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Hasselblad Celebrates The Chinese Lunar New Year
With an Over-Pimped NEX-7

By Michael Reichmann

I woke up this morning in a good mood. I really did. Then my mood crashed when I saw a Hasselblad press release announcing their Limited Edition Lunar camera designed to celebrate the upcoming Chinese New Year.

Apparently originating in Hasselblad's Italian design studio (Italians, some of the worlds best designers, should now hang their heads in shame for three minutes), this mind-numbingly ugly camera will be sold in a limited edition of 200 pieces for a mind-boggling USD $10,000. Remember – this is simply an end-of-life, pimped-up Sony NEX-7, which currently sells at B&H for less than $1,400 with lens.

The Lunar has been a joke in the industry since its introduction last year. Now the joke has become theater of the absurd. Hasselblad's venture capital owners seem to have completely run out of ideas for creating worthwhile new products, if not money as well. The H series cameras are superb, as my just-published review of the H5D-60 shows. Sadly though, with products like this blingy ersatz NEX-7 the venerable Hasselblad name is being debased and the company made a laughing stock among serious photographers – the very clientele who have been the company's main supporters for the past half century.

So sad.

January 13, 2014

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Concepts: Camera, Chinese New Year, Sadness

Entities: Hasselblad, Sony, press release, venture capital, New Year, Michael Reichmann

Tags: Hasselblad press release, Edition Lunar camera, design studio Italians, mind-numbingly ugly camera, limited edition, upcoming Chinese New, pimped-up Sony NEX-7, blingy ersatz NEX-7, venerable Hasselblad, worthwhile new products, venture capital owners, past half century, good mood, mind-boggling USD, laughing stock, series cameras, just-published review, H5D-60 shows, main supporters, joke, end-of-life, shame, company, clientele, lens, morning, heads, worlds, designers, theater, pieces, photographers, B&H, industry