The Hasselblad X1D 50C is the world's first mirrorless medium-format digital camera. In 2017 it was awarded the highest distinction in the Red Dot Award, the 'Best of the Best' for innovative design.

Our studio was tasked with bringing this groundbreaking product to life, balancing the company's rich visual heritage and demanding ergonomic requirements with an iconic, forward-looking aesthetic.

Product design
Brand identity

Working closely with Hasselblad's engineering team in Gothenburg, we created a physical design that fully complied with the ergonomics required to make the camera highly functional.

At the same time, we gave the camera a design language that showed continuity and innovation, respecting the Scandinavian sensitivity to essential and pure forms.

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