Hasselblad

Create To Inspire

Since 1941, Hasselblad has operated by a single guiding principle: Create To Inspire. Founded in Gothenburg, Sweden by Victor Hasselblad, the brand has spent over 80 years defining what is possible in photographic image quality. From the first medium format SLR in 1948 to the cameras NASA chose to document the Apollo moon landings, Hasselblad has been present at the most important moments in the history of photography and human achievement.

Today, Hasselblad remains the world's leading manufacturer of medium format digital cameras and lenses, trusted by the most demanding photographers across commercial, fashion, landscape, and fine art photography.

What Makes Medium Format Different

Medium format means a larger sensor than any full-frame camera can offer. Larger pixels capture more light, producing images with exceptional dynamic range, extraordinarily fine detail, and a three-dimensional depth and tonal quality that full-frame simply cannot replicate. Hasselblad's 100-megapixel CMOS sensors deliver images so rich in detail they can be cropped, enlarged, and printed at vast scale without any loss of quality.

At the heart of the Hasselblad experience is the Hasselblad Natural Colour Solution (HNCS), a meticulously developed colour science that produces colours true to the human eye - accurate, natural, and consistent across every lighting condition.

The X System

The Hasselblad X System is the world's most advanced mirrorless medium format camera system. The X2D II 100C, Hasselblad's current flagship, combines a 100-megapixel back-illuminated CMOS sensor with in-body image stabilisation, a 300-shot battery life, and an integrated 1TB SSD for the most capable medium format shooting experience ever built. Paired with the growing range of XCD lenses - spanning V Series, E Series, and P Series optics - the X System delivers corner-to-corner sharpness, precise rendering, and leaf shutter synchronisation at all speeds.

A Legacy Written in History

Hasselblad cameras have captured some of the most iconic images in history. The Beatles crossing Abbey Road. Portraits of Audrey Hepburn, Jimi Hendrix, and Elizabeth Taylor. The surface of the moon. From the studio to the summit of Everest, Hasselblad has always been the camera of choice when image quality is not negotiable.