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Hasselblad Debuts Products, Celebrates Passion for Photography at Photokina

04/10/2010 Hasselblad introduced an impressive array of products and enhancements team at this year’s Photokina, the world’s largest photo trade show, held in Koln, Germany.

From September 22 through 26, Hasselblad programs attracted photographers to the booth to learn about the H4D camera system and True Focus technology, and enjoy a sneak peek at several new products. A Knowledge Center offered information about Hasselblad hardware and software, Phocus VIP Training Sessions, and dramatic presentations by some of the world’s best photographers.

Fashion photographer Tom Hagemeyer re-created a Paris cabaret by staging a burlesque show. Automobile photographers Guenther Raupp and Roberto Bigano offered Master classes five times a day, giving attendees a close-up look at their set-up and techniques. 30 photographers were chosen to participate in a VIP Car Shoot on the stage at the Hasselblad booth.

Here's a look at the products introduced at the show:

H4D-31 - Motivated by photographers' enthusiastic response to the H4D-40, Hasselblad designed this camera for high-end 35mm DSLR users ready to move to medium-format. Also, to give V-System users a digital alternative, they have bundled the H4D-31 with a CF-lens adapter for mounting V-System lenses. In addition to its low-noise color filters, Hasselblad Natural Color Solution, single color profile, and HC/HCD lenses, the H4D-31 features Hasselblad's innovative True Focus, which lets photographers focus quickly and accurately on any point on the subject, even at close range, with shallow depth of field. Shipping now with Phocus 2.6 software and an 80mm lens for the 35mm DSLR photographers, and a CF-lens adapter for V-System users.

Limited H4D Ferrari Edition - Hasselblad’s 40-megapixel flagship camera comes finished in Ferrari's signature color, 'rosso fuoco,' with Ferrari’s Racing Shield. The camera body and 80mm lens are showcased in an exclusive two-level box with a glass top also labeled with the Shield. The box is housed in a special handmade case for storage and display. Some 499 units will be produced.

H4D-40_Ferrari_Profile_302
Limited H4D Ferrari Edition

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HC Lenses - The HC 50mm-II and HC Macro 120mm-II, both available now, have a new optical design for significantly improved performance. The HC 50mm-II, with a 35mm-equivalent focal length of 31.4mm, is a versatile, all-purpose lens that gives users higher resolution, more even performance over the image area, and enhanced close-range performance. The HC Macro 120mm-II, also versatile, combines excellent macro capture capabilities with a slightly longer focal length, making it ideal for product and portrait photography (the 35mm equivalent focal length of 73.5mm). With higher resolution and better close-range performance, especially important for macro work, the lens offers cleaner unsharp areas, free from color cast.

Added H4D Functionality - To further enhance the camera's performance, Hasselblad introduced more features.
- An electronic spirit level, a 3-dimensional virtual level displayed on the rear LCD, which aligns the camera in landscape and portrait positions using graphical interfaces that automatically change with the camera's orientation.
- Previewing in tethered mode is now possible by having the preview displayed on the H4D's rear LCD for remote viewing on the camera.
- Information display on the rear LCD is possible with the press of a button, as a graphical interface gives priority to aperture, shutter speed, ISO, and remaining frames.
- A firmware update giving GIL support to Hasselblad's Global Image Positioning device for the H4D-60, can be downloaded free of charge from this site, by the end of 2010.

V-System Digital Back - The CFV-50 back with a sensor twice the size of today's top 35mm full-frame DSLRs, makes the move from film to digital imaging easy for V-System users. Available now, with optimized back, body, lens integration, the CFV-50 is easy to operate and offers advanced features, such as DAC lens correction technology for most V-System Carl Zeiss lenses, Hasselblad's Natural Color Solution, and square and horizontal format options. The CFV-50 offers CF card storage and tethered operation, for studio and location work.

Phocus Updates & Options - Hasselblad has made its software even more responsive to photographers' needs.
- Available as a free download in Q4 2010 for Mac and Windows, Phocus 2.6 now offers a Dust Removal Tool for dust particles on the sensor, which can be used alone or with the Modify Tool for batch processing; Star rating and filtering, in addition to the numerical and color-coded rating system, allows users to rate, sort and filter images via star ratings; Import/Export image adjustments let users share adjustments with team members, on location or when using rental equipment. Phocus Standalone Options lets photographers use their personal adjustments, keywords, layouts, etc. with other Phocus workstations. Like the Mac version, the Windows version now supports TIFFs and JPEGs. Third-party RAW file support for Windows users is in the works.
- Phocus Quick, a semi-automated import and image processing application that brings files into preferred image applications by clicking a button, will be available in Q4.
- Phocus Mobile, available as a free download from the Apple App Store in Q4 2010, for the iPhone, iPad and iPod Touch, offers the option of connecting wirelessly to a computer running Phocus 2.6 or a tethered camera. It allows users to remotely browse, zoom and rate images, so clients in the studio can view images on an electronic device rather than gathering around a single computer.

200-megapixel H4D-50MS - Hasselblad labs are releasing test results from a new 200-megapixel capture device. Based upon a 50-megapixel sensor mounted onto the patented symmetrical multi-shot frame, the camera has sub-micron accuracy using piezo-electrical actuators. Key multi-shot customer segments include the world’s most famous museums and studios where cars, jewelry, and other costly products are shot. The Hasselblad H4D-50MS has single-shot mode, as well. Upon successful testing, Hasselblad plans to release the new capture mode for H4D-50MS cameras by early 2011.

"Despite the economic challenges every company has faced these past few years, this year Hasselblad has thrived, in no small part thanks to our state-of-the-art products, our business partners worldwide, and our continued communication with photographers, whose feedback is critical and welcomed,” said Hasselblad Chairman and CEO Dr. Larry Hansen. “By building and maintaining relationships with photographers, we ensure that Hasselblad is providing them with the tools they need to produce the best images possible."

Watch for more information.


Text by Alice B. Miller