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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
78910
Kinematic Digit
By Kinematic Digit (Sep 18, 2012)

I might be in the minority in all of this, but I actually like the design of this over the NEX-7. It looks way more comfortable in the hand and far more functional than the model it's based on. Is it worth the extra $4K+? Not sure about that. Sounds like Leica strategy in pricing.

There's plenty of current examples of fugly looking cameras (Pentax), but I've found ergonomically they functioned and felt great. Let not forget that what many people thought were ugly at first, became the basis of almost all SLR cameras of the last 30 years in the Canon T-90 design. Luigi Colani's influence on industrial design is very much a big part of our culture today.

This is a bold step by Hasselblad to try and make this category a little better designed. Personal tastes aside, I think once this is held in your hand it might be a different story. I wish it was full frame though and from Fujifilm instead.

Comment edited 2 times, last edit 3 minutes after posting
2 upvotes
JesperMP
By JesperMP (Sep 18, 2012)

"This is a bold step by Hasselblad to try and make this category a little better designed. "
Sarcasm ?

Look at the "additional images" above. Seriously, the lunar4.jpg is so grating a design I cannot look at it for more than a few seconds. Pentax K-01 looks good by comparison.

I am guessing that you really like the extra big grip. I can understand that. I would just buy a NEX7 and then mod the grip. Could be a fun project. Would earn some respect to anyone who really went and did it. But not this no no no no.
edit: That said, Sony NEX7 has the best grip of all mirrorless cameras yet. It just has to be little bit deeper to be perfect.

Comment edited 7 minutes after posting
3 upvotes
Kinematic Digit
By Kinematic Digit (Sep 18, 2012)

Yeah after I saw the physical mock-ups maybe I take some of that back.... it reminds me of some of my own custom grips I've made with fimo :)

I do like the lugs though. To me that's a far superior design to the current neck strap loops.

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

This is just a ruined NEX7. I've been scoffing at Leica for years, but this is by far the most idiotic camera product I've seen.

8 upvotes
LebronPhoto
By LebronPhoto (Sep 18, 2012)

I think Hasselblad would gain more if they entered the Professional and Advanced digital market with a full frame camera using the Sony Mount, which would allow for use of Zeiss glass offered by Sony.

They would probably sell many more cameras since most enthusiasts purchasing an over-glorified point and shoot would not be willing to spend $6,000 plus on such a camera.

Someone must have spiked the Kool-Aid at Hasselblad.

Comment edited 3 minutes after posting
0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 18, 2012)

who cares about sensor size, i mean look at the design !!!

why not take classic hasselblad design ??

WHYYYYY ???????

0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 18, 2012)

and their mockups where done in google sketchup i guess

and those two knobs, i mean who the f designed this, it hurts my eyes

Comment edited 2 times, last edit 50 seconds after posting
1 upvote
Superka
By Superka (Sep 18, 2012)

A wood-marble shell over SONY NEX-7. Wow!

4 upvotes
morepix
By morepix (Sep 18, 2012)

If there were an Ugly award for cameras, this one would win hands down. What could they have been thinking?

8 upvotes
CFynn
By CFynn (Sep 18, 2012)

I think the designer was tripping on belladonna

1 upvote
JackM
By JackM (Sep 18, 2012)

A Hasselblad NEX-7? Oh Hassy... oh Hassy...

Comment edited 6 minutes after posting
2 upvotes
longman
By longman (Sep 18, 2012)

Does it come in black??

0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 18, 2012)

the green parts on the first picture are stone arent they?

it has a marble lenshood ... i bet it has a marble lenshood

cant believe hassi is bringing out something like this camera, just cant believe it ^^

0 upvotes
Mescalamba
By Mescalamba (Sep 18, 2012)

More like Hasselbad Lunatic. Dont know what kind of **** they are smoking, but it must be really good stuff.

3 upvotes
revio
By revio (Sep 18, 2012)

Hahahaha, "Lunatic"...why didn´t I get first in finding tha exactly perfect wprd for all of this? (at least regarding the disgusting outer design, technically it may be all good..)

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

I just pre ordered

3 upvotes
cgarrard
By cgarrard (Sep 18, 2012)

HILARIOUS!!! I love subtle humor. You get a Gold Award.

0 upvotes
HBowman
By HBowman (Sep 18, 2012)

Mouammar Kadhafi style.

6 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 18, 2012)

hahaha

or the guy that designed the titanium leica m

0 upvotes
Zamac
By Zamac (Sep 18, 2012)

Looks like it was perpetrated by Hassy marketing.Their engineers are probably cringing with embarrassment.
Hasselblad wants so shore up their financial image with partnerships that will look good to shareholders, but what is Sony after? Can't be just the sale of a very small number of components which would not require a formal partnership anyway. Medium Format? Large format medical imaging? I have no idea.

0 upvotes
Franka T.L.
By Franka T.L. (Sep 18, 2012)

Those who keep saying and wishing for a digital X-pan would probably find their Anti-Climax here , and a big big surprise .... LOL

0 upvotes
Superka
By Superka (Sep 18, 2012)

there were some rumors about digital Xpan, but we saw this #^^T)@

0 upvotes
XeroJay
By XeroJay (Sep 18, 2012)

Fail. I hate when companies lose sight of what made them iconic in the first place, and release crap like this and slap a "Luxury" tag on it. They should be taking more than just sensor notes from Sony.

5 upvotes
roblarosa
By roblarosa (Sep 18, 2012)

Introducing the Hasselblad Lunar. Because pimps love photography too.

30 upvotes
Ben O Connor
By Ben O Connor (Sep 18, 2012)

Too expensive for a NEX, too ordinary and very very cheap for a hasselblad...

0 upvotes
polarizer
By polarizer (Sep 18, 2012)

wonder how much they would charge for the uglification of the Fuji X-E1

5 upvotes
revio
By revio (Sep 18, 2012)

"Uglification", another perfect word here... ;-)

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

So, a hideous looking piece of glitz for the price of several Sony NEX-7s. Leica, all is forgiven.

6 upvotes
Mescalamba
By Mescalamba (Sep 18, 2012)

Leica has style (pretty old style too). This has neither style or taste.. bleh.

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 18, 2012)

exactl!y, to both comments

1 upvote
Jim Radcliffe
By Jim Radcliffe (Sep 18, 2012)

I am at a loss for words....

1 upvote
D200_4me
By D200_4me (Sep 18, 2012)

Speechless....(in a bad way)....

1 upvote
lokthefish
By lokthefish (Sep 18, 2012)

ughh!!

1 upvote
Lea5
By Lea5 (Sep 18, 2012)

I wonder who will buy a thingy like that. Lady Gaga?

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

She'll launch the Hassy Lunar Hat craze.

1 upvote
HBowman
By HBowman (Sep 18, 2012)

What a shame !! what a ugly style, what a useless piece of hardware !!

If I see someone in the street with that in the hands, I will laugh hard, very hard. I will even point at him, saying to the children "look at this clown !!".

Hasselblad ... the apple felt far from the tree, you, ridiculous brand now.

5 upvotes
dopsgp
By dopsgp (Sep 18, 2012)

Sooo trying to be another Leica. Except Hassy puts a Bentley body on a Toyota Camry chassis and calls it 'unprecedented'.

8 upvotes
peevee1
By peevee1 (Sep 18, 2012)

Well, if VW Beetle body on and old Lada (AKA Leica M-E) works...

0 upvotes
goodgeorge
By goodgeorge (Sep 18, 2012)

Wooden grip for cuckoo clock kitch lovers. Seriously Hasselblad?

0 upvotes
Thoughts
By Thoughts (Sep 18, 2012)

It is basically a NEX 7 with Italian sports car spare part added as a grip, which costs 4000 euros. They should call it Lunatic instead.

5 upvotes
JacquesBalthazar
By JacquesBalthazar (Sep 18, 2012)

Beware: now we know what happens when Mr Ferrari entertains Mrs Ikea in a dark Tokyo tunnel without adequate protection... And do not mix grappa with aquavit and sake ! This hurts.

Comment edited 2 minutes after posting
7 upvotes
PaoloB
By PaoloB (Sep 18, 2012)

In fact the cameras dispatched to Italy will be rebranded as Pirlablad

0 upvotes
Wally626
By Wally626 (Sep 18, 2012)

Wish they would have used the new hot-shoe to match the NEX 6, looks like a rendering of the iISO show. Also it would have been very nice in the FF NEX version, especially if Hass brought some full frame NEX lenses.

No matter what the price of the body if Hasselblad starts making e-mount lenses that would be good for Sony.

This also makes the RX1 look cheaper.

0 upvotes
CFynn
By CFynn (Sep 18, 2012)

Hasselblad don't make lenses.

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

Luna.....cy

1 upvote
Visualist
By Visualist (Sep 18, 2012)

Perfect for street shooting East Side Detroit

Comment edited 58 seconds after posting
1 upvote
bobagens
By bobagens (Sep 18, 2012)

It's a rebranded Nex-7 Leica/Panasonic style.

0 upvotes
MarkByland
By MarkByland (Sep 18, 2012)

Is there any thing Sony hasn't put a sensor in these days?

Meh ...

0 upvotes
HBowman
By HBowman (Sep 18, 2012)

Sigma. Sigma is independent, family owned, with proprietary sensor.

1 upvote
NomadicVision
By NomadicVision (Sep 18, 2012)

The bottom right version looks a bit like a golf club, which might appeal to this camera's target demographic.

1 upvote
Reilly Diefenbach
By Reilly Diefenbach (Sep 18, 2012)

More jewelry for the one percenters, as if they needed it.

2 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 18, 2012)

hmmm daydreaming or drunk again, cant decide but iam for sure not sober, or this is an editors joke ^^

1) uglyyyyy
2)apsc
3)sony mount

this tells me one possible story

sony plans to make sensors for them, which means

a) there will be a sony medium format
b) hasselblad has to give their name to attract some guys to the sony mount by bringing out a rehoused nex7

0 upvotes
tinternaut
By tinternaut (Sep 18, 2012)

APRIL FOOOOOOL!!!!!

Oh, hang on a minute.

9 upvotes
Mark Forman
By Mark Forman (Sep 18, 2012)

Hassle Bad
Need I say more.
BTW: what will the resale value be in 2 years?

0 upvotes
Abhijith Kannankavil
By Abhijith Kannankavil (Sep 18, 2012)

Resale value will be higher than the original price. because these things are not gonna sell well. and there will be people wishing to own one examlpe of one of the costliest and most stupid camera ever made.

0 upvotes
NomadicVision
By NomadicVision (Sep 18, 2012)

Wow, that looks terrible!

1 upvote
BaldCol
By BaldCol (Sep 18, 2012)

Thank you Hasselblad for cheering up my afternoon. I laughed out loud in the office!

1 upvote
beautyintheeyes
By beautyintheeyes (Sep 18, 2012)

Amazing camera for the other 53%

1 upvote
ar bee
By ar bee (Sep 18, 2012)

love that comment!!

but does this mean the cam is for US-Americans only ;)

0 upvotes
jeep
By jeep (Sep 18, 2012)

Have to say they do look terrible, is this a joke?

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

"does this mean the cam is for US-Americans only"

We're not THAT stupid.

Comment edited 15 seconds after posting
0 upvotes
mediman30
By mediman30 (Sep 18, 2012)

Sonyalphanexblad camera! Woot woot!

Zeiss just announced 3 autofocus lenses for the NEX system that will be available next year, 12/2.8, 32/1.8 and 50/2.8 macro lens.

3 upvotes
CarvingPhoto
By CarvingPhoto (Sep 18, 2012)

So the Hassy boys don't feel stupid carrying around a Sony....But on a serious note, if it was full frame at that price, it would be a different story.

0 upvotes
PaoloB
By PaoloB (Sep 18, 2012)

It is on the roadmap, it will be based on the a99 dslr and a price tag of 15.000 €.....

0 upvotes
deleted_081301
By deleted_081301 (Sep 18, 2012)

they are on sale now at IKEA gothenburg

3 upvotes
Imagefoundry
By Imagefoundry (Sep 18, 2012)

the audience responded with incredulity...

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

And they ran the troupe off the stage and out the windows.

0 upvotes
rondom
By rondom (Sep 18, 2012)

the lens still looks like a lens. they should do something about it...

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

Add titanium ruffles.

2 upvotes
raylob
By raylob (Sep 19, 2012)

And the lens hood should match the hand grip!

0 upvotes
MDwebpro
By MDwebpro (Sep 18, 2012)

To buy the new Hasselblad Lunar or the new Leica M-series camera? Both have 24-MP sensors; both are finely crafted engineering masterpieces. Decisions, decisions.

Since I'm of sound mind and not made of money, it's actually a pretty easy decision: none of the above. I'll be waiting for the next sub-$800 Panasonic, Nikon or Canon masterpiece, thank you very much.

2 upvotes
JesperMP
By JesperMP (Sep 18, 2012)

What is worst, that it is a huge fail and HB looses a lot of money on the effort ?
Or that it is a huge success and HB decides that this is the way to go ?

Either way, Hasselblad MF looses.

1 upvote
Artistico
By Artistico (Sep 18, 2012)

At least the news made me laugh.

1 upvote
canon6188
By canon6188 (Sep 18, 2012)

so ugly piece of way overpriced junk !

0 upvotes
Total comments: 757
78910