Wanting to escape the smaller and slimmer frenzy. Going back to the roots of photography and design. To create a camera that was both big and clumsy and at the same time attractive and innovative. Keeping it stupid simple, basing the design on squares and circles. Using a simple colour scheme, adds a little playfulness and breaks the straightforwardness of the construction. A camera not designed for nights out or for adventures in the wild, but for moments you really want to take the time to conserve.

The big aluminium wheel is meant to act as a function-wheel that allows you to flip between camera modes. The small black buttons enables you to “disengage” the wheel, hold down one of them located on the top and back of the camera, to let it function as a zoom wheel, picture browsing tool etc. The green button on the top is used as a classic camera trigger with autofocus and last but not least the big screen on the back, a large multi-touch screen to cover the rest of the photographers needs.