The Daguerreotype Achromat 2.9/64 Art Lens by Lomography Is a Revival of This Lost Aesthetic

OFFICIAL PRESS RELEASE The Lomographic Society Proudly Presents:

Press Release Date: 6th April 2016

The DAGUERREOTYPE PRESS CONTACT Katherine Phipps [email protected] ACHROMAT 2.9/64 ART LENS Lomographic Society International th The Great Return of a Lost Aesthetic from 1839 41 W 8 St New York, NY 10011 - for Modern Day Cameras LINKS FOR EDITORS

Back us on Kickstarter Now: www.lomography.com/kickstarter · The Ethereal Aesthetics of The World’s First Visit the Daguerreotype Achromat Photographic Optic Lens: reviving an optical design 2.9/64 Art Lens Microsite: www.lomography.com/achromat from 1839 by Daguerre and Chevalier · A Highly Versatile Tool for Modern Day Cameras: offering crisp sharpness, silky soft focus, freedom to control depth of field with multiple bokeh effects · Premium Quality Craftsmanship of The Art Lens Family: designed and handcrafted in a small manufactory, available in black and brass finish – reinvented for use with modern digital and analogue cameras · Proud to be Back on Kickstarter: following Lomography’s history of successful campaigns and exciting projects

The Ethereal Aesthetics Of The World’s First Optic Lens Practical photography was invented in 1839, with the combination of a Chevalier Achromat Lens attached to a Daguerreotype camera. The signature character of the Chevalier lens bathed images in an alluring veil of light, due to a series of beautiful “aberrations” in its image-forming optical system, which naturally caused a glazy, soft picture at wide apertures. The Daguerreotype Achromat 2.9/64 Art Lens by Lomography is a revival of this lost aesthetic. Today, more photographs are taken every two minutes than humanity took in the entire 19th century. In this pixelated era, Lomography believes in keeping the magic in photography alive with this dreamy, ethereal aesthetic.

Highly Versatile Tool For Modern Day Cameras Photographers and videographers can delve into an extensive variation of moods and special effect: silky soft focus at f/2.9, crisp sharp shots from f/5.6 onwards, and a focal length of 64mm. The Daguerreotype Achromat Lens works with a Waterhouse Aperture Plate system, which allows full creativity with depth of field and bokeh effects. Asides from the classic Waterhouse Aperture plates, for this lens, Lomography has created two entirely new sets. The Lumière aperture plates soak images in a radiant, soft glow. The Aquarelle aperture plates blend colors to produce a textured, painterly effect – rarely achieved in photography. Premium Quality Craftsmanship Of The Art Lens Family The Daguerreotype Achromat 2.9/64 Art Lens has been designed by Lomography’s expert technicians based on the historic 1839 design – and condensed into a bold brass lens for modern analogue and digital cameras – available in Canon EF and Nikon F mounts, and compatible with multitudes of other cameras using adapter mounts, such as the Sony Alpha series, Fuji X-Pro 1 and Micro 4/3 Cameras. The lens is handcrafted at a small PRESS CONTACT manufactory in Central China, on the banks of the Yangtze river. The lens comes in a beautiful brass or black finish, and boasts the premium optic quality that we bring to Katherine Phipps [email protected] every lens in the Lomography Art Lens Family – following in the steps of the Lomography Lomographic Society International New Petzval 85, New Russar+, Lomo LC-A Minitar-1, The Petzval 58 Bokeh Control and 41 W 8th St Lomography New Jupiter 3+ Art Lenses. New York, NY 10011

LINKS FOR EDITORS Back us on Kickstarter Now: Proud To Be Back On Kickstarter www.lomography.com/kickstarter Visit the Daguerreotype Achromat Lomography loves crowdfunding, and involving its active community with creative 2.9/64 Art Lens Microsite: www.lomography.com/achromat projects from the earliest stages of their conception. We are greatly thankful for the success of our previous Kickstarter campaigns: the Lomography Smartphone Film Scanner, the New Petzval 85 Art Lens, the first Lomo’Instant Camera and the Petzval 58 Bokeh Control Art Lens. The Daguerreotype Achromat 2.9/64 Art Lens is available through Kickstarter, where in addition to exclusive offers and prices, backers can secure their very own Daguerreotype Achromat Lens from the first ever batch – estimated to start shipping in August of this year.

TECHNICAL INFORMATION · Focal Length: 64mm · Maximum Aperture: f/2.9 · Apertures: Waterhouse aperture stops, up to f/16 · Lens Mounting Profile: Canon EF and Nikon F* · Closest Focusing Distance: 0.5m · Focusing Mechanism: helicoid · Image circle: 44mm · Field of view: 37 degrees · Filter Thread: 40.5mm · Electronic Contacts: No · Lens Construction: 2 elements in 1 group *Compatible also with a large range of other cameras using adapter mounts

Lomography Daguerreotype Achromat Art Lens, © Irina Mattioli Lomography Daguerreotype Achromat Art Lens, © Anna Rakhvalova, Model Elsa Snakers,

Lomography Daguerreotype Achromat Art Lens Lomography Daguerreotype Achromat Art Lens Lomography Daguerreotype Achromat Art Lens © Raymond Chin © Kieko Hoshi © Emili Soto

WHAT THE HELL IS LOMOGRAPHY? www.lomography.com/about The Lomographic Society International is a globally-active organization dedicated to PRESS CONTACT experimental and creative snapshot photography. Boasting over a half-million members Katherine Phipps across the world, the concept of Lomography encompasses an interactive, vivid, blurred and [email protected] crazy way of life. Through our constantly expanding selection of innovative cameras & Lomographic Society International th photographic accessories, we promote analogue photography as a creative approach to 41 W 8 St New York, NY 10011 communicate, absorb, and capture the world. Lomography Gallery Stores all over the world provide our full product range and a place for exhibitions, workshops, meetups and all LINKS FOR EDITORS lomographic needs. Through the efforts and skill of our Lomographic Society members, we Back us on Kickstarter Now: seek to document the incredible planet around us in a never-ending stream of snapshots – www.lomography.com/kickstarter literally a global “Lomographic” portrait as seen through the eyes of countless individuals Visit the Daguerreotype Achromat and cultures. 2.9/64 Art Lens Microsite: www.lomography.com/achromat

WHO THE HELL ARE LOMOGRAPHERS?

Lomographers can be anyone and everyone! It doesn’t matter whether you’re a boy or girl, big or small, left or right-handed, an early riser or a night owl, meat lover of vegan, whether you snore while you sleep or hum whilst listening to music, whether you love Marmite, hate it or don’t even know what the hell it is…heck, we don’t even care if you (gasp) shoot digital every now and then. All that matters is that you have a passion for photography and pushing the bounds of what’s possible with the medium. We Lomographers have wandering minds and ever-curious souls; a natural affinity for spying out the next photo and for seeking out places to journey to on our photographic pilgrimage. For us, the universe isn’t a place to be stared at and studied; it’s a maze to be explored, lost in and played through. We love to travel, create, experiment, make mistakes, share and experience the whole myriad of emotions that make us tick on this little planet we call Earth. So, if you’d like to meet a whole bunch of like-minded and friendly folks, we’d love to meet you and say hi at Lomography.com or one of our many Gallery or Embassy stores around the world! Lastly, for the hard-nosed statisticians among you, here are some solid numbers to back up all this the rhetoric. Lomographers are 44% male and 56% female. 2% of us are under 18, 26% of us are 18-24, 51% are 25-34, 15% are 35-44 and 6% are over 45. So you see, Lomographers really are anyone and everyone!