Last week Swedish camera maker Hasselblad caught most of the photographic industry off-guard when it unveiled a plan to launch its Lunar compact system camera.

Unlike many camera launches of recent years, the firm was able to keep the launch leak-free.

Hasselblad’s business development manager Luca Alessandrini has revealed how the Lunar – which is being developed in partnership with Sony – was kept firmly under wraps.

In an interview with Amateur Photographer at last week’s photokina in Germany, Alessandrini explained that the firm was able to keep the news secret thanks to a small team and covert operations surrounding the project.

Hasselblad’s new design offices in Italy were put into near-lockdown and it seems all communications regarding Lunar were on a strictly need-to-know basis.

‘There was nothing on the [door] bell,’ said Alessandrini.

‘All the windows were covered. It looked like a warehouse.

‘We didn’t give out anything, we didn’t print out anything at our office and we used the codename “Pink”.’

Alessandrini said printing of all literature shown at photokina was carried out in-house, with nothing leaving the office.

‘We were transporting things [in and out], not in Hasselblad boxes but in [plain] cardboard ones.

‘We couldn’t send any pictures or mention the project in emails.

‘No mobile phones were allowed during meetings… We signed NDAs [Non Disclosure Agreements] everywhere.’

Alessandrini said nothing leaked out, despite four teams being involved in the project worldwide – in Denmark, Sweden, Italy and Japan. 


  • Don

    Working in the the dark with no feedback and the result is …

    A classic case of how not to do design work.

  • Emil Travemat

    Not entirely true: CSC Magazine, on september 8th, already said that the new Hasselblad camera was a joint venture with Sony:

  • mike

    Is This why The team came up with something that is so unbelievably stupid ( a re badged sony with a bunch of naff carbon fire stuck on).

  • Keith Cooper

    Secret or not, still doesn’t change most people’s reaction to the Hasselbling…

    Like Cartier launching their own brand of knock-off watches.

    Presumably all those secret meetings discovered that there were indeed enough people with more money than sense out there to buy them…

  • Tim L

    Bottom line: When you create something so ugly, you don’t want to talk about it or be associated with it.