ArticlesShow ReportsPhotokina 2012: Hasselblad Stand Report

Photokina 2012: Hasselblad Stand Report

By R Butler | Published Sep 20, 2012 | Show Reports

The Hasselblad stand is busier than any of us can remember seeing it, thanks to the announcement of its 'Lunar' project. Initial reactions to the news, at least from the comments we've seen, could politely be described as derisive but it's drawing a crowd, nonetheless.

Despite the company's protestations, it's hard not to conclude that it has an awful lot in common with the Sony NEX-7, from the spec (24MP APS-C sensor, 10 frame per second shooting), through to the positioning of all its major control points. And, while reps on the stand talk of Hasselblad firmware, based on its experience with its medium-format 'H' system, the interface and menu layout is remarkable NEX-like.

Customers will be able to select from a wide range of body and grip materials, from rare woods to carbon fibre, crocodile skin to suede - their camera will then be made (assembled?) in Sweden. Rather than the usual one-off prototype, the Hasselblad stand is bursting with around 40 possible examples of the camera.


The Hasselblad stand has around 50% of its area devoted to the Lunar	And there are plenty of examples of the camera, stressing its custom-built nature

As an E-mount camera, it's compatible with Sony's LA-EA2 'Translucent' mirror E-A-mount adapter	Its user interface is also remarkably Sony-esque, though we are assured it's Hasselblad firmware

Note the Hasselblad branding on the 18-55mm lens	Hasselblad has even adopted the Minolta hotshoe

Alongside the NEX-7. If nothing else, it's noticeable that all the controls (bar the slightly shifted REC button) are in essentially the same places...	...the Lunar's thicker body means the two control dials are further inboard than on the Sony.

Around 40 prototypes cover the stand, stressing the range of choices customers will have.	Hasselblad is showing one of the mock-ups of the E-mount lenses Zeiss has announced it will make.

LIKE 0

Flag as inappropriate

The views and opinions expressed in this article are those of the author and do not necessarily reflect the views and opinions held by dpreview.com or any affiliated companies.

Pin It

Print view

Comments

Total comments: 47

design change needed......fast
everybody sees that king is naked...

0 upvotes

At least you should call it DOA.

1 upvote

That camera is aimed at people who spend $50.000 for a bottle of champagne without batting an eye. They just don't care what they get for $5000.

I don't think those people are regulars here at dpreview.com. Therefore, 100% of negative comments are to be expected.

It is pointless to demonstrate the camera at Photokina. They should have done that at the Moscow Luxury Fair or similar events.

Comment edited 2 times, last edit 3 minutes after posting

1 upvote

but they would need to like it first.... it really looks like a1980 scifi B movie prop or something that fell out of 70ies buick.

0 upvotes

Did they have anything else on display other than their new camera jewelry?

2 upvotes

And they atleast didnt make it full frame because why ??? God these are terrible

2 upvotes

Congratulations Hasselblad, you may have created the first camera to ever be contested by PETA.

3 upvotes

LOL

0 upvotes

Here's how old work can meet new world:
http://www.luminous-landscape.com/essays/photokina_2012.shtml

Read the section: The Cutting Edge of Olde School.

1 upvote

all other criticisms aside. why make a bulky mirrorless camera?

2 upvotes

rare woods, crocodile skin .... Even if I wanted to buy this sony copy i would feel bad about the materials they used.

0 upvotes

Why would you feel bad? Man has been using beautiful wood creations since the dawn of time. For God's sake, set yourself free from the brain-washing you got in the Marxist school system! Personally, I don't like wood or animal skin on a camera, but not for the same reasons you have. Why would I say that I'd feel bad about the materials they used??

0 upvotes

Marxist school system? Please! The Soviet Union was one of the world's greatest polluters.

1 upvote

http://www.histomil.com/viewtopic.php?f=132&t=1927

1 upvote

My feeling about the Sony line up, in general, is they lack optics that are serious. Don't understand the politics of Sony's relationship with Zeiss this line of cameras without the Zeiss quality glass to match and now Zeiss again through Hasselblad. Perhaps the parctical solution is to buy the Nex 7 and Hasselblad optics for it. Seems silly and punitive as a consumer. I could hope that this relationship will open a bridge to lens that match the capabilities of the Sony sensor. I could hope that the optics would be so good that the Sony chip could utilize and upgrade to deeper native bit depth and go from 12 right to 16 (Leica?). I would also like to add that for me the outstanding feature that has kept me away from the Sony is the screen that only shifts but doesn't pivot. This is a must have item to meet my needs these days.
Thank you, John

0 upvotes

Speaking of 'native bit depth'. . . I've always wondered by DPReview does not include that in their spec sheet, at least on the bridge cameras and 'up'. IMO an important spec to use in evaluating a purchase. . . is there a place these numbers are easily found and compared

0 upvotes

They actually rebadged the crappy $100 18-55 kit lens. How much will they be selling it for? This is even more pathetic than the body...

0 upvotes

Take a look at their hasselblad-lunar.com website, where you can dowload their high resolution brochure.

I wonder how much they will be selling their newly developed A-mount adapter with translucent mirror, or the lenses in their A-mount line as the 35mm 1.4 G or the 500mm 4.0.

0 upvotes

Can somebody explain what is so much different (or desirable) of the body shell being made of aluminum instead of magnesium alloy? Hasselblad manager that replied to the negative reception of the Lunar camera said that the body shell takes 5 hours to be crafted.

Wondering if DPR put the NEX-7 alongside the Lunar or if that was a NEX-7 held by Hasselblad for comparison.

0 upvotes

If this was posted on April 1 I would assume it was a joke.. sadly its reality

1 upvote

Whoa! So many negative comments from so many people who clearly won't or can't buy this camera...

2 upvotes

" people who clearly won't or can't buy this camera..."

That's everyone, right?

3 upvotes

I can afford to buy this camera. But...I won't. Perhaps I should rephrase: I can't...not after looking at its lousy design and copy-cat specs.

1 upvote

Whoa! I don't need to have money to comment.

Look at you - with your negative comments.

0 upvotes

Calm down. The Photokina is a consumers market and they exhibit Boyz-Toyz meant to sell by the millions. Making a picture only takes 1/1000 of a second on any camera, creating a picture is an art and takes hours and mainly talent. The type of camera only plays a minor role.
A real photographer doesn't care about the looks, that is only eye candy and fun for the masses.

Comment edited 2 minutes after posting

2 upvotes

No True Scotsman fallacy. Look it up.

0 upvotes

And that's why you're not in marketing.

0 upvotes

"Note the Hasselblad branding on the 18-55mm lens". So you want $1200 for a NEX7, $3800 for basically a fenders and body kit, and then I get a 18-55 f3.5-5.6 attached to it!?! Wow. How many $5000 body buyers are interested in $150 zooms?

2 upvotes

Want to reach a new younger, with-it, connected generation, do what Samsung has done with its new hybrid camera and other cameras with Wi-Fi, or even the new Nikon. If Nieman Marcus or similar firm had brought out a designer "NEX-7," fine. This audience had greater respect for the Hasselblad name.

2 upvotes

rispekt for the cowmpany that sens kamera ekuipment too the noon - afrodite - betelgez & ather exotik pleises!

1 upvote

Where there no sign of the H5D? What about that new 24mm f4.8?
I get that the Lunar is the big new thing for them but shouldn't there be something on the stand about their mediumformat offerings?

0 upvotes

So Sony themselves are switching to a normal hot shoe and Hasselblad "inherits" a hot shoe that does not match any of their previous cameras?!
They have enough money to design a crocodile hand grip, but fail to make the flash system compatible with their system?!
Oh boy...

3 upvotes

oh well, the first picture tells it all: everyone (but everyone) looks sad. and the saddest one is the beautiful and elegant receptionist who looks completely out of place. i think she is kind of trying to hide behind flowers.

1 upvote

She's sad because the camera is being given to her for her services, in lieu of money.

Comment edited 13 seconds after posting

0 upvotes

Maybe this partnership is not limited to the NEX7 but also to Sony's upcoming new FF offerings, it's just that Hasselblad needs to agree to include the NEX7 in the deal. As you could see, there's clearly no effort. It's just a special edition NEX7. The various materials don't fit well and software remains the same.

0 upvotes

The "loony-line" is obviously not intended to be used for anything practical but as a "show-off" amongst billionaires. They are few and far between, so what will Hasselblad do with their existing line? Are they also to be regarded as show with little real substance?

I guess, that very few Hasselblad pro-users would have "thunk", that a new "loony-line" would solve their future needs.

What will be the next big thing in pro tools? Only a Caterpillar in pink and fake gold lametta could top Hasselblads move, and I do not expect that in the near future...

Since I did not expect Hasselblads latest move, I may be wrong on that "tool" front too...

1 upvote

Looks like NEX-7 with $5000 protective case on.

1 upvote

Like a few Leica owners, I would venture to guess that some people, with deep pockets, will buy the camera because of the brand name, independent of the functionality and price. It just follows that old saying, "a fool and his money are soon departed". Lets hope that we do not do likewise with our purchases of expensive camera gear.

d2f

2 upvotes

and a new says, a poor is watching the rich with a red face and full of jealousy.

0 upvotes

Please don't compare this joke to Leica.
Leica M is the only true digital rangefinder camera made in the world today, it's unique, desirable and useful. I'm also not a big fan of leica's special editions, but at least it's their own product. Not rebranded NEX in a condom.

0 upvotes

@Vadimka: Not Leica's M line rangefinders (which are both useful tools and pieces of art), but its D-LUX line of rebranded Panasonic Lumix. On the other hand, Leica didn't bother sticking animal skin on Lumix and charge five times more than the original.

Comment edited 2 minutes after posting

1 upvote

Somehow I think this Lunar line will end up like Nokia's Vertu (cheapest: £3,500; most expensive mass production: £55,000; most expensive: £213,000): people who could actually afford those "bling bling electronics" would rather hire one in flesh i.e. a secretary, unless Hasselblad starts a one-button "24/7 photography tutor" service.

BTW, Vertu Signature Cobra (that costs £213,000) looks very "pimpy" as well.

Comment edited 2 minutes after posting

0 upvotes

Those cameras are not for "trying to afford" type of people. The aimed market is quite narrow and the price says itself.

0 upvotes