The Swedish camera manufacturer reshaped a classic model to fit 21st century preferences. 


Since 1941, Hasselblad has specialized in medium-format cameras. As it celebrates its 75th anniversary in the face of an increasingly niche market, the company has just released the first compact version of its type, the Hasselblad X1D. Without compromising quality, the model makes the form more accessible: There are no excess appendages, nor is there an interior mirror, a standard component that's no longer considered vital. An aluminum frame keeps it at a comparatively portable 1.5 pounds.“It starts on the inside,” explains CEO Perry Oosting, who has been with Hasselblad since 2013. He’s made it his mission to push the brand in a more user-friendly direction. “A great picture begins with feeling comfortable with your tool. If you can concentrate on other elements, your photo will be so much better.”