More than a camera shop, Newoldcamera is, at its core, a celebration of photography. Founded in Milan by Ryuichi Watanabe, it feels less like a retail space and more like an old-world workshop — warm, familiar, and profoundly human.
Its name, Newoldcamera, couldn’t be more fitting. It reflects the essence of this unique place, where history and future, passion and precision, come together. Cameras are bought and sold with love, care, and expert attention. The staff — a mix of skilled technicians and deeply knowledgeable employees — embody the shop’s philosophy: thoughtful, dedicated, and always ready to share their experience.
In an era of impersonal e-commerce and rapid transactions, Newoldcamera defies the trend. They ask, “What can we do for the future?” Their answer: remain human.
They offer something the internet can’t: true personal connection. And they remind us that photography, like any art, is a deeply human act. Through those bonds — between people, stories, and images — culture stays alive.
Ryuichi Watanabe, presents Camp Erech, the book in the casket
A Shared Vision of Photography’s Role
The team at Newoldcamera approaches photography not merely as a business, but as a cultural force. They understand the importance of preserving and sharing visual history — not as nostalgia, but as a way to move forward and open new windows on the world.
Today, anyone can take and share images instantly. But Newoldcamera asks the real questions: Why do you want to photograph? What is your relationship with the image?
These are the same questions we ask ourselves at Ayzoh!. While others might shoot for awards or recognition, we reject the idea that human lives can be judged, compared, or ranked. Our work is not for galleries or critics. It’s for the communities we live with, the people whose voices we help carry. We are not at the center — they are.
This shared vision is why we feel so connected to Newoldcamera. We both believe that photography must be rooted in purpose. Why do you take this photo? Who does it serve? What sense does it make?
An Invitation to Learn and Grow
Newoldcamera offers more than gear. It’s a space to reflect, to create, to learn, and to grow. Their magazine, NOC Sensei, stands as a testament to their dedication to photographic culture — and we’ve been honored to be part of its pages.
The name Sensei — “the one who has gone before” in Japanese — captures the spirit perfectly. In this shop, everyone becomes both teacher and student, learning through dialogue, exchange, and presence.
Since our very first visit, they’ve embraced Ayzoh! and our work with open arms. They’ve offered support without expectations. In all these years, we’ve only bought one camera from them. We’re not gear chasers — we use only what’s essential and push our tools to their limits.
And still, they’ve never turned us away. They’ve given us space to breathe, to think, to shape ideas — and, sometimes, simply a place for a good conversation.
In Newoldcamera, we’ve found more than friends. We’ve found a refuge. A place where the human touch prevails. Where photography is not about competition, but about connection, resistance, and the quiet power to reveal the hidden corners of our world.
