One of Hasselblad’s claim to fame is being the first camera NASA used in their lunar exploration. To pay homage and as the first step of its new partnership with Sony, Hasselblad introduced the Lunar, a $5,000 bespoke mirrorless camera with the innards of a Sony NEX-7. Taking a page from the coachbuilding industry in the automotive world (Zagato as an example), Hasselblad’s Lunar can be fitted with a variety of exotic materials, from carbon fiber and precious metals to Italian leather and rare wood.

All the technical specs are exactly the same as the NEX-7. Hasselblad said that with the advent of the nouveau riche in areas of Asia, Russia, and the Middle East in particular, there will be a demand for the Lunar.

So what do you guys think?




Here are some live photos from Photokina, courtesy of Petapixel

Hasselblad Lunar 01

Hasselblad Lunar 02

Hasselblad Lunar 03

Hasselblad Lunar 04

Hasselblad Lunar 05

HASSELBLAD – Lunar from Claim | branding value on Vimeo.

What I find is more exciting is the possible Hasselblad variant of the Sony A99:


Here is Hasselblad’s press release for the Lunar:

Hasselblad and Sony usher in a ‘new dawn’ with a long-term partnership that will enable the high-end medium format camera manufacturer to diversify for the first time into new market segments.

The Swedish company Hasselblad, pioneer and developer of the H System, the world’s most advanced medium format digital camera system – used by top professional photographers all over the world – has decided to work with Sony Corporation to cultivate new markets for photo enthusiasts and consumer digital imaging products. Hasselblad is keen to expand and develop its product portfolio to include a new range of advanced mirrorless interchangeable lens cameras (a.k.a. compact system camera), which will be followed by new products for DSLR and compact camera segments.

Hasselblad and Sony have agreed further on plans for the two organisations to work together in efforts to achieve technical and engineering breakthroughs in various photographic technology challenges.

Said Dr. Larry Hansen, Hasselblad Chairman and CEO: “Following talks with Sony – the key player in the serious photographer and enthusiast market spaces – we are delighted to announce the emergence of a new dawn for Hasselblad. This partnership will enable us to access an area of the photographic sector, which we have never reached out to before, by tapping on Sony’s excellent state of the art technology and spirit of ground breaking innovation. Owning a Hasselblad, made in Sweden, will no longer be just a dream for many photographic enthusiasts.”

Shigeki Ishizuka, President, Sony Digital Imaging Business Group, added: “This is a very exciting partnership because Hasselblad’s loyal customers with deep attachment to this prestigious photography brand get familiarised with Sony’s industry-leading camera technologies. We believe that we can further enhance our digital imaging development and manufacturing expertise through this partnership, so that we will be able to offer increasingly attractive products to our customers for years to come.”