Behind the HYPE: OnePlus and Hasselblad are Driving Innovation in Mobile Photography

Bringing the complexity of Hasselblad’s imaging technology into a smartphone.

Tech 
4,439 Hypes 4 Comments

Hasselblad cameras are universally recognized as one of the best pieces of machinery the camera industry has to offer. The story behind its vibrant color accuracy and razor-sharp detail, and the main reason why it commands up to $47,000 USD for one of its top models — lies in how its founder, Victor Hasselblad created the company’s first commissioned camera. The story goes that, during WWII, the Swedish military brought Victor Hasselblad a fallen German aerial surveillance camera, with the request to replicate it. Instead, he replied “Not one like that, but a better one.”

As the cornerstone of its ethos, Victor Hasselblad’s words have continued to define its brand identity and guided its meteoric rise. Oftentimes this is all that’s needed to earn a permanent place in the cultural zeitgeist. OnePlus and Hasselblad share a common goal to deliver high-quality products to a niche-yet-demanding audience that only accepts the best. This need manifests in an unrelenting desire to push the limits of art, technology and science. Consequently, there is not a camera on the market equal to a Hasselblad, and the Swedish camera manufacturer often finds itself as the go-to documenter for both art and science’s most pivotal moments.

Boasting a clientele of legendary fashion photographers such as Annie Leibovitz, Nick Knight, Helmut Newton, Richard Avedon and Steven Meisel with near-monopolies over the images of their times, shooting their respective eras’ icons from Jimi Hendrix to Timothee Chalamet. On the other end of the spectrum, lies the historical milestones that the camera maker has immortalized — Neil Armstrong’s first step on the moon; The Blue Marble. Aside from space travel, the camera company has also been at the forefront of pioneering camera technology including the creation of the world’s first mirrorless medium-format camera.

A brand with a similar mantra is smartphone manufacturer OnePlus. Conceived in 2013 with a goal to hit the saturated smartphone market with its own version came from a decision to make a smartphone that’s better than the low-quality ones available at the time. The lighting-quick, smooth user experience of OnePlus phones along with its tech innovations like making 5G and high refresh rates of 90Hz/120Hz mainstream, resonates with a tech-savvy community who believe there’s a better option in the smartphone world.  The two companies have entered into a three-year partnership to embark on an R&D journey for the books, starting with the OnePlus 9 series, with the ultimate aim of re-engineering the smartphone camera experience.

Unlike previous collaborations with the likes of McLaren Automotive, Cyberpunk 2077, Marvel, and Colette, OnePlus’ latest venture sees the two entities share their extensive expertise in their respective fields to challenge the industry’s innovation and merge the complexity of Hasselblad’s imaging technology into a smartphone camera.

Our first look at the fruits of their labor comes in the form of the OnePlus 9 series. Both the OnePlus 9 and the OnePlus 9 Pro feature camera systems such as Natural Color Calibration and Hasselblad Pro Mode: bringing the snapshots of our everyday lives one step—or perhaps more accurately, several steps—closer to the real thing.

Watch the video above to learn everything you need to know about the new OnePlus x Hasselblad partnership and be sure to check out the other videos in our Behind the HYPE series.

Read Full Article

What to Read Next

Behind the HYPE: How FootJoy Became the Leader in Golf Footwear
Footwear

Behind the HYPE: How FootJoy Became the Leader in Golf Footwear

Presented by FootJoy
Spotlighting the golf shoe worn by more players at every PGA Tour event for the last 75 years.

Behind the HYPE: How Futura’s 'Pointman' Became a Global Phenomenon
Arts

Behind the HYPE: How Futura’s 'Pointman' Became a Global Phenomenon

Exploring the character’s graffiti origins and its seismic success in art and beyond.

Behind the HYPE: Pokémon TCG Exploded in 2020. This Is How It Happened

Behind the HYPE: Pokémon TCG Exploded in 2020. This Is How It Happened

High-publicity Charizard and Blastoise card sales are just part of the story.


Behind the HYPE: Why the Porsche 911 Is the Quintessential Sports Car
Automotive

Behind the HYPE: Why the Porsche 911 Is the Quintessential Sports Car

Rear engined, lightweight, and forever appreciating in price. What’s not to love?

Teyana Taylor Says Kanye West's G.O.O.D Music Label 'Underappreciated' Her Music
Music

Teyana Taylor Says Kanye West's G.O.O.D Music Label 'Underappreciated' Her Music

Part of the reason why she retired from music.

Showtime Drops New ‘Dexter’ Trailer Hinting at a Killer 10-Episode Season
Entertainment

Showtime Drops New ‘Dexter’ Trailer Hinting at a Killer 10-Episode Season

The vigilante may be returning to his nature.

Reebok Unveils the Premier Road Modern "Pure Blue" and DMX Trail Shadow "Clay Red"
Footwear

Reebok Unveils the Premier Road Modern "Pure Blue" and DMX Trail Shadow "Clay Red"

The vector brand’s in-line footwear category grows with two striking colorways.


Apple AirTags Review: Small, Sleek and Better at Finding Your Keys Than You Are
Tech 

Apple AirTags Review: Small, Sleek and Better at Finding Your Keys Than You Are

Affordable, slim and stunningly easy to set up.

Big Sean Is Launching A Weekly Wellness Series With His Mom
Entertainment

Big Sean Is Launching A Weekly Wellness Series With His Mom

Episodes will air every Saturday during Mental Health Awareness Month.

Nike Air Force 1 Crater Flyknit "Wolf Grey" Supplies Stretchy Sustainable Style
Footwear

Nike Air Force 1 Crater Flyknit "Wolf Grey" Supplies Stretchy Sustainable Style

Combining a familiar Air Force 1 Flyknit upper with a sustainably-speckled Crater Foam midsole.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.