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Hasselblad unveils Lunar prototypes (pictures)

This revamped version of Sony's NEX-7 has luxury touches including titanium knobs and hand-stitched leather. Here are three prototypes Hasselblad revealed at Photokina.

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Stephen Shankland
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1 of 15 Stephen Shankland/CNET

Hasselblad Lunar prototype

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

The Hasselblad Lunar prototype has gnarly knurled knobs and two red jewels.
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3 of 15 Stephen Shankland/CNET

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.
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4 of 15 Stephen Shankland/CNET

Ergonomic wooden grip

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

A side view of the Hasselblad Lunar prototype.
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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.
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Hasselblad Lunar prototype

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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.
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10 of 15 Stephen Shankland/CNET

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.
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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.
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12 of 15 Stephen Shankland/CNET

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.
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13 of 15 Stephen Shankland/CNET

Hasselblad Lunar prototype

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

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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.

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