Self-portrait studios

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In this article you will learn

• How self-service photography is changing the traditional studio business.
• What technology and equipment are used in PhotoSpace studios.
• How much capital is required to open a franchise location.
• What ongoing royalties and support services franchisees receive.
• How entrepreneurs can enter the growing self-portrait photography market.

PhotoSpace is a self-portrait photography studio concept developed by The Space, an Estonian company operating under Labyrinth VNV OÜ. Its business model offers an alternative to traditional photography studios by allowing customers to take professional-quality photographs themselves, without the presence of a photographer.

The studios are equipped with a specially designed mirror, a professional camera and lighting systems. Customers control the photo session using a remote control, choosing their poses and expressions at their own pace. The result is a private and relaxed photography experience suitable for individuals, couples, families and friends. The concept combines professional photographic equipment with a simple, technology-driven customer experience.

What makes the franchise distinctive is its relatively compact format and low investment threshold. Unlike conventional studios, which require photographers to be present during every session, PhotoSpace is designed to operate as a self-service business. This allows franchisees to focus on managing the location, customer acquisition and studio operations rather than providing photography services themselves.

The brand originates in Estonia, where The Space is headquartered in Tallinn. The company promotes its franchise opportunity to entrepreneurs interested in opening studios in their own cities. However, it does not currently publish a comprehensive international directory of operating franchise locations or a confirmed number of studios outside Estonia.

Investment and franchise opportunities

PhotoSpace offers entrepreneurs the opportunity to open a self-portrait studio through a franchise agreement. The application process begins with contacting the company and discussing the proposed location and business opportunity. 

The initial franchise fee is €1,000. According to the company's official offer, the total investment starts at €3,000. The initial fee includes the server, IT solutions, a dedicated website for the franchisee's city, advertising materials and local branding. The required photography equipment, including the special mirror and camera equipment, costs less than €1,000. Franchisees are also responsible for finding suitable premises and completing the necessary renovation work.

The ongoing royalty is 10% of revenue. The company does not separately specify additional recurring marketing or advertising fees in its published franchise offer. Candidates should therefore confirm whether any other charges apply before signing the agreement.

PhotoSpace does not publish verified average annual turnover, operating profit or detailed financial forecasts for its franchisees. The franchisor advertises an average payback period of six months, although this is a company-provided estimate rather than a guaranteed result. Actual financial performance will depend on location, customer demand, pricing, occupancy rates and operating costs.

Training, support and future development

The company provides support throughout the preparation and launch of a new studio. Its assistance includes advice on selecting a suitable location, setting up the equipment and preparing the business for opening. Franchisees receive an individual IT solution, including a physical server and client-side software, as well as a website dedicated to their city. The franchisor also supplies promotional materials for social media and provides technical and consultancy support.

The franchisee's main responsibilities include securing appropriate premises, arranging renovations, installing the photographic equipment and managing the studio's daily operations. They are also expected to promote the business locally, attract customers, maintain the equipment and ensure a positive experience for visitors. Since the model is based on self-service photography, the quality and reliability of the technology are particularly important.

PhotoSpace aims to develop its concept by introducing self-portrait studios to additional cities through franchise partnerships. Its offer is directed at entrepreneurs seeking a relatively accessible entry into the photography industry without the need to employ professional photographers for every session. The company has not, however, announced specific international opening targets or a detailed expansion timetable.

By combining automated photography, a compact studio format and a relatively low initial investment, PhotoSpace represents an alternative to traditional photography businesses. Its future growth will depend on the ability to attract franchise partners and establish a recognisable self-portrait studio network in new markets.

Main conclusions

• €3,000 – minimum declared initial investment.
• €1,000 – initial franchise fee.
• 10% – ongoing royalty based on revenue.
• Under €1,000 – declared cost of the main photography equipment.
• 6 months – estimated investment payback period advertised by the franchisor.
• 3 key elements – self-service mirror, professional camera and dedicated software.

Author

Agnieszka Bąbik

Journalist