Sigma has a large, open stand with a long counter containing a selection of its wide range of lenses that visitors can try on their own cameras. Signposts along the counter separate For Sigma, For Canon, For Sony, For Nikon, For Pentax and For Mirrorless. Also on show are the company's latest cameras, with the newly-available DP1 Merrill joining the DP2M and SD1M to demonstrate the company's unique Foveon X3 technology.

Also to be seen are the three new lenses announced at the show, representing the three categories with which Sigma will brands its lenses. Representing the high-grade, enthusiast and pro-photographer 'Art' series of lenses is the 35mm F1.4, which the company says has been designed to produce minimal axial CA. In the compact, flexible 'Contemporary' series is a smaller, redesigned 17-70mm F2.8-4 OS. And covering the long-range 'Sports' series is a new 120-300mm F2.8 OS.

The Sigma stand in hall 4 Visitors testing the Sigma range of super-telephoto lenses
Sigma 35mm F1.4 DG HSM  
Sigma 120-300mm F2.8 DG OS HSM  
Sigma DP1 Merrill 14.7x3 MP camera with 28mm equivalent lens  
Sigma DP1 Merrill 14.7x3 MP camera with 45mm equivalent lens  
 If you bring your own camera... can attach Sigma's lenses to it and test them at the stand.
Test scenes have been setup... ...and product presentations are shown on a big screen.