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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
23456
waxwaine
By waxwaine (Sep 19, 2012)

New rich`s uglyness

0 upvotes
attomole
By attomole (Sep 19, 2012)

Why would they need to do this?

0 upvotes
Reg Natarajan
By Reg Natarajan (Sep 19, 2012)

Because they are dying and desperate.

2 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 19, 2012)

oh come on son !

if they are dying and desperate, they would bring out a sony nex mount body that looks like an x-pan or similar styled body

when youre desperate and are a company with THAT heritage, you try to make money out of old models and classic designs, like leica does it.

this hasselblad camera tells me the exact opposite, it says: "look guys, you think we are dying? haha we have so much money, we can bring out what we want, whi cares if people buy it "

0 upvotes
Jan Kritzinger
By Jan Kritzinger (Sep 19, 2012)

because someone made the mistake of putting a marketer in charge.

0 upvotes
zoomf
By zoomf (Sep 19, 2012)

Indeed. Fuddy duddies who cannot recognize the advanced new design thinking! I applaud too HasSony! Maybe they can create a large format camera with more surface area to develop.

0 upvotes
samhain
By samhain (Sep 19, 2012)

You know what's really funny?
Photographers are supposed to be the 'creative types', working in a creative industry.
Yet all I see are a bunch of fuddy duddy negative comments that sound like something close-minded grandparents would say.
This product is extremely unique, interesting and so far outside of the box it isn't even funny.
You would think people would be more supportive of this kind of thinking, even if they aren't interested in buying one.

I for one applaud Sony/Hasselblad for their weird, funky new camera.
Bravo Hassony, bravo!!

0 upvotes
qwertyasdf
By qwertyasdf (Sep 19, 2012)

It is merely a creative way to suck money from rich people.
It does nothing good to the art of photography.

1 upvote
Reg Natarajan
By Reg Natarajan (Sep 19, 2012)

Creative? Unique? Out of the box? No, it's none of these things. People have been gilding the lily for as long as there have been rich people looking to show off their wealth. I'm surprised they didn't slap a designer name on it.

2 upvotes
nawknai
By nawknai (Sep 19, 2012)

Dude, their marketing department is aiming for gullible people like you.

It's just a NEX-7 in fancy clothes. Creative people want to create, and for anybody interested in photography, that means taking photos.

I'm not quite sure how you'd define a "creative person", but our interpretation of the term is, obviously, quite different.

0 upvotes
old_slowhand
By old_slowhand (Sep 19, 2012)

creative people need tools, not toys. you obviously have no idea about creativity and how creative people work.

1 upvote
xlynx9
By xlynx9 (Sep 19, 2012)

I disagree. It is funny. It's REALLY funny.

2 upvotes
zoomf
By zoomf (Sep 19, 2012)

Can't wait to order mine with a custom grip. Looking to find some reclaimed endangered wood or exotic endangered species or submerged rare leather. I guess I can get gold plating. Nice renderings!

1 upvote
samhain
By samhain (Sep 19, 2012)

I like the way your think!
Unless of course your being sarcastic.

0 upvotes
BaldCol
By BaldCol (Sep 19, 2012)

Leather made from baby seals skins maybe?

Comment edited 19 seconds after posting
0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 19, 2012)

yeah rendering is really nice, seems like google sketchup has raytracing now

0 upvotes
CameraLabTester
By CameraLabTester (Sep 19, 2012)

This is a great example of a product which purposely shows the whole world that the owners are rich and ultra rich... but dumb and dumber on photography and ergonomic common sense.

People who want to be perceived as rich and "throwing money away" will love to buy many of these gadgets. It has nothing to do about photography, sadly...

.

2 upvotes
Archiver
By Archiver (Sep 19, 2012)

Obviously designed by the Italians responsible for baroque and rococo style furniture.

0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 19, 2012)

dont forget late 80ies leather tuxedos.

remember that chevy chase movie, where the family wins a trip to europe and then goes to this store iitaly hahaha

also dont forget the lamborghini countach

0 upvotes
JesperMP
By JesperMP (Sep 19, 2012)

Lambo Countac was/is bad-ass.
No comparison to this monstrosity.

0 upvotes
hellowin
By hellowin (Sep 19, 2012)

You'll see these things soon enough on some rich people reality show TV.

1 upvote
thedips
By thedips (Sep 19, 2012)

Llllmmmmaaaaaaooooooooooooo

1 upvote
abi170845
By abi170845 (Sep 19, 2012)

Not even a FF sensor?

1 upvote
noirdude
By noirdude (Sep 19, 2012)

does it come with a Pinto?

2 upvotes
Alizarine
By Alizarine (Sep 19, 2012)

Leica does the luxury thing better, in my opinion.

Can't badmouth its specs, the NEX-7 is a fine camera.

Looks-wise though, this Hasselblad concept makes Marc Newson's design of the K-01 look very much legit.

2 upvotes
Anastigmat
By Anastigmat (Sep 19, 2012)

Lunar is a great name, because it will take a lunatic to fork over this much money for a camera of this kind. BTW, I knew when the E mount was released that it was big enough for a full frame sensor.

4 upvotes
hellowin
By hellowin (Sep 19, 2012)

LMAO

0 upvotes
MartinaB
By MartinaB (Sep 19, 2012)

The handle is a buoyancy device. It floats when you fall off your yacht.

9 upvotes
jrg
By jrg (Sep 19, 2012)

This is a really hideous looking camera. Whose hands is this model designed for, a Close Encounter alien's?

0 upvotes
siggo
By siggo (Sep 19, 2012)

For some reason, I'm reminded of a Ford Edstel with wood panel side inserts whitewall tyres (razor blade tread width) and Rodney Dangerfield swanning his way down to the yacht, cigar in one hand and one of these icons of bad taste in the other....

And Ialians design ferraris????

Obscene that people could pay so much for so called style....give the extra money to charity and buy a Sony.

Phew there's some material for controversy ! 8-)

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

The sad part is that they could have done this really really well, but some designer stuffed it up, and the beancounters in charge didn't have enough brains to realize it.

If HB gets proper designers, and gives this HB styling from 40 years ago (in stead of one year ago) it could be amazing.

Right now it's garbage - indicative of a massive failure on the part of management and design.

2 upvotes
Tim F 101
By Tim F 101 (Sep 19, 2012)

At last, all those people who bought a wood burl Sigma SD1 have something more compact to shoot with.

Comment edited 26 seconds after posting
1 upvote
exifnotfound
By exifnotfound (Sep 19, 2012)

That's one butt ugly camera, they can keep it. :)

0 upvotes
jtan163
By jtan163 (Sep 19, 2012)

Indeed - I think this is one occasion bog standard black or dark grey might work better.

0 upvotes
obeythebeagle
By obeythebeagle (Sep 19, 2012)

Leica and Hasselblad jewelery. Hasseblad will launch this for six grand, and the next day Sony will introduce the NEX-8 with 40 meg sensor and 20 fps for 800 bucks. Presently Sony makes the "Kodachrome" and Zeiss still makes the glass.

0 upvotes
Mark Forman
By Mark Forman (Sep 19, 2012)

If Hasselblad was really serious about this camera it would ditch all the bling and build it with a reinforced mount a die cast magnesium body and a dedicated mount capable of using superior lenses. They also would have a very high resolution orientable OLED finder, multiple accessory mounts and other technical capabilities beyond the NEX-7 which is a very good camera in it's own right.
Instead Hasselblad lowered themselves to the level of a consumer fashion company selling expensive impractical handbags.

A truly sad day for photography.

4 upvotes
Gesture
By Gesture (Sep 19, 2012)

Maybe luxury and camera are incompatible concepts. But when I think luxury (premium) camera, I think superior materials, components build to robust specification, performance and tolerances above that of the competitors, the best possible lenses, etc. For example, for its era the Olympus E-20N was a "luxury" camera and remains so to this day in many ways with its magnesium alloy chassis, whisper smooth and quiet shutter, great close-range focus, wide maximum aperture through its entire focal range, etc. Hassy and Sony, think of ways in which Hasselbald engineering and heritage can ENHANCE these cameras.

1 upvote
qwertyasdf
By qwertyasdf (Sep 19, 2012)

A quick search for "luxury" in an online dictionary:

lux·u·ry [luhk-shuh-ree, luhg-zhuh-]
a foolish or worthless form of self-indulgence: the luxury of self-pity.

1 upvote
webrunner5
By webrunner5 (Sep 19, 2012)

Sweet Mother of Jesus. What else can I say.

1 upvote
babamaru
By babamaru (Sep 19, 2012)

It doesn't matter how much money you make. If you buy this, you are an idiot.

14 upvotes
webrunner5
By webrunner5 (Sep 19, 2012)

What he said.

1 upvote
billmary
By billmary (Sep 19, 2012)

The design of the NEX7 is a little unusual, but it's not unpleasant.

These things are horrible, they make you feel vaguely uncomfortable, even a little angry.

I am not going to let my NEX7 see these things, for fear it will have nightmares that such a cruel thing could happen to it.

What's really sad is to think someone might actually buy one.

3 upvotes
Delacosta
By Delacosta (Sep 19, 2012)

E m b a r r a s i n g .

9 upvotes
Alizarine
By Alizarine (Sep 19, 2012)

I assume one of those models will play the Darth Vader theme when you turn it on. :))

4 upvotes
Reg Natarajan
By Reg Natarajan (Sep 19, 2012)

Ridiculous. The once proud Hasselblad name is now going down the path of making collectible fashion accessories. Ugly ones to boot.

9 upvotes
hellowin
By hellowin (Sep 19, 2012)

Yes, it's a Sony

0 upvotes
Danel
By Danel (Sep 19, 2012)

So, let see if I understand, for a little over $1100 I can buy a NEX 7, OR for only $5400 more, I can get a NEX 7 with a big fat wooden grip and buttons that look like cheap bathroom sink faucet handles. Ridiculous.

10 upvotes
Gesture
By Gesture (Sep 19, 2012)

Faucet taps on top deck to pour drinks?

2 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Lol!
Maybe I can go get some funky old knobs at Restoration Harware that would be better. Seriously Hassy... WTF? Make your own bodies and don't look like something from Pimp My Camera.

5 upvotes
Yves P.
By Yves P. (Sep 19, 2012)

U-G-L-Y and Funky ...

0 upvotes
Dixa
By Dixa (Sep 19, 2012)

is this a troll camera?

E mount? not hasselblad mf mount (what is that called, CM mount?). is there an adapter?

leica is bad enough on their pricing for their bodies. their lenses are another story, but the sensors in these things are not proprietary giving quality you can't find in other mirrorless bodies.

don't be trolled, photographers. unless you are a one-percenter who cleans his windows with $20's instead of paper towels this is NOT a photographic tool that will in any way help your business.

2 upvotes
mm1975
By mm1975 (Sep 19, 2012)

You've got to admit - lookwise it is a bit over the top.

1 upvote
Mike Sandman
By Mike Sandman (Sep 19, 2012)

September 19 is the day Swedes play April Fool's Day pranks.

Comment edited 3 minutes after posting
0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Only half of one percent of people know what a Hassy is so its like a joke that only a few will get. It's not even a good joke! To the average Joe it will look like a $300 Wall Mart special edition.

1 upvote
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

I'd use it as a boat anchor but I'd scare the fish away. Or maybe they would die laughing and float to the top. Does anyone know what a fish laughing sounds like?

2 upvotes
cgarrard
By cgarrard (Sep 19, 2012)

Omg a fish laughing! really? LOL... that's like the old "does a falling tree make a sound if nobody is around" thingy.

C

0 upvotes
Tee1up
By Tee1up (Sep 19, 2012)

Yikes. I'm all for innovation but if this is really being considered, it may be time to change the bong water.

2 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Will Stevie Wonder be the spokes person for this model?

0 upvotes
samhain
By samhain (Sep 19, 2012)

I think it's absolutely beautiful! That past meets the future in one breathtaking picture making machine.
Bravo Hasselblad. Bravo.

1 upvote
OldZorki
By OldZorki (Sep 19, 2012)

I will wait for Louis Vuitton camera.

1 upvote
REDred Photo
By REDred Photo (Sep 19, 2012)

I feel that a lot of the arguments presented here are not quite targeting the real issues...

Why do people really buy Hasselblads? Perhaps there are a few people out there willing to pay lavishly for style, but I suspect the VAST majority of Hasselblad users (and Lecia users) got into the system for the unique capabilities, quality of craftsmanship, exceptional lenses, and long-term durability of the system as a whole.

I use a Hasselblad 501CM with a Phase One digital back in my studio specifically for the leaf shutter lenses, huge digital sensor, rock solid dependability, direct tethered shooting, long-term compatibility, etc. Do I LIKE my Hasselblad... sure I do... but more importantly, it has capabilities other cameras dont... and it does what I NEED it to do... exceptionally well... and it will continue to do so long after other cameras have been recycled.

If you take away all the reasons for using a Hasselblad in the first place, then what do you have left? A Sony.

3 upvotes
REDred Photo
By REDred Photo (Sep 19, 2012)

Is a Sony somehow less than a Hasselblad? Not necessarily. When I want to run around outside the studio, my Hasselblad becomes an impractical dinosaur... for playing in the park, the Sony will do fine.

But I see no point in paying for a Hasselblad that does what a Sony does.

How about a smaller Hasselblad-esque body with SLT (semi-transparent, non-moving mirror), 36mm square 22MP sensor with 16bits, no AA filter, interchangeable focus screens, a set of quiet, electronically controlled leaf-shutter zeiss autofocus lenses that allow flash sync up to 1/2000th of second.

I'd pay $7k for that. Not for a Sony.

Comment edited 2 times, last edit 10 minutes after posting
5 upvotes
Gesture
By Gesture (Sep 19, 2012)

"How about a smaller Hasselblad-esque body with SLT (semi-transparent, non-moving mirror), 36mm square 22MP sensor with 16bits, no AA filter, interchangeable focus screens, a set of quiet, electronically controlled leaf-shutter zeiss autofocus lenses that allow flash sync up to 1/2000th of second.

I'd pay $7k for that. Not for a Sony." Exactly.

2 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

April 1st already?
This will go great with a Ferrari and a 50 year old with a toupe.

0 upvotes
Marty4650
By Marty4650 (Sep 19, 2012)

Here's what you can buy for $6500:

A Sony NEX-7, plus 10 Sony E-mount lenses, and you still would have $400 left over to buy a nice case, some extra batteries, and lots of memory cards:

Sony NEX-7
Sony 16mm
Zeiss 24mm
Sony 30mm Macro
Sony 35mm
Sony 50mm
Sony 10-18mm
Sony 16-50mm
Sony 18-55mm
Sony 18-200mm
Sony 55-210mm

Grand total $6,084

or... for the same $6,500 you can get:

The Hasselblad NEX-7 Cyborg Edition

12 upvotes
Gesture
By Gesture (Sep 19, 2012)

This makes Sigma SD1 with wood body mainstream.

2 upvotes
Paul JM
By Paul JM (Sep 18, 2012)

Interesting that when so many camera companies have adopted the approach of creating high quality instruments, packaging them in understated, functional bodies, and selling them at very reasonable prices, that Hass. would decide to create a camera that just screams 'flogger'

1 upvote
Gesture
By Gesture (Sep 18, 2012)

Where's the EVF. And I don't see a Jade handgrip.

1 upvote
johnmcpherson
By johnmcpherson (Sep 18, 2012)

And; I'm not talking about what it looks like...

1 upvote
JesperMP
By JesperMP (Sep 19, 2012)

Normally I would agree with you.
But in this case I wouldnt be seen with one.

0 upvotes
johnmcpherson
By johnmcpherson (Sep 19, 2012)

Neither would I, you missed the point. I think it is dog ugly. asthetics aside; most people think a Sinar view camera is dog ugly too however; in the right hands none and I mean none of these small sensor (even FX) cameras can even hope to approach one in image quality.

Comment edited 24 seconds after posting
0 upvotes
johnmcpherson
By johnmcpherson (Sep 18, 2012)

The only thing that matters is the image.

0 upvotes
samhain
By samhain (Sep 19, 2012)

Maybe to you. But an ugly camera that I find boring and uninspiring does nothing for me. Nothing.

0 upvotes
Tim F 101
By Tim F 101 (Sep 19, 2012)

That is insane. It uses E-mount lenses, which means an APS-C sensor. It is physically impossible for this camera to produce images that are distinguishable from $1000 current generation APS-C cameras like the NEX7. If the camera has zero selling points beyond its obscure luxury marque, and how it looks dangling from the wrist, then shelling out the asking price for this bauble pretty effectively labels you a dilettante.

1 upvote
johnmcpherson
By johnmcpherson (Sep 19, 2012)

I did not say the images from this 'showy' thing are good or bad.
As a photographer to me the images that a camera produces are more important than a 'showy body' or, an ugly one. Unless of course, you want to impress people with the fact that you have more money than talent, or brains.

0 upvotes
FTW
By FTW (Sep 18, 2012)

you can put a 20000$ suit onto a monkey, it still remains a monkey. So look at this one and laugh, it's a funny day today, hahahahahaha. Where is the modell with text fragments of the Qu'ran?

Great thanks to Hasselbald, hahahaha, you really made my day, i do not even see the rain falling anymore after that, ahahahahaha.

Comment edited 5 minutes after posting
2 upvotes
dickcox
By dickcox (Sep 18, 2012)

Rumor has it that Hasselblad actually considered releasing a "sharia-compliant" version of the Lunar aimed at oil-rich sheiks. However, given the recent murderous attacks carried out in Libya, the projected sales revenue from the model was deemed to be not worth incurring a "photographic fatwa" imposed by hypersensitive Islamic fanatics.

0 upvotes
samhain
By samhain (Sep 19, 2012)

So we should all wear potato sacks, right?

0 upvotes
Rami77
By Rami77 (Sep 19, 2012)

More appropriately, maybe one with a long, red neck and no processor. I am sure you guys would pick that up in no time.

0 upvotes
Total comments: 757
23456