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 havenâ€™t been seen before, such as the ability to focus a picture after itâ€™s taken. The pocket-sized camera, which offers a powerful 8x optical zoom and f/2 lens in an iconic design, creates interactive â€œliving pictures,â€ 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 Â£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 unnecessary 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 theyâ€™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: â€œWith light field technology there is a huge opportunity for creativity in photography that hasnâ€™t been possible in the past. Weâ€™ve seen amazing, creative and interactive pictures from camera owners in other countries, and weâ€™re looking forward to seeing living pictures from our UK customers.â€
Availability and Price
The Lytro camera is available online at John Lewis from 22nd July through UK distributor Softline, and in retail stores Dixons Travel and Harrods from August, priced at:
- Graphite, Electric Blue, Moxie Pink: 8GB Lytro Camera- Â£399.00
- Red Hot: 16 GB Lytro Camera- Â£469.00