Hasselblad Lunar

[design_freak]

http://www.dpreview.com/news/2012/09/18/sony-and-hasselblad-announce-partnership-dslr

[MrSmith]

The transition to boutique aspirational brand is complete. I knew this was going to happen as its the only real avenue open to a company that is limited by a dwindling market, what the sensor manufacturers produce and their own vision.
 I just failed to guess the finish. I thought it would be ostrich leather and carbon fibre or perhaps titanium.

Edit. Just scrolled down and noticed the carbon weave version.

[design_freak]

I wonder what will be the distribution system. The dealer network, or rather large retail chains

[David Watson]

This is pure exploitation of the Hasselblad's brand capital - a classic move by short sighted MBA types who don't plan to be in it for the long haul.  HB built this capital up over many generations and the sad thing is that once this capital is spent, it's gone forever.

Totally agree with this. The idiots (aka accountants and venture capitalists) who run and own the company ought to be shot.

[design_freak]

This combination of colors is not really the happiest. Once I showed something like this ...



BUT
Carbon, titanium, wood ....

[EricWHiss]

I would be embarrassed to show that even as a prototype.  The fit and finish is terrible - look at the seam where the leather meets the top.  And the lens clearly does not match.  This looks worse than a school design project done the night before ( IMHO ).   Should we take this seriously?

[MrSmith]

Will the leather go the same way of the shoddy rubber grips on H cameras?

[FredBGG]

That looks like a cheap prop for a scifi channel low budget production... does it have a phaser

The klingons will be lining up for this one.

[MrSmith]

Instead of making these aspirational baubles for middle management why don't they develop a MF sized sensor based on Sony technology? A real photographic tool for photographers that would finally deliver real live view and high iso performance to MF.

[Lacunapratum]

I guess the Lunatic will have Viktor make another turn in his grave...

[FredBGG]

Wait wait... now I get it... pure genius!

First Hasselblad launched Hasselblad TV

Then they Pimp out Sony Cameras

Next partnership is with MTV and this guy!



And Hasselblad enters the world of reality "TV Pimp my Sony" hit show on Hasselblad TV ....

[FredBGG]

Class:



No class:



But the real thing to note is that Olympus made a new camera despite much tougher circumstances that Hasselblad's.

[Lacunapratum]

Agreed.  The chrome OM-D is even classier.  Just one beautifully designed camera. 

[EricWHiss]

"Lunatic"    +1 !

And +1 for OM-D too.  Really nice looking camera.

[Brian Hirschfeld]

True.

"I have long held a desire to enable every fan of the iconic Hasselblad brand to have the opportunity to own one of our cameras. Our mission remains focused on the development of exceptional products at the very top end of the market segments in which we operate. The Lunar camera extends the ongoing partnership and cooperation strategy with leading companies around the world."
Hasselblad CEO

next year they will do tripods, bags and coffee mugs.

lol well they already have made bags, just for their cameras....and tripod clamps for their dovetail mount...so I'll start saving up for their coffee mug

[kers]

there is only one thing missing...

Diamonds

[alan_b]

I don't know - it looks pretty good compared to some of the rejected prototypes:   

[Stefan.Steib]

No  -  some of swarovsky glass deko......

[Slobodan Blagojevic]

People seem to forget that Hasselblad has a long tradition of offering luxurious version of their classic cameras, thus this is nothing new for them. For instance:

[Codger]

Disappointing.  Truly a missed opportunity.  Would like to have seen a smart, purposeful photographers' tool -- maybe a serious evolutionary step based on something like the Mamiya 7ii.