After our recent announcements of new manual controls and expanded distribution in the United States, Canada, Australia and Singapore, we’re excited to share more news. Starting today, the Lytro camera will be available in retail stores in Hong Kong and Macau. The camera retails for HK $3,888 for the 8GB Electric Blue and Graphite models, and HK $4,688 for 16GB Red Hot Lytro camera.
Please see below for a full list of Hong Kong retailers, or check our “Where to Buy” page for purchasing options in other countries.
We continue to expand purchase options for the Lytro camera in more countries and at more retailers. Starting today, the Lytro camera will be available in retail stores in Singapore. The camera retails for SGD 648 for the 8GB Electric Blue and Graphite models, and SGD 778 for 16GB Red Hot Lytro camera.
Please see below for a full list of retailers in Singapore, or check our “Where to Buy” page for details on all current purchasing locations around the world.
We’re celebrating the launch of three big changes for the Lytro camera: new manual controls, new colors and new accessories.
Manual Controls – Creative Tools for Lytro Photographers
With new, easy-to-use, and readily accessible manual controls, Lytro camera owners have more creative capabilities with light field photography. “Manual controls give Lytro photographers the opportunity to take control of the exposure in a scene,” said Eric Cheng, Lytro’s director of photography. “We introduced these features as a result of feedback from our most creative camera owners, who are capturing things like subjects in motion or experimenting with artistic styles like light painting. With manual controls, they now have more flexibility as they push the boundaries of the light field.” Check out these examples for inspiration.
The new controls are:
Shutter Speed- By manually controlling the shutter speed, Lytro photographers can keep the shutter open longer to capture living pictures in dark conditions. The maximum shutter speed is 8 seconds and the minimum is 1/250 second.
ISO Sensitivity – Controlling ISO gives Lytro photographers more ways to take creative living pictures in a variety of lighting conditions, from low-light concerts and restaurants to brightly lit soccer fields and amusement parks. The ISO range is 80 (min) to 3200 (max).
Neutral Density (ND) Filter – When in full manual mode, Lytro photographers can turn on the ND Filter to adjust the amount of light captured in extremely bright settings.
Auto Exposure (AE) Lock – Lytro photographers can lock the auto exposure while changing the composition of a picture in a scene.
These controls are included in all new camera purchases starting today. For existing Lytro camera owners, the free camera update begins rolling out today. To check for the update, just plug your Lytro camera into your computer.
New Colors and Accessories – More Choices to Customize Your Camera
In addition to introducing new creative tools, we’re also offering two new colors (U.S. only), Seaglass and Moxie Pink, and two new accessories, a Camera Case and Camera Sleeve.
The Lytro camera in Seaglass – Available starting today, exclusively on Lytro.com (8GB, $399);
The Lytro camera in Moxie Pink – Starting today, available exclusively at Target.com and in November at CityTarget stores (8GB, $399);
Camera Case – Made of technical, coated canvas and lined with soft microfiber, it holds a Lytro camera and includes a removable bucket to hold several camera accessories. Available on Lytro.com and at select retailers ($59.95);
Camera Sleeve – Meant for everday use, the camera sleeve is made of technical, coated canvas and soft microfiber. It includes a matching wrist strap. Available on Lytro.com and at select retailers ($29.95).
Judges Vincent Laforet, Heather Champ, Richard Koci Hernandez, and Eric Cheng, along with over 18,000 fan votes over the course of 7 weeks, determined the winner. According to Eric, Ken’s picture stood out among over 750 submissions, and beat the other 34 Weekly Finalists because of the unique subject matter and storytelling within the picture. “It’s an unusual moment. You can see the focus on the hunt in Regan’s expression. Then, there is the unknown story of what comes next.”*
How did Ken get the shot? “There are about three or four groundhogs that live in the field near my home,” explained Ken, who does sports photography for a running club and frequently shoots with a DSLR camera. “Every afternoon, we find the groundhogs and she chases them. Regan is eleven years old, so she’s more about the hunt than she is about the kill. To get this picture, I got as close as I could to the groundhog and got down low to frame the shot. When shooting with the Lytro camera, I look for the unique perspective, the one that you’re not used to getting with your regular camera.”
Congratulations to Ken, who has won a Master Light Field Photography Lesson with Eric Cheng, plus five Lytro cameras to gift to his (very good) friends. Thank you to the hundreds Lytro camera owners who submitted their pictures and an additional congratulations to all of the Weekly Finalists, who have their pictures featured in the Lytro picture gallery.
We are thrilled to share that POPULAR MECHANICS has awarded the Lytro camera a 2012 Breakthrough Award for setting benchmarks in design and engineering. This is a huge honor!
For those of you who are not familiar, the 8th annual POPULAR MECHANICS Breakthrough Awards recognize innovators and products that have dramatically advanced the fields of technology, medicine, space exploration, automotive design, environmental engineering and more.
We are in good company along past recipients of the Breakthrough Awards including James Cameron, genomics pioneer J. Craig Venter, efficiency expert Amory Lovins, inventor and FIRST Robotics founder Dean Kamen, and humanitarian engineer Amy Smith.
Be sure to check out Lytro and other winners in the November issue of POPULAR MECHANICS, available on newsstands October 16. For now, you can watch Glenn Derene demonstrate the camera on the Today Show.