Canon first partnered with Way Up North back in Rome in 2022 and has been the event's Main Sponsor ever since. Throughout the partnership, Canon has provided opportunities for Way Up North guests to use their assortment of equipment at the events, including styled shoots arranged by Canon. From Prague to Berlin, Florence to Lisbon, and our 10-year anniversary in Stockholm, Canon has solidified itself as a partner the Way Up North community looks to for the highest level of professionalism and inspiring gear. Vienna is next.