From now on, you’ll have to say Picto Paris or Picto New York. The famous photo lab is expanding internationally—and not just anywhere: in the heart of Manhattan.
More than just a brand name, Picto stands for quality and its name is associated with the giants of photography: historical figures such as Robert Capa, Henri Cartier-Bresson, Magnum Photos as well as contemporary photographers such as Valérie Belin and Peter Lindbergh. Since the reputation of Picto extends far beyond France’s borders, it is quite logical that the company should export its know-how to other corners of the world. And this is what’s happening in New York, in the heart of Manhattan, a few blocks from the Empire State and Flatiron buildings: a nice nod to photography, since these two iconic structures have always fascinated photographers. So that’s where Picto has made its new home after having opened, in June 2015, its forerunner luxury studio. “Picto’s reputation in the States allows us to start from a position of confidence, which is not insignificant,” emphasizes Edouard Beaslay, CEO Picto New York.
A service desk that privileges human relations, exchange, and dialog—qualities so crucial to photographers who come to Picto precisely for customized service—is enhanced with American version of Picto Online. Its success in France has demonstrated the need for this type of service among both professional and serious amateur photographers. As in France, Picto will provide top-quality services accessible to every American, whether residing in California, Florida, Texas, or Illinois. Picto has carefully adapted its online offer to the specific demands of the American market, as Julien Alamo, Picto Online USA project leader, explains: “Americans are fond of Plexiglas and Canvas transfers and HD Metal Prints, services which are only partly offered in France. In the States, they are a must.”
Picto has located a laboratory in New York with which it has joined forces to guarantee the same quality of images as in France. “It is important to remain exigent since the work we do for professionals, whether photographers, institutions, or festivals, is our signature,” further explains Edouard Beaslay. It is clear that Picto is true to its roots, and this new page in the history of a brand which will be celebrating its 67th anniversary next year is a proof of its desire to adapt to the changing demands of an international, globalized world. “Picto Online is not about to transform us into a factory. We continue to work as artisans, which is why it is important to have a physical location in New York, a city which is a gateway to a big share of the American market. A brick-and-mortar shop guarantees daily encounters with photographers and keeps us tuned in to their needs and and of finding the right solutions,” concludes Julien Alamo.
Sophie Bernard
Picto New York
1115 Broadway, 11th Floor,
Suite 1115
New York, NY 10010
