Sometimes something comes along, that taking away all of the usual marketing hype that surrounds even the most mundane of products today, makes you stop and take notice.

I eluded before to ‘light field’ technology, and how it could very well change the goal posts for photography in a big way.

Well, we are getting closer to knowing, with the announcement from the UK importers of the Lytro Illum camera.

It is worth reading and contemplating.

Here are the official details.

Lytro_Illum

LYTRO unveils the world’s first Light Field camera & software platform designed for creative pioneers

LYTRO ILLUM creates “living pictures” by bringing the power of 3D computer graphics to photography and enabling new avenues for visual storytelling.

Customised sensor and Lytro-designed lens deliver previously impossible optical performance.

Powerful software platform enables revolutionary interactive experience.

Lytro, Inc. has revealed its powerful vision for the future of photography with the unveiling of the LYTRO ILLUM, a Light Field camera and software platform designed to redefine the way we portray the world around us.

Built to harness the full power of the Light Field, the professional-grade LYTRO ILLUM will give photographers a new medium capable of capturing visual experiences in their purest form — not as a static cross-section of reality but an authentic, interactive window into their world.

The camera paves the way for an immersive brand of storytelling in which images can be brought to life in multiple dimensions through Light Field Photography — a transformative new category that empowers artistic creation and expression beyond what is possible in the 2D world of digital and film.

In capturing the colour, intensity and direction of every light ray flowing into the camera, LYTRO ILLUM provides a massive amount of visual information that allows photographers to recreate sights and scenes on a truly experiential canvas.

To enable such rich, layered compositions, LYTRO ILLUM delivers unparalleled optical versatility by merging custom-built hardware with a powerful software platform.

The camera offers a 40-megaray Light Field sensor, 8x optical zoom range (30-250mm equivalent), constant f/2.0 aperture and a high-speed shutter capable of freezing motion under a wide variety of conditions.

Illum_screenAfter image capture, the innovative software platform enables photographers to adjust aspects of images that were previously fixed, such as focus, tilt, perspective shift and depth of field, which allows the photographer to create images that will resonate for the viewer not just in one dimension, but in every dimension.

In addition to enabling post-capture image adjustments, LYTRO ILLUM’s proprietary software platform enables users to view images in 3D, build custom animations, export images into common formats like JPEG, TIF, mp4 and share to the Web or mobile devices. LYTRO ILLUM’s workflow is also compatible with existing photo-editing suites like Adobe’s Photoshop and Lightroom software and Apple’s Aperture software.

Lytro is imported and distributed in the UK and Ireland by Intro 2020 Ltd.
Availability: October 2014
Suggested Retail Price £1299.00 including VAT

LYTRO ILLUM camera technical specs

Custom-designed 40-megaray Light Field sensor
8x optical zoom lens (30mm-250mm equivalent)
Constant f/2.0 aperture across the entire zoom range
1/4000 of a second high-speed shutter, ISO range 80-3200
Extreme close-focus macro capability, down to 0cm
Combination of tactile-controls and smartphone-class, articulating touchscreen
Dimensions: 86mm x 145mm x 166mm; 940 grams
Hot shoe supports all leading flashes

Software Platform
Integrated workflow with leading photo software from Adobe and Apple
Interactive depth feedback display
Virtual camera controls in post-processing, including aperture focus and perspective adjustments
   and physically accurate tilt control
Instantly displays 3D photos on 3D-capable devices
Integrated sharing to leading social networks including Facebook, Twitter, Pinterest, and Google+
Library of drag-and-drop cinematic animations, including pan, zoom, focus, perspective shift
Workflow is compatible with existing photo-editing suites like Adobe’s Photoshop and Lightroom software and Apple’s Aperture software

Company history, product information and tutorial videos available at www.lytro.com

End. (30/09/14).