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Hasselblad Lunar prototype

A prototype of Hasselblad's Lunar prototype. The company plans versions in wood from beech, mahogany, pear, and olive trees.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

The Hasselblad Lunar prototype has gnarly knurled knobs and two red jewels.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

The top of one Hasselblad Lunar prototype unveiled at Photokina shows a metal surface coated through physical vapor depoisition (PVD) techniques. The knobs are made of titanium.

Updated:Caption:Photo:Stephen Shankland/CNET
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Ergonomic wooden grip

The Lunar prototype's carved wooden grip is deigned to be stylish and ergonomic.

Updated:Caption:Photo:Stephen Shankland/CNET
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A glimpse at Hasselblad's compact and SLR-like models?

A Hasselblad slide presenting Hasselblad's design ideas shows not just the upper-right Lunar design, based on Sony's NEX-7, but also a compact model to the upper left and an SLR-style model to the lower right.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar wooden grip

A side view of the Hasselblad Lunar prototype.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

The top controls of Hasselblad's Lunar prototype unveiled at Photokina features large knobs. The design might change before the camera heads to market, planned for February 2013, Hasselblad cautioned.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

A closer look at the Hasselblad Lunar prototype unveiled at Photokina.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad and Sony announce partnership

Hasselblad Chairman and CEO Larry Hansen announces a long-term partnership with Sony for compact, mirrorless, and SLR cameras at Photokina. At left is Toru Katsumoto, deputy president of Sony's imaging group.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad's Lunar leader

Luca Alessandrini, product manager of the new Lunar line of Hasselblad cameras, is based in a new design center in Italy. Here he speaks at a Hasselblad press conference to announce the Lunar.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

The front of Hasselblad's Lunar prototype unveiled at Photokina. The camera, based on a Sony NEX-7, accepts E-mount lenses.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

The underside of Hasselblad's Lunar prototype unveiled at Photokina is decidedly ordinary, with a battery and SD card slot under the hatch. This is prototype No. 41.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

The Hasselblad Lunar prototype unveiled at Photokina also comes with grips made from Italian leather or carbon fiber.

Updated:Caption:Photo:Stephen Shankland/CNET
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Hasselblad Lunar prototype

The left side of one Hasselblad Lunar prototype unveiled at Photokina.

Updated:Caption:Photo:Stephen Shankland/CNET
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Sony NEX-7 camera design

This Hasselblad Lunar prototype brings a sculpted wooden grip and jewel-bedecked controls to a Sony NEX-7 camera design.

Updated:Caption:Photo:Stephen Shankland/CNET
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