Cassandra: Rent a Hasselblad

By Graham K. Rogers

Hasselblad has just announced a scheme to allow users and potential buyers to rent a camera, to "allow photography enthusiasts and professionals to benefit from the advantages of medium format technology." Having tried these in the past (and owning an older film model), I am all for this although there are some restrictions.

The scheme appears to be focused on the medium format X1D-50C (with a selection of lenses) and according to the press release is "a global online service to book Hasselblad cameras and lenses for a selected period of time based on a photographer's need to use the camera."

This can be for a specific photoshoot, to try a camera out before purchase, or reserving gear to pick up and use at a travel destination, with about 40 locations round the globe. However, when I opened the reservations pages the countries (currently) shown are: Australia, Canada, France, Germany, Hong Kong, Spain, Switzerland, U.K., and U.S.A.

On the face of it, this seems like a good idea. There are already camera and lens rental companies in several cities worldwide and this specific focus on this brand is attractive. The company writes that there are plans to increase the number of locations and to expand the selection of models at certain locations. I am not able at this stage to find out the pricing as that seems to need a customer to make a reservation first. As a spur, the fee can be used to offset the price of a camera purchase if this is made within 14 days.

Graham K. Rogers teaches at the Faculty of Engineering, Mahidol University in Thailand. He wrote in the Bangkok Post, Database supplement on IT subjects. For the last seven years of Database he wrote a column on Apple and Macs. After 3 years writing a column in the Life supplement, he is now no longer associated with the Bangkok Post. He can be followed on Twitter (@extensions_th)