Hasselblad plans Lunar launch
18 September 2012
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 wooden
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 Ð 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."
More information: www.hasselblad-lunar.com
This press release and high resolution images can be found online at the Hasselblad Press
Lounge at press.hasselblad.com
Communication & Public Relations Department
385 Centennial Avenue, Centennial Park,
Elstree, Herts, WD6 3TJ, UK
Telephone: +44 (0) 208 731 3253