Hasselblad unveils Lunar prototypes (pictures)

A prototype of Hasselblad's Lunar prototype. The company plans versions in wood from beech, mahogany, pear, and olive trees.

The Hasselblad Lunar prototype has gnarly knurled knobs and two red jewels.

The top of one Hasselblad Lunar prototype unveiled at Photokina shows a metal surface coated through physical vapor depoisition (PVD) techniques. The knobs are made of titanium.

The Lunar prototype's carved wooden grip is deigned to be stylish and ergonomic.

A Hasselblad slide presenting Hasselblad's design ideas shows not just the upper-right Lunar design, based on Sony's NEX-7, but also a compact model to the upper left and an SLR-style model to the lower right.

A side view of the Hasselblad Lunar prototype.

The top controls of Hasselblad's Lunar prototype unveiled at Photokina features large knobs. The design might change before the camera heads to market, planned for February 2013, Hasselblad cautioned.

A closer look at the Hasselblad Lunar prototype unveiled at Photokina.

Hasselblad Chairman and CEO Larry Hansen announces a long-term partnership with Sony for compact, mirrorless, and SLR cameras at Photokina. At left is Toru Katsumoto, deputy president of Sony's imaging group.

Luca Alessandrini, product manager of the new Lunar line of Hasselblad cameras, is based in a new design center in Italy. Here he speaks at a Hasselblad press conference to announce the Lunar.

The front of Hasselblad's Lunar prototype unveiled at Photokina. The camera, based on a Sony NEX-7, accepts E-mount lenses.

The underside of Hasselblad's Lunar prototype unveiled at Photokina is decidedly ordinary, with a battery and SD card slot under the hatch. This is prototype No. 41.

The Hasselblad Lunar prototype unveiled at Photokina also comes with grips made from Italian leather or carbon fiber.

The left side of one Hasselblad Lunar prototype unveiled at Photokina.

This Hasselblad Lunar prototype brings a sculpted wooden grip and jewel-bedecked controls to a Sony NEX-7 camera design.