Unfortunately, this series of cameras may be an admission that the present Hasselblad has no contribution to make any longer to the world of imaging, including in the area of technical services. Really, don't understand what Sony gains from this. As many have suggested, blend Sony technology with a Hasselblad heritage and technical services-give us a new digital camera format-designed for waist level viewing, square composition, using existing Hasselblad lenses (I think another OEM is already on that!), something.
MJJSevilla: I´ve never understood all the pointless negativity. Rangefinder style viewing with framelines offers certain advantages over TTL viewing - seeing more of the context can help with composition, seeing whats about to come into the frame can help with certain types of scenes, some people like seeing the world directly rather than projected or on an LCD or whatever. Rangefinder viewing also has drawbacks and finally someone has thought outside of the box and given us a camera which allows you to use two different viewfinder technologies, best of both worlds, and what do people do? Instead of being happy to have more choice and competition, something benefitting ALL consumers, they moan. They moan about a camera they´ve never used, have no intention of using, and don´t really understand how to use, because the idea of someone else using a different camera to them is somehow intolerable. The very idea that some people want different things is like some sort of existential threat.
First real innovation in viewing since Contax G. RF you embrace the world. SLR you capture it. RF also traditionally had advantages of compactness and quietness. Need macro or long lens, then go SLR.
Thanks. Wish you had reported on printers and papers and the Alpa booth? Must be a fun event to attend.
I think back to late in the film era when the Contax G was launched. It was an expensive, beautifully designed, real camera with fantastic lenses. It was a luxury item, but one of value and good taste and for a time there was quite a cachet to it with Hollywood folks, etc. walking around with them. Many celebrities in the film era were ardent photographers and rolled out their Leicas, Nikon RF, Rollefilex, etc. because they wanted the best, not the busiest.
Forge a relationship, but do something constructive with it. What can Hasselblad contribute to Sony, experience in medium format digital, technical support, etc.
Bravo to Fuji for working to advance optical viewing systems. Where was Leica this past 50 years?
One of the best of the interviews. No mention, but isn't that grip new. And, yes, Leica need professionals using the equipment for assignment.
Bilal Fotos: Sorry, I am not convinced the approach of Leica authorities about the designing of a new Leica M. The designing chance of Leica M is given to the new comers’ in the field rather than "Sir Jonathan Ive" but design must be accepted only according to the strict high level designing parameters. Basically I am a Graphic Designer but I have a trained eye regarding all the relevant fields of designing; unfortunately I have not got any chance in my life to express my creative abilities because I born in most ignorant part of the world ......! In short where world topmost designers end their design exercise I start thinking from there......! If Leica’s gives me a chance to design their new Leica M rangefinder, I assured that I will perform my duty with best of my competitive spirit, creative abilities, knowledge and believe.
Yes, a design contest would be neat.
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.
CameraLabTester: Any graphic designer, industrial engineer, concept artist, creative director, etc would know that these designs were conjured up in frantic haste, perhaps just a few hours before the opening of Photokina 2012.
They are NOT well planned and thought out designs. They are empty hurriedly assembled sugar coatings to put a table cloth over an already existing NEX design.
It is so obvious,even to the layman,that these are not really R&D material. The ergonomics are utterly wrong.
THIS is why there are so many angry comments.
It is a shocking insult to one's intelligence.
Come back again in Photokina 2015...
...after you have done your homework.
It seems Samsung understands that target market better with WiFi connectivity, dual sensor cameras for easy self-portraits, etc. It's a shame because the NEX 7 is an outstanding camera.
sazabi2001: It looks stupid...
Hass H-series which made by FujiFlim still has its own idea of how to design a camera body that not for fashion, but for use.
Why the hell they put a Hass 500 series's look on a SONY A99? I mean it would actually be better if they just use a plate A99 with a 'Hasselblad' on it, and don't do this silly looking design.
Exactly. As Leica does with Panasonic product, with the intent of some image parameter tweaking and a higher level of warranty service. If Hasselbald were serious about the Lunar, it would say Lifestime Warranty; you can return every 2 years for what we used to called CLA; etc. The cameras keep getting more and more costly, but I don't see any innovations along those lines.
Calimeh: Just returned from photokina and the Hasselblad standA few impressions:A guy from the "real Hasselblad" department also is not impressed and fears the impact of this on the brand nameIt is uncomfortable to hold with my average male hands, so not even improvement in that areaIt is even more ugly in real lifeThe Lunar people look at this as a test, they were a bit defensive. Think they have already heard lots of criticism.The opinions I have heard range from ridiculous to embarrassing.There are Hasselblad lenses (wide angle ,standard zoom? They would not tell details) planned for the beginning of next year, and this is interesting for Sony NEX users. So this cooperation might bring something useful and not just bling
Thanks for the report.
Wow. Good focal length choices. Schneider studied the market well and is trying to excel at its core competency—lenses.
What a contrast to what Fuji has done. Taking design cues from earlier times that make sense functionally, ergonomically and also display excellent taste. Example the new XF1 compact, which reminds of the minimalist WERRA camera. Actually, throughout its history, the Japanese camera industry has paid homage to the great European traditional names in photography like Contax, Zeiss, Leica, Schneider. Not simply copying but respecting, evolving and refining.
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.
Andreas-AM: Lunar may be a hit for Hassi...
But certainly not the way it is now. The huge and very emotional response from users all over the world tell a story: We, the people that actually use cameras (be it for profession or as an amateur) love the brand Hasselblad.
Gosh, I remember how desperate I was for a 500 C/M, what desire I had for the SWC - ....
I WANT Hasselblad to survive as a "tool company" - if I need to drill a hole, Makita or Hilti come to ming, if I need to take an ultimate quality photo (of a certain size) Hasselblad comes to mind.
I am sure that there is a good marketspace for special APS-C or FF cameras (see Leica), but
PLEASE DO NOT CONVERT THIS TOOLING COMPANY INTO A FASHION AND LUXURY BRAND - WITH MEANINGLESS PRODUCTS
If this is what the board of Hasselblad receives as a feedback, if they understand and come up with a NEX based creation that makes sense and gives us a better Tool - well, then this all was good.
Long way from those wonderful brochures on 6x6 photography, including a great one from Ansel Adams. Still have it.
paolopan83: That is a kamikaze move, probably it is the only way they could come up with in order to stay in business. But the interview just shows that Hasselblad has no real arguments to defend its strategy.
Sad because the photo community would welcome innovations in viewing systems, image processing, lens mounts, whatever. Look at Fuji in contrast. Even if not always 100 percent successful, it is trying to advance sensor array, viewing systems and, yes, design. Their newest high-end designs are refreshing because they use what has been successful in the past in intelligent and attractive ways and make sense functionally.
dorff: I made peace with the fact that I am not the intended target market for this camera. That said, I can't quite figure out who is. If Hasselblad had come up with a full-frame DSLR with a square 30mm x 30mm sensor, now THAT would have gotten my attention. The square 6x6 format of film Hasselblads had many followers, and some would still like that as an option. In all of the digital world there is currently no sensor for that.
Square composition, waist-level viewing have many virtues. This is just a design exercise. When Leica rebadges a Panasonic point and shoot, they do so reasonably and I will accept the implied value in any software tweaks and the way Leica stands by the customer. For example, at this price point, Hasselblad should have said "and the camera carries a lifetime warranty."
Here is a company extending its reputation while respecting and building on its heritage, not ...
Some better views here:http://www.petapixel.com/2012/09/18/hasselblad-lunar-is-a-rebranded-sony-nex-7-with-5000-of-luxury/