Comedy Hour from Hasselblad

Hasselblad Lunar
Another Hasselblad Lunar Cecept Sketch

The Internet backlash against the Hasselblad version of the NEX-7 was greater than I thought – Hasselblad representatives have been on the defensive in an interview with British Journal of Photography, and man, you can’t make this stuff up. Some choice  excerpts follow:

“We realise it’s difficult to explain what we’re trying to do when we launch something for the first time,” Hasselblad’s new business development manager, Luca Alessandrini, tells BJP. “After a little while, when you come out with more products, then people will start to understand.”

Actually. I thought targeting the rich with tacky versions of the NEX-7 was quite obvious to anyone.

“We decided to look at what we could do with the Hasselblad range, and one thing was to go back to our heritage, which is to develop cameras for more people, while keeping the same values that made our company famous.”

Translation: We needed to target the people with MONEY. ALL THE MONEYS.

“I’ve heard a lot of crazy things about this camera. People are talking about ‘rebranding’. I think rebranding is something really different from what we’ve done… They [Leica and Panasonic] use a different logo, but the cameras are made of the same material, are sprayed with the same paint, and are assembled in the same factory, with the same low-cost labour forces. It’s not a partnership. What we’re doing is creating different cameras. What we are doing is buying different components from the best suppliers, and applying our knowledge and expertise to create a different camera. This is not a NEX 7 camera, just because we are buying components from Sony. The hardware is just a small part of the whole. It’s not because we’re using a Sony sensor that it makes the Lunar a Sony camera.”

We’re now announcing the Three Guys With Cameras Singapore Edition DSLR, called the “STT-1″. It will have a class-leading 36 megapixel sensor, clad in exotic uniquely Singapore materials of your choice, including dried durian husks, ten year series pages, one-time use CEPAS cards, and um, tissue paper. For the more upmarket, we will use printouts of successful COE transactions. No, it is not a Nikon D800, why do you ask?

 “I’ve been longing to talk to a younger audience of potential professionals, and I really believe the Sony name is familiar to this audience.”

Dear Hasselblad,

Your designs are hideous.

Love, Internet .

“Our profit margin is the same as everyone else’s; we’re just using more expensive materials.”

I’m sorry, I have to stop. My sides, DEY HURT BAD.


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