For a few minutes at Photokina 2016, I was able to personally fondle the hottest camera announced at the show: the Fujifilm GFX 50s. This is a medium format camera targeted at the full frame 35mm camera user and is the second medium format mirrorless camera in the digital market. Oddly enough though, it isn’t designed to resemble a Mamiya 7 II or anything else from the film days despite the retro aesthetics. A number of jounalists and I were taken through a presentation where we were introduced to the team who worked on the camera’s design and specifications. Fujifilm’s intention here is to find a way to appeal to professional photographers and high end enthusiasts without competing in the pool filled with sharks that produce full frame 35mm sensor cameras.
So far: they seem to have the world’s attention.