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XCD Lens

All New Hasselblad Lens Design Language

XCD New Lenses are a precision-crafted metal lens with a focus ring and a newly added control ring.
Both rings are delicately engraved with a Hasselblad "H" logo print. The design is created using a precise 0.3mm drill bit and is a nod to the memorable look of the HC/HCD lenses. Whether paired with X-system or 907X cameras, this new lens is both a homage to the past while standing on its own as a unique, elegant statement.

Client

Hasselblad

Year

 

2020 - 2022

Designer

Jaewan Jeong

Yingtian Tan

Sophie He

Irene li

My Contribution

Project lead

Concept development

Industrial design

User experience

Color, material and finish

A simple push and pull of the focus ring changes from AF to MF mode

XCD 2,5 / 38V
Lightweight lens for travel and close-distance shooting

Industry first full CNC crafted Lens ring. The design is created using a precise 0.3mm CNC drill bit and is a nod to the memorable look of the HC/HCD lenses.

XCD 2,5 / 55V
Wide-aperture lens for documentary and portrait shooting

XCD 2,5 / 90V
Fast portrait lens for bokeh