Manfrotto is introducing its own range of LED lights and an exclusive range of bags and clothing under the “Imagine More” tagline. Billed as a bold, new way of experiencing photography”, Imagine More also marks a widening of the audience targeted by Manfrotto with so-called social recorders. ”We are all very proud of this event: conceiving and creating Imagine More is something that each of us has been deeply involved in not only from a professional but also an emotional point of view,” said Marco Pezzana, Imaging Sales & Marketing Director and Supports Managing Director.

Manfrotto Press Release

Imagine More Previewed at Photokina 2010
brand evolution by Manfrotto

Cologne, 22 September 2010 - Manfrotto, world leader in the design of equipment and accessories for the photography and imaging industry, will be presenting a project which is an all-time first in the history of the brand at Photokina today when its 2010 catalogue Imagine More whose name reflects its ambitious nature will be previewed.

Backed by over forty years success and a unique history of tradition and experience, Manfrotto is looking towards the future with Imagine More by launching a bold, new way of experiencing photography.

With a clear invitation not to set limits to our imagination, Imagine More marks Manfrotto’s entry into new market sectors: for the first time, the long-standing company from Bassano del Grappa offers the world of photography its own range of LED lights and an exclusive range of bags and clothing. These two completely new categories are part of the new products in the traditional area of camera, video and lighting supports which have always been the central core and pride of the brand. With over 100 new products, the Imagine More collection boasts an extensive range, a high level of technological innovationand an eye for design which has surprised even the experts.

In line with appealing to the emotions, Imagine More also marks a widening of the audience targeted by Manfrotto and has added the category of so-called social recorders, less expert enthusiasts who are more makeshift but equally demanding, to its specialised group of professionals and amateurs. These new highly spontaneous users take lots of photos and are, above all, keen to share images and photos with their followers on social networking platforms. From now on, Manfrotto also caters for them with a number of specially designed items in each product category.

There are a number of innovations at Photokina, but the mainstay of the Imagine More project remains the support segment, the soul of the brand. Big innovations in this category too: the R&D and marketing team at Manfrotto has outdone itself by developing a collection of supports and heads which are technologically advanced and innovative with a modern design. An offer that meets all expectations: each of the products comes in a number of versions which vary according to special practical, performance and material type needs. Manfrotto has always conceived solutions which have become standard in the sector and with Imagine More, it sets new milestones in the history of photographic supports.

”We are all very proud of this event: conceiving and creating Imagine More is something that each of us has been deeply involved in not only from a professional but also an emotional point of view,” said Marco Pezzana, Imaging Sales & Marketing Director and Supports Managing Director .

“Imagine More is a far-reaching project that gains increasing significance because it is developed within a brand like Manfrotto, one of the most solid, stable and well-known in the world of photography”, added Pezzana. “Our aim continues to be to offer the best possible product to all types of users whether they are internationally renowned professionals, advanced amateurs, weekend photographers or just enthusiasts”, concluded Pezzana. “We are familiar with all of their needs. For this reason, we have developed a range that offers varying levels of performance and functionality and a wide choice of materials so that we can give them the most suitable tools for doing what they want to do”.

In this way, Manfrotto is widening its product and audience horizons. The example ofImagine More is transformed into an amazing innovative drive which respects tradition and continuity: more products in more market segments for a wider, more varied audience.

By creating two new product categories - the set of LED lights and the range of bags and clothing - that complement the core collection of camera, video and lighting supports, Manfrotto stands as a world benchmark for premium equipment and accessories for the photography and imaging industry.

MAIN PRODUCT NEWS

Photokina 2010

Photo Supports
Regarding the field of photo supports, Imagine More is introducing – first and foremost – a new cataloguing criteria of the product range, no longer structured by product, but by a family of products, each of which corresponds to a specific type of use.

The products in each family have distinctive basic features. Yet, they differ from one another for the presence of more specific and more detailed functions.

Users Series Materials
Professionals 050 Carbonium, Magnesium
Advanced amateurs 190 Carbonium, Aluminium
Amaterus 290 Aluminium
Social recorders 390, Compact, Pocket Aluminium

More specifically, Imagine More is introducing many new product features, for all kinds of photographers: professionals, amateurs (beginners and advanced) as well as social recorders.

Innovative features that the entire support collection have in common are:
- an elegant and innovative design;
- excellent ergonomics;
- more versatility and practical use.

1. Professionals
The New Pro Tripod 057 inaugurates a new generation of carbon fibre supports, capable of offering an excellent performance and great versatility in its use.

The outstanding features of maximum precision and stability, can still offer an effective portability and extraordinary flexibility at the same time, thanks to a maximum extension of 203cm, allowing the photographer to shoot from elevated areas as well as from only a few centimetres from the ground.

Available in four different configurations, according to the individual’s specific preferences, the professional can combine two different leg extensions (long with a maximum extension of 180 cm and regular with a maximum extension of 132 cm) with two different types of columns (featuring a gradual adjustment mechanism with an aluminium column, for demands of millimetric precision, or the classic rapid adjustment with carbon column, for very quick changes).

The particularly innovative design and excellent ergonomics of the the offer of a professional support that also offers great surplus value, created with the most painstaking attention to functional and aesthetic details.
The Series 050 with ball head is the natural conclusion to the series of supports created specifically for the professional photographer. Available in three different sizes (4, 5 and 7), the ball’s diameter ranges from a minimum of 45 mm to a maximum of 65 mm for a maximum load ranging anywhere between 10-15 kilos, depending upon its support.

Its magnesium structure allows for its light weight, while its special self-lubricating collar guarantees constantly fluid and controlled movements without having to lubricate.

The 050 ball head also features a completely innovative characteristic: portrait function offers the possibility of choosing to position the camera vertically at a perfect 90° angle or tilt the angle up to 105-110° when shooting from uneven ground.

2. Keen Amateurs
The main novelty of Imagine More for amateurs is the brand new creation of the Series 290, the new family of products conceived to satisfy the demands of amateurs with less experience.

This new series supports the Series 190, traditionally dedicated to the amateur with more experience who shares many elements with the professional.

Made up of tripods and monopods, the Series 290 features the same quality and stability of the Series 190. These two families of products differ only for the presence (or lack thereof) of premium features and accessories such as:
- use of different materials (carbon or aluminium)
- different intrinsic properties (weight, capacity, compactness, etc)
- less or more features included.

The result is a difference in price that will surely benefit the amateur with less experience, having a quality product at his or her disposal that also meets both functional and cost demands.

The Series 290 comes with a very interesting offer: since it presents semiprofessionally based features at an elevated added value such as its removable head, aluminium locking clamps, anti-shock collar and a column that includes an anti-rotation system. The ideal equipment for those who intend to perfect their technique without feeling forced to purchase accessories used by professionals.

The Series 290 includes tripods and monopods available in many configurations depending upon the chosen size and degree and functionality required.

3. Social recorders
Consideration of this type of photographer is a great novelty for the world of Manfrotto, which has catered exclusively to the professional or semi-professional photographer until now.

Imagine More breaks away from this tradition by bringing in the large public of social recorders to join our professionals and amateurs. The social recorder has less experience but is just as demanding when it comes to results. Typified by a playful and dynamic approach to photography, he or she stands out for the destination of the creative effort which is concentrated towards sharing shots on social networks more and more frequently.

Manfrotto has developed a family of products under the Headline of Imagine More created specifically for this type of customer and includes:
Series 390 (traditional supports and table supports);
Series Compact (ultra-versatile and compact supports);
Series Pocket (pocket-sized portable supports).

The absolute novelty presented here is the Series pocket, which offers two types of tripods which feature the kind of compactness that has yet to be seen, yet it lacks nothing in terms of functionality.

They have an innovative and captivating design in full harmony with Manfrotto’s typical understated design.

Features:
- in its basic and evolved version, it guarantees the perfect combination for the most widely used cameras (compact and DSLR) because designed on the basis of the market’s standard measurements;
- solid and sturdy, the tripod keeps the camera in perfect and constant balance;
- thanks to its multiple attachments, the camera can be positioned in many different ways;
- ultra-compact and ergonomic design: the “always on” function (the tripod becomes invisible and can be left on the camera);
- intuitive and versatile use;
- available in two colours: total black or aluminium.

Video Supports
In the area of Imagine More video, the centrality of the 504 HD is confirmed yet again. This video head for professional video-makers or advanced amateurs launched this past April has already met with great success. Offered as a kit with 536 video support, the 504 HD is the state-of-the-art product of the renowned Bridging Technology, a range of products with a deposited patent which features an innovative bridge at the centre which offers the advantage of enhancing functionality and practicality.

Image More is also inaugurating a new line of hybrid technology video heads, created to meet the increasing demands of the world of amateur and semi-professional photographers for solutions that are well suited to both photographic and video-graphic demands resulting from the more widespread use of DSLR cameras with HD video options.

The icon-product of this range is the new photo-video head.

Featuring a particularly innovative design, offering excellent ergonomics and the utmost in lightweight.

Photo mode features:
- pan, tilt and portrait functions like a traditional ball head;
- soft and fluid movements thanks to 2 fluidity commands and 3 fluid cartridges;
- maximum capacity: 7 kilos.
Video mode features:
- sliding support, 2 fluidity commands and 2 fluid cartridges for maximum control;
- balancing adjustment system;
- maximum capacity: 12 kilos.

Another great novelty is the fluid video monopod.

The fluid cartridge placed at the base of the pod filters any vibration, to guarantee fluid and controlled filming even in the most challenging situations. The cushioning buffer that this special cartridge offers allows for the most effortless pan and tilt.

LED Lights
It is already a key reference point in the world of light support for photo shoots, video-graphic and movie sets. Imagine More Manfrotto completes its product range by launching a new product category: Led Lights, addressed to a range a photographers that span the professional, simple amateurs, advanced amateurs and social recorders.

This collection was conceived to offer a solution for the market of cameras featuring video capacity. The main feature of this new range is the multi-functionality of its products, capable of emitting either a flash or continuous light, depending upon the demand or preference of the user or model. Manfrotto acted immediately to cover an area of the market that is still very open, offering a product with an elegant and well-structured design that is ergonomic and extremely lightweight at the same time.

The product is available in several versions, with increasingly functional features and versatility created specifically to meet the demands of any photographer. Starting with the most intricate demands of the professional to arrive at the most basic ones of the social recorder, this range of products includes the following models: MAXIMA, MIDI PLUS, MIDI, MINI and POCKET MAXIMA (84 led)

Designed specifically for professionals and advanced amateurs, it presents the highest degree of versatility and practicality. The main features of continuous light mode:
- quality of light is very similar to solar light: 6000° k
- backlite led: a small led lights up all commands featured on the camera
- duo position: horizontal or vertical
- potentiometer: 0-100%
- possibility of softening the light by inserting a gel sheet
- Can be integrated with other lights from this product range
- Rechargeable lithium battery

The assortment for professionals is completed by AURA, Manfrotto’s ring light for portraits and close-ups.

MINI (24 led)
Created for social recorders, emits continuous light only and offers the following basic features:
- backlite light;
- iconic potentiometer with four adjustments.

Bags and Apparel
Imagine More has also created its own original line of Manfrotto bags and apparel, resulting from two distinct collections created in collaboration with IDEE Consulting, a design and consultancy firm that has also worked with some of the world’s most prestigious fashion designers: John Galliano, C’N’C, Alviero Martini, GF Ferré, Memine and Pirelli Collezione LINO: bags and apparel for professional photographers, amateurs and advanced amateurs who are demanding and pay close attention to every detail of their equipment. The collection features:
- typical Italian elegance and excellent quality
- a combination of practicality and metropolitan style: for a casual yet elegant style
- highly resistant material combined with leather inserts
- high quality finish
- maximum versatility in transporting equipment
- a colour-by-colour / colour-to-colour reproduction of the Manfrotto logo
- the collection of bags and apparel is then completed by accessories such as: waterproof poncho and gloves.

The range of bags includes:
LINO | Pro Backpack: back pack, available in two sizes
LINO | Pro Messenger: shoulder bag, available in two sizes
LINO | Pro Rolling bag: trolley case, available in one size only
LINO | BOX: available in three sizes
LINO | CASE: available in two sizes

The apparel line is available in men’s sizes ( S - XXL) and in women’s sizes (XS - L) and is made up of:
LINO | Pro Filed Jacket: jacket with two front pockets and reinforced shoulders
LINO | Pro Wind Jacket: a very lightweight jacket in water-repellent nylon in case of rain
LINO | Pro Photo Vest: practical vest with two front pockets and reinforced shoulders
LINO | Pro Soft Shell Jacket: in Polartec, a versatile jacket suited for all conditions.

Collezione STILE: bags for amateur photographers and social recorders who pay close attention to the trends of the moment. The collection features:
- Much attention to the “look”;
- Collection is available in three different colours: black, beige and white (women only)
- pockets and compartments for supports
- a colour-by-colour / colour-to-colour reproduction of the Manfrotto logo

The collection includes:
STILE | VELOCE (rapid): backpack, available in two sizes
STILE | AGILE (agile): single strap backpack, available in three sizes
STILE | UNICA (unique): shoulder bag, available in two sizes
STILE | BELLA: small shoulder bag, available in three sizes
STILE | SOLO: holster, available in three sizes
STILE | NANO (miniature): clutch bag, available in seven sizes

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