For three days, 17–19 October 2025, Sony Alpha Fest ’25 turns Level 1 of Plaza Singapura into a pocket tour of Japan’s seasons, each set built to be photographed, filmed and fussed over.
The festival will be a hands-on proving ground for Sony’s latest gear and a crash course in seeing better.
The festival opens with a headline for macro lovers: the FE 100mm F2.8 Macro GM OSS goes on pre-order from 17 October, with a dedicated shooting set so you can test its party trick; 1.4× maximum magnification natively, up to 2.8× with an optional teleconverter.
Early birds get Collector’s Edition hot shoe covers (Macro, Food, Portrait, Nature) and a G Master premium gift set (worth ~S$160).
Sony has pitched the sets with thought. Spring is all soft light and bloom, perfect for testing colour roll-off and skin-tone nuance. Summer Matsuri throws motion, pattern and pockets of contrast at your autofocus. Autumn Alleyway delivers warm palettes and layered depth for street framing, while Winter Onsen adds steam, reflection and mood, ideal for experimenting with flare control and dynamic range.
Each zone is a gentle nudge to switch lenses, adjust angles and, sometimes, stand still long enough to let the shot come to you.
Gamifying discovery, the Activity Card sends you zone-hopping with mini briefs: film a short autumn cinematic clip, shoot vibrant spring portraits, go on a telephoto hunt, and share your take on social. You’ll also cast a vote for your favourite Alpha Universe SG Photo Contest finalist and, if you’re new, plug into the Alpha Universe Singapore community.
Workshops are where the festival earns its stripes. Seventeen sessions range from foundational to finessed, led by working pros who talk like practitioners, not product sheets. Tavepong Pratoomwong brings his signature eye for juxtaposition to the floor. Add Street Photography 101 with Nikko Pascua and Product Videography 101 with Thomas Goh, and you’ve got a curriculum designed to sharpen instincts.
There will be an interactive photo contest, creative challenges, and a grand lucky draw dangling some of Sony’s most coveted toys.
Sony Alpha Fest 2025 will take place at Plaza Singapura, Level 1 (68 Orchard Rd). Friday, 17 Oct: 2–9pm; Sat–Sun, 18–19 Oct: 10am–9pm.
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