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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
45678
Yanko Kitanov
By Yanko Kitanov (Sep 18, 2012)

Is it fools-day or is this for real?

Looks like the marketing department all got addicted to mescalin initially and then a bit later took over the management of the company ...

Going to puke now...

3 upvotes
Toccata47
By Toccata47 (Sep 18, 2012)

Something is very wrong in camera-land.

4 upvotes
Antonio Rojilla
By Antonio Rojilla (Sep 18, 2012)

This is like if Lamborghini took a Volkswagen New Beetle and came with this:

http://i.imgur.com/7U1gH.jpg

And then they want to charge you five times more.

5 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

Lamborghini is owned by Porsche and Porsche own's Volkswagen and Audi, so what is your point?

0 upvotes
Antonio Rojilla
By Antonio Rojilla (Sep 18, 2012)

@Boerseuntije You must be the soul of any party.

Oh, I see by your comments that you actually LIKE this monstrosity. :baffled:

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

Obviously these folks think alike -car looks like it must be from Pakistan

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

Antonio, I said I think it's too sexy for it's shirt, The only thing I like from this Sony Hasselblad team is that I might see a MF camera from Sony at a price that would not make my wife divorce me....LOL

0 upvotes
cgarrard
By cgarrard (Sep 18, 2012)

I suspect a few reactions like this:

http://images2.wikia.nocookie.net/__cb57525/hitlerparody/images/6/67/Toht.jpg

1 upvote
Richard Franiec
By Richard Franiec (Sep 18, 2012)

The concept is not targeting usual suspects: Russian prime ministers, overachieving doctors or people with more cash than they can count.
"Luxury market" in China will take any extreme extravagance as symbol status. I can see these people lining up for one of a kind ridiculously overpriced gadgets.

1 upvote
Decnex
By Decnex (Sep 18, 2012)

Should do well in China, not too many people there will want to be seen with a Sony camera at the moment! All it needs is a big funky lens from Carl Zeiss or schneider K on it. Done to match the cameras aesthetics of course.

1 upvote
Bigbokeh
By Bigbokeh (Sep 18, 2012)

what aesthetics?

1 upvote
steelduck
By steelduck (Sep 18, 2012)

That looks like something from an eighties sci fi movie... and not in a good way.

1 upvote
Smaugg
By Smaugg (Sep 18, 2012)

This looks like something an upmarket Russian hooker would carry and be proud of.

Comment edited 12 seconds after posting
11 upvotes
Rawmeister
By Rawmeister (Sep 19, 2012)

Best laugh of the day - thanks!

0 upvotes
Jim144
By Jim144 (Sep 18, 2012)

That's horrible.

But, you have to admire them if they have customers who will actually buy it. Any business is about extracting money from its customers, so if they're successful, hats off to them! (And pity for their buyers.)

Comment edited 17 seconds after posting
0 upvotes
CanadianCoolpix
By CanadianCoolpix (Sep 18, 2012)

'Any business is about extracting money from its customers' - That's if your restrict your time frame to the past 20 years. It hasn't always been the case for 'any business' - only now.

Business has almost successfully defined the human condition as being exclusively self-interested - a term that only really defines the corporation. But I can report, thankfully, that it is really only semi-effective propaganda. People are still people; corporations are not.

0 upvotes
tanmancs
By tanmancs (Sep 18, 2012)

Leica next?

0 upvotes
StopMoKid
By StopMoKid (Sep 18, 2012)

This is indeed an odd looking concept but what strikes me far more odd is the choice of APS-c. With Hasselblad being a defining name in medium format and the recent unveiling of VG-900, proving that sony is willing to pair a full frame sensor with the e-mount, I would never have guessed they would have dropped down to below full-frame with this model.

I can only assume it involves the market and price targets they plan for this system, but if it cost near as much as the 6D and D600, I fail to see many people choosing this instead of buying a normal nex camera. (Then again, the Leica X2 exists at $2000, with a fixed lens to boot) Ah, and let's not forget sony wants to sell a fixed lens, full frame camera for the price of their A99.

This is an interesting year for sony, I'll give them that.

0 upvotes
CanadianCoolpix
By CanadianCoolpix (Sep 18, 2012)

Maybe the quality of sensor vs the size of the camera has overtaken Hasselblad's need for the bigger sensor? A smaller camera has real advantages.

0 upvotes
CanadianCoolpix
By CanadianCoolpix (Sep 18, 2012)

But, I agree that it is an outrageous price. Still, Asians are all abuot prestige and name recognition, and conspicuous consumption.

0 upvotes
Bigbokeh
By Bigbokeh (Sep 18, 2012)

Amusing - entertaining - must be a great year at Sony to have this much R/D money to throw at nothing - I considered the 99 for about not really but I tried to consider it - now I feel foolish for even the thought... A company like this is scary they can spend so much money and effort to develop products that 4 people will own. I thought Aston Martin was crazy (and they are)

0 upvotes
GabrielZ
By GabrielZ (Sep 18, 2012)

A Sony Nex-7 in drag? Hassy you must be kidding!

8 upvotes
alex
By alex (Sep 18, 2012)

Their R&D must be morons.......SACK'EM!

1 upvote
Wm Karoly
By Wm Karoly (Sep 18, 2012)

How about a Kiev 88D? Now that I could really go for.....

0 upvotes
Uaru
By Uaru (Sep 18, 2012)

somehow I started to think about big fluffy pink cadillac.... this is no camera - it is jewellery, and of poor taste...

When I saw the headline, I felt something incredible might be happening - but when I saw those photos, and read the news - I understood the "incredible" can have also a negative meaning.

1 upvote
Cass_Rimportant
By Cass_Rimportant (Sep 18, 2012)

It made me think of large diamond stud earrings, orange fake tan, and Ed Hardy t-shirts.

2 upvotes
Cass_Rimportant
By Cass_Rimportant (Sep 18, 2012)

I actually had to do a split second mental check that it wasn't April Fools Day.

0 upvotes
Tape5
By Tape5 (Sep 18, 2012)

It is always a mistake to ask grandpa to get up and dance.

0 upvotes
Bigbokeh
By Bigbokeh (Sep 18, 2012)

Well it looks like gramps just farted and p!ssed all over the dance floor. I think he crapped his pants too...

0 upvotes
Dafffid
By Dafffid (Sep 18, 2012)

These guys will buy it:
http://www.facebook.com/media/set/?set=a.10151161162199851.471883.96845044850&type=1

0 upvotes
reklam888
By reklam888 (Sep 18, 2012)

Hasselblad DON'T do this. Instead go for your traditional design with the display on top, that would make a difference when all SLRs look the same.

0 upvotes
The Jacal
By The Jacal (Sep 18, 2012)

Is it possible to un-see things?

19 upvotes
cruser2469
By cruser2469 (Sep 19, 2012)

Yes. The recipe.....Tequila and more Tequila

0 upvotes
_sem_
By _sem_ (Sep 18, 2012)

So this is this year's autumn fashion :) :) :)

0 upvotes
Ann Chaikin
By Ann Chaikin (Sep 18, 2012)

Good grief. The looks of the think make me want to run away.

0 upvotes
LaFonte
By LaFonte (Sep 18, 2012)

They should make it as a kit where you pop inside your NEX7.

0 upvotes
Tape5
By Tape5 (Sep 18, 2012)

It is so sexy it should be sold only to over 18s, preferably with a free K-Y Jelly tube.

1 upvote
JimWongyyz
By JimWongyyz (Sep 18, 2012)

No Swarovski crystal version ? I would buy one if it is covered with Swarovski crystal to go with my wife's Hermes Grace Kelly bag.

0 upvotes
The Jacal
By The Jacal (Sep 18, 2012)

Give it time. I'm waiting for the blood diamond and panda hide edition.

4 upvotes
jon404
By jon404 (Sep 18, 2012)

Or the limited edition Bvlgari lens ring.

0 upvotes
disraeli demon
By disraeli demon (Sep 18, 2012)

Pic 4 (2nd row right) looks like one of those steampunk remakings that you see at scince fiction conventions...

0 upvotes
mholdef
By mholdef (Sep 18, 2012)

Quite repulsive...

1 upvote
Tape5
By Tape5 (Sep 18, 2012)

It is so painful to look at, I think it is only fair if it is sold with a voucher for a free Swedish massage.

2 upvotes
The Jacal
By The Jacal (Sep 18, 2012)

A year's subscription more like.

1 upvote
jon404
By jon404 (Sep 18, 2012)

Massage at a spa in Tucson, by certified-conservative Sarah Palin. Wouldn't want those liberals to lay hands on a Lunar owner!

0 upvotes
mrdat222
By mrdat222 (Sep 18, 2012)

Maybe someone will make a case that can take your NEX and make it look like the Lunar

0 upvotes
jon404
By jon404 (Sep 18, 2012)

I think I will make a rare-wood finger grip for my Kodak Mini 200, perhaps distressed birch, playing off against new powder-coated panels in 1965 Cadillac Firemist Red metallic.

0 upvotes
rondom
By rondom (Sep 18, 2012)

Never place your camera in a microwave, but if you do, make sure to include the lens.

3 upvotes
MGJA
By MGJA (Sep 18, 2012)

Back when Sigma introduced the Extra Special Delux Rainforest Grip with Burly Burl for Pimp McDaddy Edition of their latest, insanely overpriced for what it was, DSLR, I thought I've seen it all.

But Hasselblad goes one better. This is both hideous, tasteless and instantly brands the putative owner as an arrivista parvenu.

3 upvotes
HBowman
By HBowman (Sep 18, 2012)

You get it wrong. SIGMA released the SD1 overpriced only because they had problem with wafers yield. Now it is normal price.

For the wooden thing, it is at the initiative of a German Factory, not and never SIGMA.

Just to say ;)

0 upvotes
Cipher
By Cipher (Sep 20, 2012)

No...you got it wrong. Sigma released the SD1 thinking they could convince people it was the same as a medium format camera and pay $10k then $6.8k for it. After a year they sold 2 bodies and so they had to drop the price to encourage more sales. To save face they had to come up with a story. That story was that they managed to cut the manufacturing cost of the sensor by over 66%...a world record. But of course the real story was they got greedy and it didn't work. Sigma fans are so gullible...they'll believe anything...

0 upvotes
vapentaxuser
By vapentaxuser (Sep 18, 2012)

This is like the camera equivalent of the Chrysler TC by Maserati

0 upvotes
jon404
By jon404 (Sep 18, 2012)

Not fair! The TC is MUCH better looking than the Lunar. I saw one close up recently, in great shape, driven by an older lady who just loved it. Not to my taste, but it was perfect for her. And, as it is basically a K car, not hard to maintain.

0 upvotes
Shamael
By Shamael (Sep 22, 2012)

convertible TC is a huge car, the coupe looks like the rear of a Lincoln MK3 glued to the front of a Lancia Delta. But still, the design was not so bad. You can not compare it to the Hassony disaster in any way.

0 upvotes
Sandyramirez
By Sandyramirez (Sep 18, 2012)

And folks complain about Leica's cameras! So basically a rebadged NEX-7 for about the price of a Leica M and about a $500 more than the M-E, both of which are Full Frame units.

While I am not usually one to complain nor really much of a gearhead, even I have to scratch my head at this. While folks complain that Leica is trying to cash in on their name, this is definitely a case of that.

1 upvote
Ulfric M Douglas
By Ulfric M Douglas (Sep 18, 2012)

Terrifying!
NEX-7 that will eat your babies!
Darth Vader would have a black one that hissed.

2 upvotes
hoggdoc
By hoggdoc (Sep 18, 2012)

What a freakin joke. This is actually worse than the recently announced SONY FF P&S. I think its interesting that both these designs are involving SONY.

I have often said, SONY is not a camera company and more Nikon or Olympus are TV companies. They should stick to what they know. How many failures do they need before they learn.

0 upvotes
raimundo gaby
By raimundo gaby (Sep 18, 2012)

I like it a lot. I love how different the camera is, and with the right combination of materials, the design can be very modern and attractive. I am surprised about the reaction in this forum. I just wish they had used a FF sensor.

0 upvotes
hoggdoc
By hoggdoc (Sep 18, 2012)

RU you joking, $6500 for a DX sensor mirror-less camera, what are you smoking and can I have some?

1 upvote
Tape5
By Tape5 (Sep 18, 2012)

I wished they had used a common-sensor.

3 upvotes
raimundo gaby
By raimundo gaby (Sep 18, 2012)

I have the right to a different opinion. I just wish people would be less set on their ways, and accept that some of us look at the world with different lenses. My observation solely focused on the design itself. I have no interest in buying a DX camera. However, if they had used the new FF RX1 as the base, I would consider buying one for sure. Peace.

0 upvotes
fad
By fad (Sep 18, 2012)

Yikes. I could be the target market.

Doing street in Soho and downtown Manhattan, I quickly learned not to dress like a ninja. I dress like a slob (usual), an artist, a businessman, or a tourist, I get general acceptance from this wealthy and highly sophisticated crowd. Another persona that works is dressing like a fop, and putting on a Billingham photo vest. This would be the perfect camera for that disguise. But it should be FF.

0 upvotes
fad
By fad (Sep 18, 2012)

Living down here for many years we've come to appreciate modern design. And I've come to face the fact that all of my cameras (and yours) are butt-ugly. Down here, I've noticed the artistry that ladies put into their appearance. It is creative and beautiful. And I've come to appreciate the all too common tragedy of beautiful and classy women walking down the street with guy dressed --well, like me. Totally clueless, us guys. Disgraceful.

And that is why your camera is butt ugly. It's not frugality, or functionality. It the cluelessness of men who photograph and don't know any better.

Think how much nicer your camera would look if it were designed by Ikea even. It's time for us to get with the program.

1 upvote
hoggdoc
By hoggdoc (Sep 18, 2012)

Who cares what it looks like as long as the images are great and the ergonomics work..... Just what we need another fashion statement, sure you aren't from West Hollywood?

1 upvote
fad
By fad (Sep 18, 2012)

Who cares what I look like as look as I take great images and my ergonomics work?

My wife and daughter. That's who. And the ladies at church. And maybe other street photographers.

And no, I grew up on the streets of the Lower East Side. And I dress like a slob. But my wife made me wear these limited edition hand made silk suspenders to church and one lady reminisced about how her dad maintained quality control for Begdorf's and another about how the design reminded her about her family history and another, an artist, asked me where I got them.

It's ok for guys to pay attention to design, really. It's a part of life, and a part of being civilized, which may not come as naturally to us men. But we shouldn't avoid it out of pig-headedness.

0 upvotes
Cass_Rimportant
By Cass_Rimportant (Sep 18, 2012)

I pay attention to design. I don't dress like a slob. I care what my camera looks like. I really prefer the clean functional look of a NEX-7 to this gaudy monstrosity.

0 upvotes
Felix E Klee
By Felix E Klee (Sep 18, 2012)

Reminds me of the camera in one of the original Rhino 3D tutorials. ;-)

0 upvotes
Stephen123
By Stephen123 (Sep 18, 2012)

The price is quite favorable compared to a Leica. If they rein in the weird color schemes, I suspect it's success will depend on how if feels in the hand.

2 upvotes
hoggdoc
By hoggdoc (Sep 18, 2012)

It's a SONY, geez.....

2 upvotes
Plastek
By Plastek (Sep 18, 2012)

...aaannd?

0 upvotes
JEROME NOLAS
By JEROME NOLAS (Sep 18, 2012)

Suddenly Leica seems like the most logical camera on the moon, oops I mean the photo market. That's not even FF? The whole world is going crazy...

1 upvote
hoggdoc
By hoggdoc (Sep 18, 2012)

Amen....

1 upvote
jmmgarza
By jmmgarza (Sep 18, 2012)

Sony could use some good Hassy/Zeiss lenses.

1 upvote
mrdat222
By mrdat222 (Sep 18, 2012)

It's called the Zeiss lenses that already mount and AF on the Sony bodies. =/

3 upvotes
tomatoketchup
By tomatoketchup (Sep 18, 2012)

The first thing that came to mind after seeing this was Hans Landa's ridiculous pipe from Inglourious Basterds.

0 upvotes
ryansholl
By ryansholl (Sep 18, 2012)

Conjuring that image, and then the rest of the film, has brightened my day.

0 upvotes
tomservo33
By tomservo33 (Sep 18, 2012)

Seriously, I thought this story was a joke with cgi mockups and then I saw the photos of this absurd device, and to top it off, it has to use Sony Nex mount lenses!!! Wow....money well spent Hassy :)

1 upvote
hoggdoc
By hoggdoc (Sep 18, 2012)

Oh but it is a joke, only they will make it and hope there are enough stupid people to buy it.

0 upvotes
Mark Bochkovskiy
By Mark Bochkovskiy (Sep 18, 2012)

Hassel is sinking to the Sony level.

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

Or is it the other way around?

1 upvote
kevin_r
By kevin_r (Sep 18, 2012)

You have to be a Lunartic to buy this at this price. Sorry, couldn't help myself.

0 upvotes
Tape5
By Tape5 (Sep 18, 2012)

When you see weird stuff like this, don't let it make you think that Santa doesn't exist. All that is happening here is that someone along the decision lines, is snorting coke. That is all.

1 upvote
Harry Lime
By Harry Lime (Sep 18, 2012)

They can't be serious. It looks like it was designed in a brothel.

I think Victor Hasselblad just rolled over in his grave

7 upvotes
magneto shot
By magneto shot (Sep 18, 2012)

so this is the heart of the hassey culture...duh i tot they have real technical advantages....

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

wut?

0 upvotes
Edmond Leung
By Edmond Leung (Sep 18, 2012)

This is not a new concept to Hasselblad.
Hasselblad also worked with Fujifilm before...
Both Hasselblad XPAN (6x9) and Fujifilm TX-1(6x9) are the same camera; and both were manufactured by Fujifilm.
But both were not successful.
Now, Sony NEX 7 and this Lunar... Let's see if they can success.

1 upvote
sl os
By sl os (Sep 18, 2012)

X-Pan was a 135 - 24x65!(not 6x9), that's true made by Fuji but beautifully designed and had big success between panoramic -photo lovers. Still have&use it. BTW Fuji's XF et c.t. design come very close to that Hassy X-Pan stile. Unfortunately the X-Pan arrived too late on the market just before end of film era. Hassy had never design its lenses too and IMO needs allways some good partners as actually Soni is.

Comment edited 4 minutes after posting
0 upvotes
Extract0r
By Extract0r (Sep 18, 2012)

Maybe I should make a clip on body kit for NEX7 that turns the Sony into a Hasselblad and sell it on eBay.

2 upvotes
Total comments: 757
45678