For most people in the industry, the name "Hasselblad" is synonymous with quality and high resolution. The company has been around since the 1940s and whether you remember it or not, many moons ago, a lot of cameras did not shoot the familiar rectangular format so many of us are accustomed to. They in fact shot in a square format, and that's exactly what Hasselblad is doing with this new camera concept, going back to a square format with a 75-megapixel back.
With this heralding back to their old stomping grounds, they're also exploring new possibilities for the brand in terms of the ergonomics and design of their cameras. In previous generations, when you received the body, other than lenses and a few extensions, reconfiguring the body to create an easier to use package was almost not possible. However, that's not to be the case with this concept, as the entire design is based around the idea of modularity and options such as being able to add on or move controls for left-handed users or for more comfortable positions, being able to use multiple screens, or fit the camera with different types of output systems, all of which can prove to be invaluable options.