GOOD DESIGN AWARD

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Special Award
Company Info

2021

GOOD DESIGN|グッドデザイン・ベスト100

Award-winning item
Digital Camera [FUJIFILM GFX100S]
Business Owner
FUJIFILM Corporation
Category
Camera and peripherals
Company
FUJIFILM Corporation (Japan)
Award Number
21G060403
Outline of Good Design Award winners
Outline of Good Design Award winners 2021

Outline* The shown information is the one as of the awarded date and might has been changed.

Outline

The GFX 100S / 50s II digital cameras are innovative in that their size, weight, and price are comparable to full frame models, despite being equipped with a large format sensor and being highly functional. In response to camera lovers' needs of high resolution images, the two models, the model 100S boasting ultra-high resolution of 120 million pixels and the 50.4 million pixels model 50s II boasting high white balance, are capable of creating overwhelmingly expressive photos, available only to medium format cameras, under various scenes.

Producer

Imaging Solutions Div., FUJIFILM Corporation

Director

Kazuhisa Horikiri, General Manager, Design Center, FUJIFILM Corporation

Designer

Masazumi Imai, Takeharu Omata, Design Center, FUJIFILM Corporation

More information

https://fujifilm-x.com/ja-jp/products/cameras/gfx100s/

Already on the market
2021/2/25

Evaluation

Did the intention to replace large format and medium format of film, which used to exist, by digital camera arise from the company's sense of responsibility as a film maker? Although the large format model has already achieved size and weight equivalent to those of full-sized model as intended, this product appears humble, quiet, and even Japanese-like, while it has achieved this high level of capability. The UI is also brilliant, simplifying physical interfaces but leaving the touch of a dial on the sub-screen on the top. Introducing this practical and moderately-priced product in the market, which has been dominated by a small number of high-end camera makers, gives it a great social implication.

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