Two videos added to the global branding site, "NIKKOR.com"
"THE SETTING UP", a short film by Leandro Erlich, and the video version of an interview with lens designers

April 9, 2015

TOKYO - Nikon Corporation has added two new videos to "NIKKOR.com" (http://www.nikkor.com), its global branding site developed to spread the appeal of NIKKOR lenses for interchangeable-lens cameras around the world. The first is "The Setting Up", a video by conceptual artist Leandro Erlich added to the Motion Gallery. The second is the video version of the first in a series of interviews with lens designers, "vol. 1 What do designers think, and how do they create lenses?", added to the Philosophy section of the site.

NIKKOR Motion Gallery

This is a gallery that introduces new possibilities for video imaging afforded by NIKKOR lenses. Top artists from around the world who work in a variety of genres have come together to expand the world of video imaging with a completely new genre.

"THE SETTING UP" by Leandro Erlich*1

Leandro Erlich is a conceptual artist born in Buenos Aires. His humorous and witty works upset common perceptions and ideas about reality. Many of Erlich's works have been exhibited around the world. He first made the transition to short films with a video showing assembly of his "Toilette" installation, which was presented in 2005. The film shows how a viewer perceives the phenomenon that occurs between the subject, a mirror, and space.
This video is produced by the visual design studio, WOW*2

  • *1 "Swimming Pool", one of Erlich's most well-known and critically acclaimed pieces, is a permanent installation at the 21st Century Museum of Contemporary Art, Kanazawa.
  • *2 WOW is a visual design studio with bases in Tokyo, Sendai, and London. They are involved with a wide variety of design work that is not bound by existing media or categories. They continue to pursue new imaging possibilities in order to achieve the social function of visual design while maximizing the unique characteristics and sense of individual creators.

Philosophy of NIKKOR, the voice of designers

All NIKKOR lenses are the result of the passion of their designers, and are backed by a long history and tradition. In this section of the NIKKOR site, the designers themselves provide insight into their own thoughts and ideas.

Video version of the designer interview, "vol.1 What do designers think, and how do they create lenses?"

This is the video version of the first in a series of interviews with lens designers, in which designers of NIKKOR lenses, backed by history and tradition, talk about lens design from a variety of angles, from the appeal of interchangeable lenses to the lenses that they themselves would choose. The passion of designers who continue to strive to produce the ultimate lens is expressed, as are the high level of quality and sense of innovation NIKKOR lenses offer. The second interview, in which designers explain the philosophy behind the design of NIKKOR lenses and their appeal, will soon be added.

"NIKKOR.com"

"NIKKOR.com" is a part of the global NIKKOR branding project for which full-scale operation started in 2013 when Nikon celebrated the 80th anniversary of NIKKOR lenses. This global branding site spreads the appeal of NIKKOR lenses for interchangeable-lens cameras around the world.
Nikon will continue to introduce new contents that increase visitors' knowledge of NIKKOR lenses from a variety of angles in the future, and the "NIKKOR.com" site will continue to provide users of NIKKOR lenses with information that helps them to expand their enjoyment of, and possibilities available with, photos and videos.

Trade names (companies, products, services, etc.) are trademarks or registered trademarks of their respective holders.
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