Previous news story    Next news story

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
678910
Rumle
By Rumle (Sep 18, 2012)

What.... really?

0 upvotes
Optimal Prime
By Optimal Prime (Sep 18, 2012)

No shame, no pride...

4 upvotes
dcassat
By dcassat (Sep 18, 2012)

Wow, it's got a radio face!

I can't imagine owning such a thing.

0 upvotes
ianimal
By ianimal (Sep 18, 2012)

Hehehe does people from Sweden :)

0 upvotes
ImagesInstyle
By ImagesInstyle (Sep 18, 2012)

I Love it! but not for the price there asking.
and the sensor is aps? what gives.

They should have made a small rangefinger style model
one that is cheaper and smaller.

Perfect for rappers and the Saudis...they both love bling bling
thing things

0 upvotes
tkbslc
By tkbslc (Sep 18, 2012)

Words fail me.

3 upvotes
Calvin Chann
By Calvin Chann (Sep 18, 2012)

Oh dear.

6 upvotes
Klay
By Klay (Sep 18, 2012)

People like marble counter tops and cherry cabinets in their kitchens... so why not on their cameras?

2 upvotes
carlos roncatti
By carlos roncatti (Sep 18, 2012)

This must be the worst marketing decision ever made in photographys history...

8 upvotes
ryansholl
By ryansholl (Sep 18, 2012)

They've refaced an existing product that sits at, or at the very least near, the top of the mirrorless market. Low product development costs, potentially situating themselves as a step up for existing NEX shooters...

It may be ugly, but I'd say it's a bit premature to say it is a horrible marketing decision...

And I find it very hard to imagine that this is a bad move on Sony's part...

2 upvotes
John
By John (Sep 18, 2012)

Mate - you are soooo right. Hasselblad have been struggling for a while. This is an unmitigated disaster! I think Luca Alessandrini might be looking for a new job soon!

1 upvote
The Jacal
By The Jacal (Sep 18, 2012)

@ryansholl. But €5000? It makes the Leica Panasonic model premium seem worth it.

0 upvotes
Superzoom2
By Superzoom2 (Sep 18, 2012)

Finally! A camera for Donald Trump!

1 upvote
Mark Forman
By Mark Forman (Sep 18, 2012)

There" a fake hair in the lens.

1 upvote
ryansholl
By ryansholl (Sep 18, 2012)

Everyone says they're ugly, and I agree, but I think they'd fit in just fine at Buckingham Palace or the Vatican, which is probably close to the target demographic for a Hasselblad mirrorless.

0 upvotes
bskbo
By bskbo (Sep 18, 2012)

They could have made a deal with Fujifilm and introduce a digital version of the X-pan by letting Fujifilm modify a X-pro1 body and its sensor and build some lenses for it.  Just like the film version, Fujifilm then could sell it in Asia, while Hasselblad sells it in the rest of the world. 

But no, they choose to slap some ugly and expensive custom case and their name on a Nex7 body. Just like Vertu did with Nokia phones.  

Who is stupid enough to buy this over a normal Nex7 or a Leica M?

1 upvote
ryansholl
By ryansholl (Sep 18, 2012)

Here's an analogy I'll try

Sony buyer : Leica buyer :: Leica buyer : Hassy buyer

0 upvotes
dopsgp
By dopsgp (Sep 18, 2012)

Many high end brands (eg. BMW, Leica) are feeling the need to create compromised but bling bling "luxury" products for the Chinese market. The easy money is too much to resist.

0 upvotes
Richard Schumer
By Richard Schumer (Sep 18, 2012)

I was wondering where the market for these gaudy baubles was -- and I think you're right.

This strikes me as the kind of wisdom that led to the production and ultimate demise of the likes of Marmon, Deusenberg, the Packard and Cadillac 12-and 16- cylinder models, Big Bugattis and Maybachs just the the Depression started.

China is entering a bad economic time, similar to Japan in the late '90s to the tun of the millennium .

If Hassy can sell these and manage to stay in business five more years, then I didn't grok economics 101.

Comment edited 58 seconds after posting
0 upvotes
Jay A
By Jay A (Sep 18, 2012)

So let me get this straight...we will be able to purchase a Sony NEX-7 for about $1000 or so, or purchase an unbearably ugly version of it with the Hasselblad name attached to it for about 5x more?

9 upvotes
qwertyasdf
By qwertyasdf (Sep 18, 2012)

in "additional pictures" the second one on the left looks like sneakers, must be for sports.

2 upvotes
andyrox
By andyrox (Sep 18, 2012)

So, Hasselblad is to Sony, as Leica is to Panasonic then..?

1 upvote
qwertyasdf
By qwertyasdf (Sep 18, 2012)

In a few years Vivitar is to Leica, Opteka is to Hasselblad.
Leica and Hasselblad are setting up bad examples of how to run a business, they should safeguard their greatest advantage, in this case it's reputation, not abusing it.

1 upvote
Retzius
By Retzius (Sep 18, 2012)

The saying "you can't polish a turd" comes to mind...

3 upvotes
ryansholl
By ryansholl (Sep 18, 2012)

You can if you freeze it first.

2 upvotes
cgarrard
By cgarrard (Sep 18, 2012)

Killing me! LOL

0 upvotes
Jogger
By Jogger (Sep 18, 2012)

5000 euro body + $200 lens

7 upvotes
btolley
By btolley (Sep 18, 2012)

How about three new Zeiss prime E-mount lenses to go with it?
http://blogs.zeiss.com/photo/en/?p=2864

2 upvotes
dopsgp
By dopsgp (Sep 18, 2012)

Thats obviously a Sony SEL18-55 kit lens thats hardly known for quality. A 5k euro camera body with a $200 lens? You've got to be kidding right, Hassy?

1 upvote
Boris
By Boris (Sep 18, 2012)

LOL!

2 upvotes
SheikYerbouti
By SheikYerbouti (Sep 18, 2012)

There was a time, after Italy had risen from the evils of fascism, when Italian design was world class. It was a time when Fiat, Olivetti, Piaggio, Alfa Romeo etc. hit the headlines with their brilliant designs, when Italian engineering (trains) and Italian architecture (Termini) were admired everywhere and when classy ladies like Gina, Sophia, Claudia, Lea, Monica and others helped to promote Italian chique and fashion. Sadly, these times are long over. Today only the most desperate resort to "Italian design" to promote their mediocre products.

2 upvotes
ManuelVilardeMacedo
By ManuelVilardeMacedo (Sep 18, 2012)

If you have any familiarity to Hi-Fi, I'm sure the top image reminded you of Unison Research amplifiers and Opera Loudspeakers, which are as ostentatious and showy as it gets. And ugly, too.

0 upvotes
SheikYerbouti
By SheikYerbouti (Sep 18, 2012)

I know Opera only from the Internet. Until 2 or 3 years ago their speakers were made from solid wood and followed classic design principles. Today they're all curved and look hideous. But this seems to be a trend across the industry. Regarding Unison ... I have a friend who's got a Unison valve amp that sounds very sweet over his diy open baffle wide band speakers. But as with so many hi-end audio products these days, it looks contrived and pretentious. Why can't people stick with designs that support the function instead of trying to hide it?

Comment edited 7 minutes after posting
1 upvote
Peiasdf
By Peiasdf (Sep 18, 2012)

Since Fuji is making lenses under the Hasselblad name and Hasselblad is using e-mount does this mean Fuji is going to make e-mount version of FX lenses?

That will be a huge win for all APS-C EVIL/mirrorless formats.

BTW, love that camera look. Very modern luxury.

0 upvotes
DCWW
By DCWW (Sep 18, 2012)

I now have the perfect camera to go with my steampunk inspired air pirate costume.

15 upvotes
xpanded
By xpanded (Sep 18, 2012)

Hasselblad made this instead of a Digital Xpan?

1 upvote
Alberto Tanikawa
By Alberto Tanikawa (Sep 18, 2012)

I've wanted a digital Xpan for a decade! Instead Hasselblad brings us this... ugh!!

0 upvotes
kadardr
By kadardr (Sep 18, 2012)

Hasselblad introduced NEX 7. It will get an all time classic, no question.

Actually, the grip looks really really useful (handsome).

They say it is their earthly model yet with stellar price. No Po'Boy, it is not.

Branding is everything.

1 upvote
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 18, 2012)

"Branding is everything."

ABSOLUTELY!

Branding aims for the ego bone.

0 upvotes
photoholiko
By photoholiko (Sep 18, 2012)

They could at least have made it a FF!

1 upvote
Rage Joe
By Rage Joe (Sep 18, 2012)

Shouldn't this be "Introducing The Hasselblad for Lunatics".

13 upvotes
HZP
By HZP (Sep 18, 2012)

Hasslebad?

9 upvotes
Bok7h
By Bok7h (Sep 18, 2012)

No, Hasselblad :D

1 upvote
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 18, 2012)

I call it Hizzle-Bizzle.

I have a creeping notion that people on this forum are not according this announcement the seriousness and respect that it so abundantly merits.

Oh, make mine in Circassian walnut, extra swirly.

0 upvotes
Curt Geiger
By Curt Geiger (Sep 18, 2012)

We're doomed...Captain Mainwearing, we're doomed! ;-)))

Lunar?- their heads are on the moon. Who's driving at Hasselblad?

Comment edited 1 minute after posting
1 upvote
Bok7h
By Bok7h (Sep 18, 2012)

Ok, I gonna try to post a constructive comment like many ppl :)
Blah blah and blah.... and blah !

1 upvote
Nerdlinger
By Nerdlinger (Sep 18, 2012)

Who'da thought they could make Pentax designs seem awesome?! (and I am a Pentax shooter)

0 upvotes
pureaxis
By pureaxis (Sep 18, 2012)

probably still sell well among the russian oligarchs, saudi princes, chinese princelings crowd

2 upvotes
DigitalPowerShot
By DigitalPowerShot (Sep 18, 2012)

No, they would rather buy a "Leica M9P Hermés" which looks awsome, like any Leica... But this Hasselblad?!?

0 upvotes
Antony John
By Antony John (Sep 18, 2012)

'Kitch' comes to mind on this one.
Looks like something a 'rapper' would appreciate.

0 upvotes
io_bg
By io_bg (Sep 18, 2012)

Did the designers want to make the ugliest possible camera? I think they've made a good job on that.

10 upvotes
DRabbit
By DRabbit (Sep 18, 2012)

My first thought: "That is the ugliest camera I have ever seen"

3 upvotes
John
By John (Sep 18, 2012)

I agree it is really ugly... so ugly that Stevie Wonder would'nt touch it, but the Leica Paul Smith Limited Edition is even uglier. ;-)))

3 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 18, 2012)

All the time with the exaggerations already.

It's the SECOND ugliest camera I ever saw.

0 upvotes
ManuelVilardeMacedo
By ManuelVilardeMacedo (Sep 18, 2012)

Oh God! So far I had only seen the top image, the one with the mahogany handgrip, but seeing the other six "prototypes" made my stomach revolve. This is fugliness at its worst.
Not so sure about the pudding moulds on the top plate, though...

5 upvotes
stevez
By stevez (Sep 18, 2012)

If Hassey reads all these comments, I think their plans may change.

0 upvotes
Bok7h
By Bok7h (Sep 18, 2012)

Sure, they really need our advice to design a camera. Haha !

2 upvotes
Piggy the bad
By Piggy the bad (Sep 18, 2012)

Oh dear. Brings back memories of the Hasselblad pan which was rebadged Fuji. This is for people who want a Sony nex7 but think I can't possibly spend so little money.

1 upvote
Rage Joe
By Rage Joe (Sep 18, 2012)

Hope that that leather covered hand grip is made of some endangered animal's skin, like the leica experience.

1 upvote
Esoz
By Esoz (Sep 18, 2012)

Are they serious?! @@

0 upvotes
SeeRoy
By SeeRoy (Sep 18, 2012)

Not just horrible: spectacularly horrible. But there will probably be plenty of half-wits out there who are prepared to buy it. Just look at Leica.

0 upvotes
dopsgp
By dopsgp (Sep 18, 2012)

At least Leica M lenses are (still) top notch and retain or even appreciate in value over time.

0 upvotes
Dabbler
By Dabbler (Sep 18, 2012)

These are right on for the Abu Dabi crowd! Hopefully we'll get some more decent lenses for the e-mount now...

1 upvote
Superka
By Superka (Sep 18, 2012)

Hasselblad has nothing to attract attention?

0 upvotes
Simon97
By Simon97 (Sep 18, 2012)

I like the wooden grip and the two on the bottom. The center left one should be sponsored by McDonald's :)

For me, I'll have to find a cheaper way to take pictures.

Comment edited 21 seconds after posting
2 upvotes
Jan Kritzinger
By Jan Kritzinger (Sep 18, 2012)

In stead of Hasselblad bodies, I'd rather want to see some Hasselbald E-mount glass! Sony bodies are perfect.

2 upvotes
JesperMP
By JesperMP (Sep 18, 2012)

Your wish is granted !
Zeiss makes lenses for Hasselblad.
Zeiss makes lenses for Sony E-mount.
Zeiss has just announced more lenses for Sony E-mount.

1 upvote
Piggy the bad
By Piggy the bad (Sep 18, 2012)

Jesper beat me to it.

0 upvotes
Piggy the bad
By Piggy the bad (Sep 18, 2012)

Jesper beat me to it.

0 upvotes
Rage Joe
By Rage Joe (Sep 18, 2012)

Looks HORRIBLE.

4 upvotes
qwertyasdf
By qwertyasdf (Sep 18, 2012)

Marc Newson the second?

0 upvotes
fenceSitter
By fenceSitter (Sep 18, 2012)

I don't think so. If Marc Newson's K-01 is dead in the water, then it's not because of its looks. I think it looks better than it works.

Technically it's an exceptionally stupid design, but I doubt that Mr Newson had any say in deciding upon its specifications.

0 upvotes
CFynn
By CFynn (Sep 18, 2012)

What happened to Swedish design?

The classic 500c/m Hasselblad was a masterpiece of design - this is absolutely hideous.

3 upvotes
revio
By revio (Sep 18, 2012)

I am with you: what happened? I feel good not living in Gothenburg (the city of H-blad manufacture) today...but still I live in Sweden where at least some of these grotesque designs may have been thought out...forgive "us" please.

0 upvotes
CFynn
By CFynn (Sep 18, 2012)

Had they been alive, maybe Col. Muammar Gaddafi or Michael Jackson would have bought one, I can't think of anyone else.

Comment edited 2 minutes after posting
0 upvotes
John
By John (Sep 18, 2012)

Looks like some Italian bloke with a guide dog is behind it! ;-)))

0 upvotes
Fuzi11
By Fuzi11 (Sep 18, 2012)

One time, we successfully mated a bulldog with a Shih-Tzu.
Yeah, we called it a bullsh*t.

Comment edited 3 minutes after posting
2 upvotes
ManuelVilardeMacedo
By ManuelVilardeMacedo (Sep 18, 2012)

Bullshitzu...? :)

0 upvotes
ar bee
By ar bee (Sep 18, 2012)

as soon as RR confirms that they will put a bespoke compartment in my new Ghost to "host" this jewel, I'll have my assistat order one

1 upvote
Mark Forman
By Mark Forman (Sep 18, 2012)

Is it a full Moon?

2 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 18, 2012)

It's half-moon. Ha ha!

0 upvotes
LebronPhoto
By LebronPhoto (Sep 19, 2012)

it's more like being mooned.

0 upvotes
David Zamora
By David Zamora (Sep 18, 2012)

I don't think they are planning on actually selling these like hotcakes. It's probably more of a commemorative debut of their first camera design resulting from their new partnership with Sony. I'd expect to see some more affordable designs from them soon.

1 upvote
Total comments: 757
678910