the growing Alpha Universe Singapore community, making Sony Alpha Fest ’25 not just an exhibition, it’s an interactive celebration of creativity, connection, and community. 

Sony Alpha Fest ’25 Event Details

Date: Friday 17 October 2025 (2pm – 9pm) | Saturday 18 October to Sunday 19 October 2025 (10am – 9pm)

Location: Plaza Singapura, Level 1, 68 Orchard Road, Singapore 238839

For more information on Sony Alpha Fest ’25 and register for the expert talks, please visit https://www.sony.com.sg/microsite/AlphaFest/index.html 

Early Bird Special Promo for FE 100mm F2.8 Macro GM OSS lens

If you are planning to get the Sony FE 100mm F2.8 Macro GM OSS lens, there is a early bird special promo!

Date: 17 October 2025 to 17 November 2025

Exclusive Free Gifts:

• Collector’s Edition Sony Hot Shoe Covers (Marco, Food, Portrait, Nature) [Limited Edition]
• Exclusive G Master Premium Gift Set (worth S$160)

* Information and pictures courtesy of Sony Electronics (Singapore and Brand Cellar *

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The Sony World Photography Awards is a definitive platform for the celebration and discovery of contemporary photography. Since they first started in 2007, the Awards has recognised the seminal images and stories that shape our visual language and is one of the most prestigious photographic awards programmes in the world, providing global exposure and new opportunities for photographers. 

Organised by Creo, the Sony World Photography Awards form the core part of Crew’s photography programming strand, the World Photography Organisation. Sony supports the Awards to help the continued development of photographic culture by giving a global platform to today’s talent. 

Sony World Photography Awards Competitions

Photographers worldwide, you are invited to submit to the Sony World Photography Awards four competitions:

• Professional: Celebrating outstanding series of work between five to 10 images across 10 categories
• Open: Rewarding the best single images of the year across 10 categories
• Youth: Championing images by emerging talent aged 19 and under
• Student: Highlighting the projects of photography students across the globe

There are also additional photography awards initiatives such as 

• National & Regional Awards
• Latin America Professional Award
• Japan National Award
• Alpha Female Award
• Sustainability Prize

Entry to the Sony World Photography Awards is free. Photographers submissions are judged anonymously by a panel of industry leading judges. 

Insights

This was introduced in the 2025 Professional competition, it’s back for a second year. Insights is n additional prize element that sees the 10 category winners joining a day of tailored sessions in London with leading industry figures. 

From a range of commercial and institutional backgrounds, these experts offer photographers specialised guidance on ways to continue to widen their platform, and to find new opportunities to showcase their photography works. Other areas would be insights into private collectors of photography, to sessions on photo book publishing, and behind the scenes access to the acquisition process of public collections.

Student Competition Brief: Together 

For this year’s Student competition, photographers are asked to respond to the brief Together. 

Togetherness can take on many different meanings, shapes and forms. This is a subject rich for exploration. Throughout history, photographers have looked at life in communities in both the human and the natural world, taking into consideration the ways individuals exist as members of a group. 

For this year’s brief, students are invited to explore the theme of togetherness from any angle that they choose, looking at the concept in the broadest sense. From intimate stories of camaraderie, to big and small communities working towards shared goals, to places and spaces that bring us together, and patterns of connection in the natural world – This brief “Together” invites students of photography to consider the innate need for sociality in all living beings. 

Images can be taken on any device, shot in any style, and they can be approached from any angle. While creative responses are encouraged, photographers MUST stick to the brief.

Sony World Photography Awards 2026 Prizes and Deadlines

The Sony World Photography Awards now open for submissions from 1st June 2025. For full competition and category description, please visit https://www.worldphoto.org/ 

Submission Deadlines

The submission deadlines for the Sony World Photography Awards four competitions are as follows:

• Professional: 13 January 2026, 13:00 GMT
• Open: 6 January 2026, 13:00 GMT
• Student: 28 November 2025, 13:00 GMT
• Youth: 6 January 2026, 13:00 GMT

Prizes 

All category winners of the Professional, Open, Youth, and Student competitions will receive digital imaging equipment from Sony. 

In addition, cash prizes of USD$25,000 will be presented to the Photographer of the Year, USD$5,000 to the Open Photographer of the Year and USD$5,000 to the winner of Sustainability Prize. 

The winner of the Photographer of the Year title will also be rewarded with a solo presentation of their work as part of the Sony World Photography Awards exhibition in London the following year. All winning and shortlisted photographers’ works will be exhibited at the annual Sony World Photography Awards exhibition in London and will toured internationally. The winning images will also be published in the annual Awards’ book.

* Information courtesy of Sony Electronics (Singapore) and Brand Cellar *

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