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.