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.
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.
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
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.
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" 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.