A HIGH street photography chain has opened one of its first new look stores in Oxfordshire in the hopes of capitalising on a ‘photo revolution’.

Jessops has set up in Didcot Sainsbury’s with a new concept that will focus more on printing some of the one trillion pictures being taken each year.

The chain’s new shop will ditch the usual cameras and hardware for frames, albums and other personalised gifts that customers can print their favourite photos on to.

It aims to ‘set photos free’ from phones, memory cards and social timelines.

The chain’s retail director, Scott Worger, said: “More than 95 million photos are uploaded to Instagram each day – yet we keep forgetting to print our photos.

“With our new store we want to inspire customers to finally release their favourite photos from the cameras and phones they are trapped in.

“For many, one of the most thoughtful and sentimental gifts you can receive is a favourite photo presented beautifully in a frame.

“It is this idea that lies at the very heart of our new store concept. We are incredibly excited about the reopening and hope customers will pop in to try out our new gift printing services.”

An official ribbon cutting ceremony took place at the store yesterday and it will now be open from 9.30am until 6pm Monday to Saturday and 10am to 4pm on Sunday.

Jessops has trained ‘Photosmiths’ to advise customers on the best printing solutions for their photos and is also offering to print pictures within one hour.

It promises direct printing from mobile phones and being able to print on to cushions, make-up bags, notebooks and puzzles.

Customers who do want to purchase hardware will still be able to make orders and use a click and collect service.

The photography chain, started in 1935, has continued to recover since it collapsed into administration and announced it would close 187 stores in 2013.

The Didcot store is the second to trial the new concept.