It’s not yet the product release that will make not only Hasselblad loyalists feel over the moon (no sarcastic Lunar reference intended). Hasselblad is posed to release its first product this week, before a Berlin event on April 15, 2016. Let’s call this release a “no surprise.” Rumors have it they announce a new H6D medium format camera. The new remarkable product worth waiting for will be announced in summer.

Hasselblad’s last release in June 2015 was a new line of aerial medium format digital cameras, the A5D Aerial. Interestingly, Hasselblad was actually returning to its roots with this new camera, as the company’s first camera back in 1941 was an aerial camera made for the Swedish government.

Expect more returning-to-the-roots by Hasselblad in the course of this year, as outlined in our earlier article Phoenix Hasselblad. Expect a truly remarkable camera to be unveiled mid-year. Wish I could disclose any details here, but a wild guess would be it’s less a professional and industrial, but more a consumer camera that emphasizes the iconic brand vision Hasselblad wants to bring to life again.

Product design especially will play a new key role over at Hasselblad in Götheborg, with focus on lifestyle, luxury, performance and tradition. Hasselblad CEO Perry Oosting just announced the appointment of Pär Heyden as the company’s Global Creative Director. Pär was previously responsible for car maker Volvo’s design strategy and brand positioning and experience.