Photokina 2012: Hasselblad Stand Report

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.

Comments

Total comments: 47
emilio74
By emilio74 (Sep 30, 2012)

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

0 upvotes
LaFonte
By LaFonte (Sep 22, 2012)

At least you should call it DOA.

1 upvote
mick232
By mick232 (Sep 22, 2012)

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
LaFonte
By LaFonte (Sep 22, 2012)

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
Mr Fartleberry
By Mr Fartleberry (Sep 21, 2012)

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

2 upvotes
thedips
By thedips (Sep 21, 2012)

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

2 upvotes
nawknai
By nawknai (Sep 21, 2012)

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

3 upvotes
DigitalPowerShot
By DigitalPowerShot (Sep 21, 2012)

LOL

0 upvotes
Gesture
By Gesture (Sep 21, 2012)

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
Kodachrome200
By Kodachrome200 (Sep 21, 2012)

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

2 upvotes
maniax
By maniax (Sep 21, 2012)

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

0 upvotes
Sonnik
By Sonnik (Sep 22, 2012)

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
SantaFeBill
By SantaFeBill (Sep 24, 2012)

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

1 upvote
waxwaine
By waxwaine (Sep 20, 2012)

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

1 upvote
john reiff williams
By john reiff williams (Sep 20, 2012)

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
KZMike
By KZMike (Sep 21, 2012)

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
wepwawet
By wepwawet (Sep 20, 2012)

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
GuyMcKie
By GuyMcKie (Sep 20, 2012)

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
Rooru S
By Rooru S (Sep 20, 2012)

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
Retzius
By Retzius (Sep 20, 2012)

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

1 upvote
psn
By psn (Sep 20, 2012)

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

2 upvotes
Mal_In_Oz
By Mal_In_Oz (Sep 21, 2012)

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

That's everyone, right?

3 upvotes
Anthony Harto
By Anthony Harto (Sep 21, 2012)

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
Spurtz
By Spurtz (Sep 28, 2012)

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

Look at you - with your negative comments.

0 upvotes
rmbackus
By rmbackus (Sep 20, 2012)

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
mosc
By mosc (Sep 20, 2012)

No True Scotsman fallacy. Look it up.

0 upvotes
Spurtz
By Spurtz (Sep 28, 2012)

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

0 upvotes
mosc
By mosc (Sep 20, 2012)

"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
Gesture
By Gesture (Sep 20, 2012)

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
gargalamouth
By gargalamouth (Sep 20, 2012)

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

1 upvote
Jaur
By Jaur (Sep 20, 2012)

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
JensR
By JensR (Sep 20, 2012)

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
rondom
By rondom (Sep 20, 2012)

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
Spurtz
By Spurtz (Sep 28, 2012)

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
zodiacfml
By zodiacfml (Sep 20, 2012)

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
Kurt Friis Hansen
By Kurt Friis Hansen (Sep 20, 2012)

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
Vadimka
By Vadimka (Sep 20, 2012)

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

1 upvote
d2f
By d2f (Sep 20, 2012)

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
For a few clicks more
By For a few clicks more (Sep 20, 2012)

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

0 upvotes
Vadimka
By Vadimka (Sep 20, 2012)

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
dormcat
By dormcat (Sep 20, 2012)

@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
dormcat
By dormcat (Sep 20, 2012)

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
For a few clicks more
By For a few clicks more (Sep 20, 2012)

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

0 upvotes
Merwin
By Merwin (Sep 20, 2012)

Tragic.

0 upvotes
icexe
By icexe (Sep 20, 2012)

Those knobs on top look like they would be hard to use.

0 upvotes
deleted_081301
By deleted_081301 (Sep 20, 2012)

Those knobs are very easy to use
I used to have some on a Radio in 1972

1 upvote
Spunky8
By Spunky8 (Sep 22, 2012)

Sad that Hassy has become a toy maker.

0 upvotes
Total comments: 47