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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
34567
FTW
By FTW (Sep 18, 2012)

1133$ that is the price of a NEX-7, doesn't matter how fancy the look is, if it is a clown model like this one or a serious tool. Sony is now involved with Hasselbald to produce a common dslr, but, if they follow Hassy and Leica price policy, it will probably remain symbols. Obviously you pay here 3860$ to have the privilege to ow a Hasselbald, whooooow. And like always, every second a sucker gets born ...... I will buy a NEX-7 and take the 3860$ to shoot pictures on huge trip to somewhere on this globe. Sorry, I have a NEX-7, so let me think about all I can do with 5000$, maybe buy the economy Leica...mmmhh

Comment edited 10 minutes after posting
1 upvote
mandophoto
By mandophoto (Sep 18, 2012)

Yes, bling (Dean Martin comes to mind,) but at least it's an effort away from the black plastic blob "design" most gear heads are infatuated with. As for Hasselblad, I wish them well. We need more than two or three giant corporations stamping out cheap, black plastic blob cameras for the masses to endlessly bicker over which blob of camera is better.

3 upvotes
John 3
By John 3 (Sep 19, 2012)

I don't blob styling either - in cameras or cars. The Cadillac CTS coupe is nice though as in general I prefer a knife edge. The NEX-7 is nice too (to my eyes) and much prefer it to the Hasselbald versions

0 upvotes
mgblack74
By mgblack74 (Sep 18, 2012)

434 comments all saying the same thing. Hasselblad, are you seeing a pattern here?

3 upvotes
tkbslc
By tkbslc (Sep 19, 2012)

If we have time to waste on here, we aren't their Demo anyway.

0 upvotes
Miwok
By Miwok (Sep 18, 2012)

6 months in Bali, living like a King.. Or the Hassie...
Life is full of difficult decisions :(

Comment edited 41 seconds after posting
1 upvote
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Does it come with a spinner lens cover like the ghetto fabulous rims?
This is a camera for fat bald rich guys with no taste but thinks it will help him with the ladies.
Seems Hassie got a big fat check from Sony. Sony needs the Gravitas and Hassy needs the money.
Sad UGLY day

0 upvotes
Gerard Hoffnung
By Gerard Hoffnung (Sep 18, 2012)

Possibly the funniest comments on a camera I've ever seen.

4 upvotes
LFLee
By LFLee (Sep 18, 2012)

and I thought the Pentax K-01 is the ugliest camera... that title is now officially being take over by this Hassy.

Italian should forever be banned to design camera after this. :D

4 upvotes
RStyga
By RStyga (Sep 19, 2012)

K-01 is indeed different but it is not ugly. You cannot possibly compare the aesthetic lines, DSLR compactness and balance of K-01 with the redneck design approach of this Hasselblad!

1 upvote
bradleyg5
By bradleyg5 (Sep 18, 2012)

Nice try Hasselblad, but Leica already has the market cornered on pointless jewelry cameras.

5 upvotes
HGFGKM
By HGFGKM (Sep 18, 2012)

It is a fantastic looking camera with enhanced performance.....I only wish I had the money to buy it...for all those with negative comments and derisive remarks, I am only asking the question: Would you buy it if it cost $1,000?

1 upvote
Andrew Booth
By Andrew Booth (Sep 18, 2012)

Given that the NEX7 that it's based on sells for $1100, I might be persuaded to overlook the ugliness of the Hasselblad to save $100, sure.

5 upvotes
Gerard Hoffnung
By Gerard Hoffnung (Sep 18, 2012)

In a word "no" It's just plain fugly.

1 upvote
Marty4650
By Marty4650 (Sep 18, 2012)

No. I'd spend the extra $100 for the Sony NEX-7, just so strangers wouldn't think I am an idiot for having such an ugly camera.

It's worth $100 just to avoid the laughter.

7 upvotes
zapatista
By zapatista (Sep 19, 2012)

I'd buy one for $1000, assuming real Nex-7 image quality. Just to get the "you just took a picture of me with that ugly POS?!?" stares.

0 upvotes
carrigman
By carrigman (Sep 18, 2012)

This is a joke, right?

3 upvotes
DFPanno
By DFPanno (Sep 18, 2012)

Bling Bling for the Ding Dongs.

1 upvote
HBowman
By HBowman (Sep 18, 2012)

OMG !! I wonder how crazy is Kay on digitalrev TV right now. Give him one unit PLEASE !!! just for laugh !!

1 upvote
Marty4650
By Marty4650 (Sep 18, 2012)

I bet Koi would paint it pink. Or drag it behind a bus, to see how tough it is....

0 upvotes
mckenzy
By mckenzy (Sep 19, 2012)

Kai! Do this for us PLEASEEEEE...????

0 upvotes
draschan
By draschan (Sep 18, 2012)

APSC: NO, E-MOUNT: NO, KLINGONITE DESIGN NO NO NO !

3 upvotes
ddolde
By ddolde (Sep 18, 2012)

Fit for a Klingon or Romulan but not for humans with a shred of taste.

6 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Klingon taste lololololol

0 upvotes
Jon Ragnarsson
By Jon Ragnarsson (Sep 19, 2012)

Hu'tegh petaQ!

1 upvote
ZorSy
By ZorSy (Sep 18, 2012)

I bet the box this thing come packed in will be equally "exciting" ....correct me if I'm wrong - but these dials, are they made out of toothpaste lids or I just imagine it?

5 upvotes
sensibill
By sensibill (Sep 18, 2012)

Hideous. Probably takes good pictures, but would you be caught dead with one?

1 upvote
Todd Ka
By Todd Ka (Sep 18, 2012)

But can i get it the grip wrapped in albino elephant foreskin?

13 upvotes
AbrasiveReducer
By AbrasiveReducer (Sep 18, 2012)

I can see a complete set of these--one in each color scheme--on the cover of the KEH catalog.

0 upvotes
dickcox
By dickcox (Sep 18, 2012)

The Hasselblad marketing literature states that the Lunar "...is the first DSLR aimed at the burgeoning gangsta rapper enthusiast segment."

This camera is more ridiculous bling than anything else. Burled walnut, gold? Where is the sapphire-encrusted grip? A carrying case made from the skin of baby seals? Most disappointing. If one can afford it and desires to spend money on such a gaudy trinket, enjoy. Personally, I would be embarrassed to be caught using the Lunar; I'd rather be seen with a Holga...

7 upvotes
thx1138
By thx1138 (Sep 19, 2012)

I think there was a typo and the product is actually the Looney. To me it looks like a prediction of a futuristic camera as you would see exhibited at the 1950 world fair. "Sometime in the future people will be able to sit back in comfort while their personal robot assistant take photographs in style with the amazing Hasselblad Lunar. When it's not being used as a camera it doubles as radio being able to listen in on the magical new FM band"

0 upvotes
dickcox
By dickcox (Sep 19, 2012)

Funny that you mention radio; the wood panelling and knobs remind me of an old Koss or KLH bedside radio...

0 upvotes
h holland
By h holland (Sep 18, 2012)

quelle design terrible...

3 upvotes
marcocoppiardi
By marcocoppiardi (Sep 18, 2012)

The partnership of Sony and Hasselblad has the potential to be a very good thing for both companies, let's wait and see. However, these early prototypes with the two top plate knobs, make me think of teletubbies ergonomics!

3 upvotes
Richt2000
By Richt2000 (Sep 18, 2012)

Good for Sony, they sell five or six more NEX 7s and when Hassy shares are worth nothing, they can buy the name for $1 and start making MF kit

5 upvotes
Michaels7
By Michaels7 (Sep 18, 2012)

@Richt. Ironically I was thinking about Sony and them making medium format sensors. I'm predicting that this is going to happen and the price will force the medium format prices down, similar to what Sony had done with the f.f. cameras.

2 upvotes
thx1138
By thx1138 (Sep 18, 2012)

Oh my, this thing fell off the ugly tree and hit every branch on the way down. Luckily it won't cost much so that should make up for the styling somewhat :)

2 upvotes
Bigbokeh
By Bigbokeh (Sep 18, 2012)

Look - once upon a time you could whip out a Hassey and people knew you were serious - now we have this thing that looks like Frankenstein meets Godzilla and we marry a once proud name to JUNK. I don't care for sony cameras at all - None of them are appealing - amusing not appealing. Victor can you pull your head out of your A$$ and give us a system that we can use our legacy glass with FOR THE LOVE OF GOD MAN! Folks are giving away insanely fantastic glass and moving away from systems that cost 30K just to join the club. I think all of the manufacturers can go to hell for creating this arms race - I remember the Nikon F4 - It was revolutionary but took years to iron out but MAN when you held it in your hands - Magic - So was the 503CX and the Pentax 645. Now we sit here bludgeoning each other to death over CanonSonyNikon's 1 more pixel race. We see bright spots FUJI but mostly imagination SUCKS - Give me something to revive my Rollei and use its optics that isn't 9K and I'm out

2 upvotes
Klaus H
By Klaus H (Sep 18, 2012)

Mate, get it right - It's a Franken-blad ;-)))

2 upvotes
mmcfine
By mmcfine (Sep 18, 2012)

yes you right but also wrong. I also remember many things back in the analog days, these are modern times and if you want to shoot film and run around with a Rollei be my guest.
Hi-tech and micro-tech are the second industrial revolution and I am sure 100 years ago people bitched about those things on four wheels that looked like Godzilla.
Cheers

0 upvotes
Bigbokeh
By Bigbokeh (Sep 18, 2012)

The point I'm making is Franken-blad (thanks mate) be damned - I have all the digital equipment I need but to obsolete the T* glass for this is not just a slap - it is a slap with a crapfilled sock. I don't want to go back I just want to move forward elegantly. Give us a V system for 5K - design a back to drop into my F4 to go digital - INNOVATE and CREATE this isn't innovative or creative at all - this is putting lipstick on a pig and calling it Paris Hilton - no wait - bad analogy - I want products that make Bloody sense man - and this anit it. So you think in 100 years someone will look at this camera and mistake it for innovative - only in a post Obama re-elected Killed everything that is decent in the world apocalyptic nightmare that I do not wish to participate in - nope I don't think so... But let's see if history will be kind to this design - Dark days ahead friends if this is our future...

2 upvotes
jase
By jase (Sep 18, 2012)

Those blokes at Leica have been rebadging Panasonics for years why don't we...

6 upvotes
Klaus H
By Klaus H (Sep 18, 2012)

Sadly mate, that's exactly their mentality. I got that from someone in the know!

0 upvotes
gustabod
By gustabod (Sep 18, 2012)

perhaps if they just rebadged a NEX into a Sony-blad they would have had more general appeal. I reckon this one will sell well in Dubai.

2 upvotes
tkbslc
By tkbslc (Sep 19, 2012)

At least Leica only doubled the price and included Adobe Lightroom to help make up the difference.

Comment edited 1 minute after posting
0 upvotes
cangi
By cangi (Sep 18, 2012)

i own a sony NEX-7 and i am very happy with it as it's a very good camera, but i couldn't and wouldn't pay $6,500 for it. i don't see any difference between this and the NEX-7 except for the skin. it doesn't even come with a few good lenses like the fuji x pro 1. this is just ridiculous!

3 upvotes
Tom Caldwell
By Tom Caldwell (Sep 18, 2012)

I agree, the Edsel worked as well, but nobody stopped laughing long enough to buy one.

1 upvote
AbrasiveReducer
By AbrasiveReducer (Sep 18, 2012)

BMW doubled down on the toilet seat design and people love it.

1 upvote
Braxton7
By Braxton7 (Sep 18, 2012)

I like the snakeskin one best http://2.static.img-dpreview.com/files/news/8207632916/Lunar4.jpg?v=1584 That flash looks baddass with it :)

0 upvotes
Seedeich
By Seedeich (Sep 18, 2012)

They only have to glue some snakeskin on the lenses as well and I'll buy it.

3 upvotes
Camediadude
By Camediadude (Sep 18, 2012)

I was eating when I just opened that link :(

4 upvotes
Camediadude
By Camediadude (Sep 18, 2012)

Surprise! Hasselblad just trolled us all real hard, and we can all share a big laugh now ... Good one, Hasselblad! You actually had us all believing this joke for a minute there. :P

Comment edited 5 minutes after posting
9 upvotes
Chris Tofalos
By Chris Tofalos (Sep 18, 2012)

Lunar... Has that anything to do with lunacy? :-)

4 upvotes
Richt2000
By Richt2000 (Sep 18, 2012)

Great minds think alike - see below :-)

0 upvotes
Cytokine
By Cytokine (Sep 18, 2012)

I have never seen this forum so united on any subject! Why? Take a camera which some might call innovative for being compact and affordable and then add a pair of Dutch clogs, save the leather for another prototype. Mess with the control layout that has taken half a century to perfect. Add the worlds most respected company logo and cook for 1 hour = Large, heavy, unusable camera that is really expensive. They have in affect "De-innovated the original camera" and no doubt will charge 10 times as much.

John

0 upvotes
psn
By psn (Sep 18, 2012)

No doubt this camera is not for you. But the real question is have you ever used this particular camera to come up with such opinion?

0 upvotes
Cytokine
By Cytokine (Sep 18, 2012)

PSN

You have a fair point! No I have not tried this camera. I usually buy a camera to take pictures, and the best currently available is the Nikon D800 / D800E which is very close to medium format in IQ .

Why would H'blad choose to tart up the exterior of a Sony camera when they could have introduced a 35mm affordable studio camera system. Or another completely innovative system Sony could have gone to an Italian designer themselves.

John

2 upvotes
dickcox
By dickcox (Sep 18, 2012)

PSN, who appointed you Gestapo in charge of opinion? A person can express an opinion based on an evaluation of a product's aesthetic appeal and conceptual intent and design as evidenced by company marketing spiel.

Get off your sanctimonious high horse and get a sense of humor.

Comment edited 2 minutes after posting
1 upvote
Richt2000
By Richt2000 (Sep 18, 2012)

Can't wait to see the 'pimp my nex' faux wooden covers/skins on eBay from China for $2.99 free shipping!!!!

8 upvotes
pbailey4
By pbailey4 (Sep 18, 2012)

all of a sudden its the first of April - all fools day. this is a joke ? right?

Would have been so difficult to make a 24 by 36mm sensor based camera in the style of a 500cm with a prism finder - live view in place of the film magazine, and please upgrade the lenses to robust and detailed quality control to send the 99% back to Sony for the regular consumer market?

Comment edited 4 minutes after posting
1 upvote
zapatista
By zapatista (Sep 18, 2012)

How much will these bodies be worth 75 years from now on Antiques Cyber-Road Show?

Comment edited 1 minute after posting
0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

A coupon for Red Robin

0 upvotes
Zerg2905
By Zerg2905 (Sep 18, 2012)

Now, if someone on this site keeps saying that Canon is "milking the customers"... Then Hassy is the "Future Proof Advanced Milking"... Earnings per share, I understand, but this has gone a bit too far. Cheers! :)

3 upvotes
Jim Radcliffe
By Jim Radcliffe (Sep 18, 2012)

Now you really have to worry about camera bugs.... termites!

3 upvotes
Kukaduro
By Kukaduro (Sep 18, 2012)

The Pontiac Aztek of the cameras!

13 upvotes
ryansholl
By ryansholl (Sep 18, 2012)

Oh now that's just outright mean. Buick Rendezvous at worst!

0 upvotes
Gerard Hoffnung
By Gerard Hoffnung (Sep 18, 2012)

Man, you sure know how to hurt Hasselblad :)

0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Lololololol
Don't diss Walter Whites car.
That is far uglier.

1 upvote
Stephan Def
By Stephan Def (Sep 18, 2012)

OK that wooden Grip is worth about €5000 , I guess...

But I am willing to bet Rollex could do an even better package of the Nex 7 and ask for much more ...

Cameras entering an age of pure decadence?

Maybe its time apple or google got into this business and give them some serious disruption.

1 upvote
Richt2000
By Richt2000 (Sep 18, 2012)

This thing makes Pentax's K-01 look good.

They should rename it to the Hasselblad Lunacy.

Hassy are finished...

Comment edited 5 minutes after posting
3 upvotes
desmond2046
By desmond2046 (Sep 18, 2012)

This is such an ugly and ridicules camera that I would definitely choose NEX-7 over it even they are priced the same.

1 upvote
Jahled
By Jahled (Sep 18, 2012)

That has to be the most hideous thing dressed as candy I have ever seen in this modern age

0 upvotes
Marty4650
By Marty4650 (Sep 18, 2012)

Why is Hasselblad embarrassing themselves this way? Even Leica doesn't have the nerve to re-badge a Panasonic camera and sell it for five times as much. They only slap on a 50% premium for the red dot, which starts to look reasonable compared to a $6500 Sony NEX 7.

Don't they realize people are laughing at them?

8 upvotes
Yiotis
By Yiotis (Sep 18, 2012)

Laugh is good for our health, let them do their thing...

3 upvotes
Seedeich
By Seedeich (Sep 18, 2012)

After this... which professional photographer wants to use Hasselblad?
It might become a reputation disaster.

From a design point of view...
The carbon fiber version looks quite cool... if there weren’t these Rolex dials.
The lenses look totally out of place.
That flimsy pop-up flash on a gold body... ridiculous.
Didn’t they have time or competent designers to finish the project if they really want to go the kitsch-route?

Comment edited 9 minutes after posting
4 upvotes
Marty4650
By Marty4650 (Sep 18, 2012)

Seedeich...

This camera isn't meant for photographers. It is meant for Saudi Princes, Russian Mafia members, and the new Chinese billionaires.

When they buy them, they will probably never use them to take photos. It will just be a form of high status jewelry. Even if some of them do try to take photos, you can bet the camera will be on the "Smart Auto" function.

1 upvote
Seedeich
By Seedeich (Sep 18, 2012)

Marty, I’m aware of that it’s not targeted at photographers.
The problem is, that they do it under the Hasselblad label.
Before this, the name Hasselblad was only associated with pro-photo-tools, even if lots of their customers where non-pros, who want to buy into a prestigious label.
Now the label Hasselblad is f*** associated with kitsch.
Seems to be a great achievement. Grrr.

3 upvotes
Marty4650
By Marty4650 (Sep 19, 2012)

You're absolutely right about that.

It's painful to see a company known for high quality goods stoop this low to make a buck.

Whats next?
The $9000 Hasselblad Special Edition iPad?
The $7000 Hasselblad Special Edition Nokia Cameraphone?

2 upvotes
Richt2000
By Richt2000 (Sep 18, 2012)

Very very bad move for Hassy.
£5000 - £800 for a NEX7 (which is what it is) = £4200 for a wood grip and carbon body.

I thought Digi lux users who paid a premium for rebadged Panasonic products were insane, but if anyone buys this then they really should be sectioned.

Funny how they have a £5000 wooden NEX7 mounted to a £200 el cheapo kit zoom (which is horrendously soft at the long end)

Perfect for the MF savvy photographer!

Comment edited 2 times, last edit 5 minutes after posting
4 upvotes
rjx
By rjx (Sep 18, 2012)

I was excited when I heard Hasselblad was rumored to announce a mirrorless camera at photokina. But i'm very disappointed with what they actually decided to produce.

Coming from Hasselblad, I didn't expect something cheap or inexpensive. But this camera? Are you joking? I want Hasselblad quality both internally and externally + quality Hasselblad glass to go with it. If I wanted a Sony Nex, I would already have one.

In the past I thought Leica was bad with their pricing. Yes, Leica might charge more than they have to. But a camera like the M9 / M is a special camera and no other camera manufacturer is producing anything like it at the moment.

But in Hasselblad's case, this is just a luxury version of the Sony Nex 7 with a major price increase. I really expected more from Hasselblad. Hasselblad could have created something very unique with their own spin on the mirrorless market. Instead they basically repackage the Nex 7.

Comment edited 2 times, last edit 2 minutes after posting
2 upvotes
rjx
By rjx (Sep 18, 2012)

Here's a quote from http://www.hasselbladbulletin.com/uk/jul-2011/update/hasselblad-set-for-growth-under-new-european-owners.aspx
"Hasselblad is planning a rapid expansion of cutting edge capture products and is set to target new imaging markets following the company's acquisition by Ventizz Capital Fund IV, LP, a private equity investor exclusively advised by Swiss- and Germany based Ventizz Capital Partners AG."

Okay, I can see how they're targeting a new market with a Nex-like mirrorless camera. But what's cutting edge about it? The body?

1 upvote
rjx
By rjx (Sep 18, 2012)

On July 27th, this link posted a Hasselblad invitation leak for September 18 Photokina press conference
http://www.1001noisycameras.com/2012/07/hasselblad-sending-invites-for-september-18-photokina-press-conference.html

"In 2002 at photokina Hasselblad launched the revolutionary H System that changed and shaped the medium format market of the new millennium. Embraced by professional and amateur photographers around the world, it is still the unsurpassed standard for craftsmanship and ultimate image quality.

In 2012, 10 years later, our commitment to innovation, evolution and expanding to new horizons is as uncompromising as it has always been in the century long history of Hasselblad."

So the Lunar is Hasselblad's "commitment to innovation?" You got to be joking!

4 upvotes
John
By John (Sep 18, 2012)

Ventizz have wasted their money. I'll be surprised if they are still around in 3 years. This Franken-blad of a camera will not revive their fortunes.

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

I think it's too sexy, but at $5000 too sexy for it's shirt

Comment edited 2 times, last edit 3 minutes after posting
1 upvote
wildbild
By wildbild (Sep 18, 2012)

I think Hasselblad is totally underestimating Russian and Asian customers.
Mimiking bad tast is hopefully not leading to solid revenues.

0 upvotes
sbrady
By sbrady (Sep 18, 2012)

The announcement that hasselblad actually expect to sell this average camera technology in a ridiculous looking body for 5000 euro is an outright insult to consumers. How stupid do they think we are? I actually didn't have an account here but signed up to comment on this because this camera is just completely outrageous... Here's hoping the other reputable camera manufacturers don't go down this road!!

0 upvotes
Hugo808
By Hugo808 (Sep 18, 2012)

Gosh, for once every commenter is in agreement.

This is a non-starter, I hope 'blad read this and save their money, and their reputation!

5 upvotes
RoelHendrickx
By RoelHendrickx (Sep 18, 2012)

Butt-ugly and expensive.
Hasselblad follows Leica's cue, but at least the ridiculous Leica special editions are still Leica cameras under the nail polish, while it seems that Hasselblad only provides a name and a pricetag here.

0 upvotes
Camediadude
By Camediadude (Sep 18, 2012)

Cue the eyeroll smiley! This surely does not increase my respect and admiration for the currently managed Hasselblad. However, let us not allow the current mismanagement to dull the legacy that they have established over the past century. Hasselblad will never again replicate its success, I feel, sadly ... not in relevance, or in innovation, or in devotion to its roots. But then, I doubt few other cameras can relive those heady days of film. Everything has its time, I reckon!

Comment edited 3 times, last edit 6 minutes after posting
1 upvote
Elaka Farmor
By Elaka Farmor (Sep 18, 2012)

This is a good way to sell your soul.........

0 upvotes
Bigbokeh
By Bigbokeh (Sep 18, 2012)

and a bad way to try and turn a profit - they must think the market is full of morons - I can't wait to see someone walking through the park with one of these - I don't think a prosecutor in the land would prosecute anyone for stoning that person - I don't want to incite violence but anyone that stupid is clearly a threat to the universe...

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