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Hasselblad announces 24MP Lunar - an 'ultimate luxury' mirrorless camera

By dpreview staff on Sep 18, 2012 at 13:59 GMT

Photokina 2012: Hasselblad plans to release a mirrorless interchangeable lens camera utilizing Sony's E-Mount. The Hasselblad Lunar, which is expected to cost around €5000 (~$6500) appears to share a lot of technology with Sony's recent NEX-7 model, including the same 24.3MP CMOS sensor, OLED 'True Finder' EVF, and the 'TriNavi' navigation system. The Lunar, which is set for launch in the first quarter of 2013, will be available 'in a choice of standard models plus a variety of exclusive hand grips and precious materials on special order.'


Press release:

Hasselblad plans Lunar launch

Hasselblad, manufacturer of the world’s most advanced medium format camera system, has announced a revolutionary plan to market a state-of-the-art, Italian-designed ‘ultimate luxury’ mirrorless, interchangeable lens camera early next year.

Luca Alessandrini Hasselblad’s New Business Development Manager said: “The Lunar is a celebration of the passion that the company’s founder Victor Hasselblad had for photography. We’ve developed this model in the traditional way, using handmade wooden prototypes to ensure superior ergonomics and functionality. This is a camera for both serious photographers and enthusiasts who aspire to shooting with a Hasselblad.”

He added: “Lunar, which can be used in fully automatic or fully manual mode, has been designed to be easy to use and versatile but with all the advanced technology employed in top DSLRs. For the first time the market now has a camera embracing traditional Hasselblad state-of-the-art image capture combined with stunning Italian design features.

And for the first time ever we are using carbon fiber, titanium, wood, leather and precious metals – including gold. The camera grip itself offers unparalleled ergonomics and has been developed to embrace both compact E-mount and the larger professional A-mount lenses.”

The Lunar, which is set for launch in the first quarter of 2013, will be priced circa 5000 Euros and will be available in a choice of standard models plus a variety of exclusive hand grips and precious materials on special order.

Hasselblad will showcase a unique ‘Lunar experience’ at photokina. Visitors to the stand (Hall 2.1 Stand A-021/B-020) will see a ‘snapshot’ of latest work-in-progress designs and wood- en models, purpose-built to demonstrate the company’s pioneering ‘ideal luxury’ camera vision.

Dr. Larry Hansen, Hasselblad Chairman and CEO said: “It has always been my ambition to enable all fans of the iconic Hasselblad brand to have an opportunity to own one of our cameras. The company mission is to develop exceptional products at the very top end of the market segments in which we operate. In 1962 astronaut Walter Schirra took the first Hasselblad camera into space. Walter had painted the 500C’s metal surface black to minimise reflections. Now, in celebration fifty years later, we have developed Lunar – an aesthetically and ergonomically beautiful piece of camera art, complete with colour options and an evocative vintage look and feel, for photography lovers down here on planet Earth.”

Key Lunar features will include:

  • DSLR-like performance thanks to the highest technology APS-C 24.3 MP sensor with 25AF points focusing matched to an Ultra fast Processor with real time image process ing and accurate RAW to JPEG translation.
  • Accurate composition for both still and video in any light conditions thanks to the Ultra-bright 3” high definition display and revolutionary OLED viewfinder that guarantees superior contrast and ultra fast response.
  • One-touch instant full HD video recording to shoot in Auto or fully manual mode. Focus and exposition control plus the connection for an external microphone and the option to use larger A-mount lenses for professional video creation.
  • Instant shutter response (0.02 second release time lag) ten frames per second and an extremely Wide ISO 100 -16000 range.
  • The camera software includes an exceptionally comprehensive set of creative styles, picture effects, scene selections and the smart ”intelligent face registration” making the shooting experience even more fun.
  • Auto HD, DRO and Anti-motion blur mode.
  • An Innovative TriNavi system for DSLR-like tuning, two flash options and Anti dust system complete the Lunar state-of-the-art package.

Added Dr. Hansen: “This new model is the result of meticulous engineering research, culminating in the creation of an unprecedented camera which underpins the Hasselblad mission to pioneer and produce supreme quality across all our products.”

Additional Images:

Comments

Total comments: 757
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dark goob
By dark goob (Sep 20, 2012)

I am getting the one made from baby skin

2 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 20, 2012)

Gross!
I hope it's baby Siberian Tiger you meant.

2 upvotes
Ron007
By Ron007 (Sep 20, 2012)

As if Siberian Tiger cubs are less precious than human babies!!! You are even more gross than him. His was a bad joke at worst.

Comment edited 28 seconds after posting
3 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 20, 2012)

Someone wanted Elephant foreskin... Now THAT was gross. Doesn't he know elephant labia is all the rage with the .001%ers these days.

3 upvotes
Dmitriy Balashov
By Dmitriy Balashov (Sep 22, 2012)

If you give them baby, they'll made. ;-)

1 upvote
zoomf
By zoomf (Sep 20, 2012)

My model will use semi precious moldavite and perhaps some sort of tusk. There may be a slight added cost but not important.

0 upvotes
CameraLabTester
By CameraLabTester (Sep 20, 2012)

The secret is out:

There will be fragments of REAL Moon rocks inside the camera!

Owning a camera with MOON ROCKS in the innards is such an exclusive club!

Too bad NASA can't plop it's logo... it's supposed to be a space agency.

Well... Sony and Hassy also got lots of space... in their brains.

.

8 upvotes
kucingitem
By kucingitem (Sep 22, 2012)

mine will be made from cryptonite, then i will sell it to lex luthor to beat superman, just by taking his photo.

2 upvotes
zoomf
By zoomf (Sep 20, 2012)

In case all you naysayers still don't believe it the website says "Lunar is already a great success". So there. I believe it may already be sold out (in preorder)!
http://www.hasselblad-lunar.com/index.php/

2 upvotes
csfoto
By csfoto (Sep 20, 2012)

WOW! Congratulations! Hasselblad has already sold the whole Moon to all the idiots in the whole universe ... or is this the Hassel way of retreating?!

4 upvotes
Rage Joe
By Rage Joe (Sep 20, 2012)

When it's a hasselblad it must be written in capital letters:

"LUNAR IS ALREADY A GREAT SUCCESS"

http://www.hasselblad-lunar.com/index.php/

3 upvotes
obeythebeagle
By obeythebeagle (Sep 20, 2012)

Specs with the NEX7 being equal, the only reason for this camera's existence is cosmetic appearance. The "endangered specie line" of grip covering is especially stunning. Scandinavians are capable of decent design--the Danish company B&O could create a camera sleeker than a Porsche TT.

Hasseblad and Leica have become jewelery for the Republican one percent. To photography Mitt Romney's fantastical dancing horse with anything less than a Lunar would be despicable.

4 upvotes
zoomf
By zoomf (Sep 20, 2012)

The Lunar was designed by a select Italian design team. And what is wrong with 1% and jewelery and Mitt and fantastical dancing horse? All sounds great!

1 upvote
jaygeephoto
By jaygeephoto (Dec 10, 2012)

Hmmm. Maybe Rolex can make an LCD digital watch which would keep really good time. Even better; Saab can put their name plate on a Subaru or a GMC. Wait. How do you pronounce Maybach anyway? Never mind. My head hurts.

Comment edited 3 minutes after posting
0 upvotes
RichardBalonglong
By RichardBalonglong (Sep 20, 2012)

Oh, so this is real. I thought it was just a prototype design in 3d rendering made by a college student...
Unusual design, but meh...

Comment edited 30 seconds after posting
1 upvote
Gesture
By Gesture (Sep 20, 2012)

Some better views here:
http://www.petapixel.com/2012/09/18/hasselblad-lunar-is-a-rebranded-sony-nex-7-with-5000-of-luxury/

1 upvote
SantaFeBill
By SantaFeBill (Sep 20, 2012)

Just what I wanted - a c. US $6500 gold NEX-7. How could I not have realized that?

1 upvote
Woodys Gamertag
By Woodys Gamertag (Sep 20, 2012)

Please don't unsub me.

0 upvotes
anthony 603
By anthony 603 (Sep 20, 2012)

saw woodys comment unsub

0 upvotes
Stephen_C
By Stephen_C (Sep 20, 2012)

I suspect that they are correct in calling this their "Ultimate" luxury camera, as I don't see them making any more any time soon.

1 upvote
D-Man67
By D-Man67 (Sep 20, 2012)

Snoop Dogg just called.. He wants his gold trim Hassy camera back.

2 upvotes
Marty4650
By Marty4650 (Sep 19, 2012)

OK, so Hasselblad took a great camera and pimped it out.
Big deal, anyone can do that.

However, Hasselblad is spending way too much for the NEX-7, which limits their profits to something like only $5000.

Let's see what they can do with an $89 Kodak Easyshare C135. Not only is this camera a whole lot cheaper than a Sony NEX-7, but it starts out pretty ugly. And that should save Hasselblad some R&D cost.

Comment edited 25 seconds after posting
9 upvotes
zoomf
By zoomf (Sep 19, 2012)

It is a Lunar jewel, for Earth!

0 upvotes
BJN
By BJN (Sep 19, 2012)

Wow, that's breathtaking! I don't know what's more like a punch to the diaphragm; the cheesy product renderings or the garish yet cheap-looking show cameras. Who'da thunk Hasselblad would wind up marketing steampunk photo-jewelry?

2 upvotes
CameraLabTester
By CameraLabTester (Sep 19, 2012)

Sony and Hasselblad, two companies who after decades of high quality products gained the utmost respect and accolade of a whole generation of believers only took a few days at Photokina 2012 to pull the plug and drain it all away...

Gurgle.... gurgle.....

Swish...

*plop*

.

3 upvotes
Rage Joe
By Rage Joe (Sep 20, 2012)

I don't think this hurts Sony at all. On the contrary. After all, Sony's original camera design is miles ahead of that Hasslebad's horrible pimped out monster. Like many have said, they would rather pay quite a bit more for the original Sony design just for the convenience of not having to look like a complete fool.

2 upvotes
zoomf
By zoomf (Sep 19, 2012)

I believe a soft material like leopard fur would be very comfortable. What do you think?

4 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 20, 2012)

Ill take mine in Siberian Tiger with Ivory "dials" (man those are ugly and not right) Maybe a lens cap made from the Titanic hull just for Iron-y

1 upvote
neil bryant
By neil bryant (Sep 19, 2012)

They should do one made of Balsa wood.

1 upvote
fotobo
By fotobo (Sep 19, 2012)

Available soon on EBay. $50 conversion kit to make your Sony look like a Hassy. The pearl handle with gold trim will be most popular ;).

8 upvotes
kaxi85
By kaxi85 (Sep 19, 2012)

Voted for the ugliest camera ever! (Even uglier the the K-01 and Alpha 99)

3 upvotes
Rooru S
By Rooru S (Sep 19, 2012)

Are they going to use the same Minolta Hot-shoe? If so, they're really trolling the world with this...

2 upvotes
AngryCorgi
By AngryCorgi (Sep 19, 2012)

reminds me of the simpsons homer-mobile episode...

"How much does this monstrosity cost?!"

4 upvotes
zoomf
By zoomf (Sep 19, 2012)

You obviously lack style.

0 upvotes
Frank C.
By Frank C. (Sep 19, 2012)

fugly be u

1 upvote
zoomf
By zoomf (Sep 19, 2012)

Maybe 48% will never be happy with this (or be able to afford it). Too bad for you. I will be taking pics at Nobu soon!

0 upvotes
Magnus W
By Magnus W (Sep 19, 2012)

Wow, this is the most effective brand-destroyer ever.

2 upvotes
Cytokine
By Cytokine (Sep 19, 2012)

Magnus,

I have qualifications in Business studies, and national awards for both Marketing and Innovation, with 25 years experience, 8 of which has been in the Pro-photographic world. 8 years working for Advertising agencies and marketing departments, and I have never witnessed anything like this before.

The basic concept to work with Sony is OK but to do it like this is must be embarrassing even to Sony.

1 upvote
CameraLabTester
By CameraLabTester (Sep 19, 2012)

It is embarrassing to anyone who has taste.

.

5 upvotes
fberns
By fberns (Sep 19, 2012)

oh, does Hasselblad have new loeaders?
I've see that quite often that a new headquarter doesn't either care or understand who are the firm's customers...

1 upvote
Cytokine
By Cytokine (Sep 19, 2012)

Yes they have been bought out by a capital venture group! But they have been given total management control according to PR.

0 upvotes
Wanchese
By Wanchese (Sep 19, 2012)

I love it! Can't afford it right now, but what a statement piece. Imagine being able to call up Nobu "Hagihara san, I left my Hasselbald at the sushi counter....no mine is gold and leather. The carbon fiber one must be ...OH...that's my wifes! We will be back shortly."

1 upvote
Cytokine
By Cytokine (Sep 19, 2012)

Your company is king of studio cameras so do you:

A) Make a 35mm Studio camera which can be used by wedding photographers as well. (Happy to impress there clients with there state of the art equipment). or

B) Take a cheapish APC camera from Sony and cover it in cheap looking materials. And enter a market you know nothing about.

Having made this decision do you:

A) Test market the concept, and with the feed back tweak your product concept, then prepare your market with artist sketches and careful PR before displaying highly professional prototypes. or

B) Take this tarted up camera with no testing, build a few badly made prototypes and shock the world.

If you have answered B) and B) Then you may prefer to consider a career at a fast food outlet. or H-blad, and if you have a friend who designs hand bags or clogs in Italy then you will be especially welcome.

3 upvotes
guyfawkes
By guyfawkes (Sep 19, 2012)

Just checked; this is 19th September, not 1st April. Does it have a built-in radio?

1 upvote
zippypinhead
By zippypinhead (Sep 19, 2012)

Brings a whole new layer of meaning to "Eurotrash."

Rumor mill has it that each model is distinctively scratch-and-sniff.

0 upvotes
Francis Carver
By Francis Carver (Sep 19, 2012)

I dunno, I might have eaten something a bit off for lunch, but right after I looked at the above photos, I had to run to the potty and deliver a huge dose of the unmentionable.

Bloody hell, DP Review should perhaps pay us some nominal compensation for actually LOOKING at these filthy images. They are so painful. Mind-altering, even.

0 upvotes
mogando668
By mogando668 (Sep 19, 2012)

Hassle + Bad

1 upvote
Lupti
By Lupti (Sep 19, 2012)

Great! This is what all people with too much money have waited for: A Sony NEX-7 with Hasselblad label and - erm - stylish design. LOL
And I thought the Porsche Blackberry for 1500 € I saw was overpriced designer crap...

1 upvote
Francis Carver
By Francis Carver (Sep 19, 2012)

What, US$6,500 for this wretchedly pukey thing?

Heck, I would not even get this for $650, since the Sony version that goes for about that much looks far suoperior to this Braon von Frankenstein edition reject-cam.

0 upvotes
Vitruvius
By Vitruvius (Sep 19, 2012)

They try too hard.... no seriously, they TRY too hard. To call it ape butt ugly would be a compliment. They have gone Lunar-toons.

1 upvote
doctor digi
By doctor digi (Sep 19, 2012)

Ah, at last! The Michael Jackson of cameras...!

1 upvote
Saturoldan
By Saturoldan (Sep 19, 2012)

May be if it's thrown to the Moon from Earth with a catapult this camera could look beatiful after the crash.

Really, what were the designers thinking? The ugliest thing I have ever seen since the Fiat Multipla.

1 upvote
mattfury
By mattfury (Sep 19, 2012)

More High end, compact E- mount lenses would be nice. Not sure about a dressed up NEX-7.

1 upvote
Jan Kritzinger
By Jan Kritzinger (Sep 19, 2012)

Hasselblad destroyed by marketers. #tragic.

2 upvotes
zoomf
By zoomf (Sep 19, 2012)

How much is the osmium body?? This is an advance over the 500c (w chrome lens) since it has auto focus (most likely). Hasssony should not have published the price. If you want to know you cannot afford.

1 upvote
Delacosta
By Delacosta (Sep 19, 2012)

Oh, I don't know. Money is such a vulgar thing anyway. My butler always carries my wallet.

1 upvote
Reilly Diefenbach
By Reilly Diefenbach (Sep 19, 2012)

Let's face it, 47% of the people are not going to vote for this camera.

3 upvotes
Delacosta
By Delacosta (Sep 19, 2012)

Wonderful! I just pre-ordered 15 of these to replace the swarovski throw pillows in the back of my helicopter. However, since I selected mainly gold, platinum and osmium bodies, to compensate for the extra weight I may have to get rid of the big fan thing on top.

4 upvotes
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

We will see who is laughing when Sony puts a MF sensor in a point and shoot camera ;) wait it will happen.

0 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 19, 2012)

I agree completely. If Nokia can put 41MP in their 808, then MF is set to explode all over the place.

Is the industry holding back on rolling out MF-grade sensors?

1 upvote
Peter K Burian
By Peter K Burian (Sep 19, 2012)

There is an excellent article about this, with interesting insights, at http://www.luminous-landscape.com/essays/photokina_2012.shtml#has By Michael Reichmann,

..........I don't know whether to laugh or cry. Hasselblad has announced what amounts to an OEM deal with Sony on the NEX camera. ...

1 upvote
Mark Forman
By Mark Forman (Sep 19, 2012)

The Jules Verne edition is next.

It will feature lens oilers.

Low pressure steam sensor cleaning system.

Explosion proof camera strap.

Submarine collision warning system.

High speed film rewind.

Atomic Battery

Radium dials

Asbestos Case

Conning tower

X-ray emitter with gamma ray option.

CPR device with paddles

Does not include photographer.

2 upvotes
Peter K Burian
By Peter K Burian (Sep 19, 2012)

If this were April 1, I would be sure it was an April Fool's prank. There's an expression in television, Jumping the Shark: it's basically over for a TV show so they start doing ridiculous things on the show.

I would say Hassy is jumping the shark.

1 upvote
Higuel
By Higuel (Sep 19, 2012)

a mirrorless APS for $6500?!?!! :O
Gold?
wood?

Please, give me a break!!!

1 upvote
gsum
By gsum (Sep 19, 2012)

Remember the gorgeous 500C with chrome lens from the 1960s, arguably the best looking camera ever made? Well it was all downhill from there.

0 upvotes
pentaxination
By pentaxination (Sep 19, 2012)

First of all, Sony will have technology a bit more advanced by the time this rolls out, so, it will be stale on arrival. Secondly, who are they targeting? Leica people are most likely as they will pay most anything for the chance to get a red dotted camera. Thirdly, if it really will look like this it will be easy to identify the idiot in any large crowd if he/she is clutching on to one of these gems...

2 upvotes
Dan Wagner
By Dan Wagner (Sep 19, 2012)

Is it true that this "camera" has a self-portrait mode with a sub menu for plastic surgery enhancements that can be set at botched, nip, tuck, lift, or Michael Jackson?

And is there also an enhancement button that removes poor people (non-millionaires) and Liberals from the photo?

Is it true that there's no built in microphone, just a speaker connected to shutter button that says, "Great shot Ace, you're the best!" after each shot is taken?

Comment edited 1 minute after posting
5 upvotes
gsum
By gsum (Sep 19, 2012)

I see that it has 'intelligent face recognition'. What happens if your subject is nice but dim?

Comment edited 4 minutes after posting
2 upvotes
Delacosta
By Delacosta (Sep 19, 2012)

If your subject is dim I guess you'll have to use higher ISO ;-)

1 upvote
Total comments: 757
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