The Lytro light field camera is now available in the UK. Unlike conventional cameras, the Lytro light field camera captures all rays of light in a scene, providing capabilities that haven’t been seen before, such as the ability to focus a picture after it’s taken. The Lytro camera is available in Graphite, Electric Blue or Moxie Pink (8GB) for £399 and Red Hot (16 GB) for £469.
Lytro Press Release
Lytro announces UK availability of world’s first consumer light field camera
Lytro gives users the ability to refocus pictures after they are taken and capture interactive, living images
London, England. – 9am, July 16th, 2013 – Lytro today announces that its consumer light field camera, that offers a new way to take and experience pictures, will be available in the UK from July.
Unlike conventional cameras, the Lytro light field camera captures all rays of light in a scene, providing capabilities that haven’t been seen before, such as the ability to focus a picture after it’s taken. The pocket-sized camera, which offers a powerful 8x optical zoom and f/2 lens in an iconic design, creates interactive “living pictures,” that can be endlessly refocused. The Lytro camera is available in two models and five colours from Dixons Travel, Harrods and John Lewis online, with prices starting from £399.
The innovative Lytro camera features a light field sensor that collects the colour, intensity and the direction of every light ray flowing into the camera, capturing fundamentally different data from the scene. This provides users with two initial light field capabilities, including the ability to refocus once a photo is taken and shift the perspective in a scene. Designed with simplicity in mind, the Lytro camera has no modes or dials, just two buttons (power and shutter) and an intuitive glass touchscreen that enables pictures to be viewed and refocused directly on the camera.
Making it easy to enhance light field pictures once they’re taken, Lytro also provides users with Living Filters. With a single click, photographers can apply one of nine interactive filters to an image to change the look of it. Additionally, users can share living pictures on the go through the Lytro Mobile App. Camera owners and non-camera owners alike can download the app to experience living pictures on their iOS device, including refocusing pictures and experiencing Perspective Shift, with no special software required.
This announcement marks continued momentum for Lytro, which has seen increasing demand for light field technology in the US and around the world. Jason Rosenthal, CEO of Lytro comments: “With light field technology there is a huge opportunity for creativity in photography that hasn’t been possible in the past. We’ve seen amazing, creative and interactive pictures from camera owners in other countries, and we’re looking forward to seeing living pictures from our UK customers.”
Availability and Price
The Lytro camera is available in July through UK distributor Softline, in retail stores Dixons Travel, Harrods and online at John Lewis priced at:
• Graphite, Electric Blue, Moxie Pink: 8GB Lytro Camera- £399.00
• Red Hot: 16 GB Lytro Camera- £469.00
Lytro is transforming the camera into a powerful computational photography platform, forever changing the way everyone takes and experiences pictures. The first Lytro Light Field Camera offers photographic capabilities never before possible, such as focusing a picture after it’s taken, changing the perspective in the picture and creates interactive living pictures that can be endlessly refocused and enjoyed by friends and family online. Founder Ren Ng, whose Ph.D. research on light field photography won Stanford University’s prize for best thesis in computer science in 2006 as well as the internationally recognized ACM Dissertation award, founded the company in 2006.
Founded in 1990, Softline UK Ltd is one of the UK's leading value added Mac accessory and peripheral distributors, successfully creating and continuing to nurture the Mac consumer market both here in the UK and throughout Europe.
For additional information, visit Lytro.com.
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