We wanted to communicate both the nostalgic 'vintage' feeling of the exterior and the authentic cutting-edge qualities inside the camera.
- The aim of the product design team is to inspire people to identify with the product and encourage them to enjoy using it. In the case of the X100, I drew on my own personal experience and tried to imagine how people felt when they first encountered a camera – the sensation when they held it and felt the first stirring of the desire to frame and shoot a photo, and then I aimed to translate this comfortable intimacy inherent to a camera into a concrete design. I was able to experience firsthand the favourable response of the many people who came to Photokina in September (2010), and get direct confirmation that we were not mistaken in the design direction we chose.
I believe that among the new products to market – and not just cameras – there seem to be many with a 'classic' look that also communicate equally 'classic' inner workings. The X100 sets itself apart on this point with an exterior that is the epitome of ‘photography’, while inside, it embodies the ultimate in image quality produced by technology at the cutting edge of design.
Masazumi Imai Design Centre.
Beyond the praise of a million people, we wanted to design a camera that would be loved by 100,000.
- We went back to basics and asked ourselves, 'What kind of camera would we really want to own?' The answer was a design that not only meshed with every one of our senses; from the manual operating systems of the viewfinder and other functions to the feel of the body materials, but one that also put a priority on fine details that accented its true nature as a camera and its comfort as a tool.
In order to translate this feeling into a concrete form, our design process invited professional photographers and other people from both within and outside the company, who represented a wide variety of perspectives to share their views. At one point, the process could be likened to changing ingredients while one is cooking a dish. Our aim has been not to find a generic standard that would appeal to any person around the world, but to focus on people for whom the camera held a special place in their hearts and evoked strong feelings, and to appreciate the lifestyle and the word spread by the owners of such a camera. We have put importance on the interaction (communication) that occurs between the camera and people when they pick a camera up and hold it to their eye, when they operate the aperture ring and dials, when they hear the sound of the shutter, or when it is just adorning a shelf. At such a moment, I am certain that your own unique 'X100 Story' will begin.
Kazuhisa Horikiri Design Manager, Design Centre.