Fujifilm GFX100RF Preorders Are Live:
B&H Photo / Amazon / Moment / Adorama
Fujifilm released two X Lab videos in Japanese about the Fujifilm GFX100RF, and I have produced a summary of both X Lab videos below.
I. Core Concept, Vision, and Positioning:
- Genesis & Timeline: Conceptual work began roughly two years prior to the discussions, at a time when the GFX lineup was solidifying, prompting thoughts on future directions.
- Strategic Goal – Compact GFX: The primary objective was to create the first truly compact camera within the GFX series, challenging previous GFX design conventions.
- Inheriting the 50R Spirit: The camera was envisioned as a 100-megapixel successor capturing the ethos of the GFX 50R, which found favor among street and snapshot photographers.
- Emulating Film Formats: A deep connection to Fujifilm’s medium-format film heritage was central. The design aimed to incorporate all historical aspect ratios (including 6×9, 6×8, 6×17, and even 4×5 format references), offering 9 selectable options via a dedicated dial.
- Blending GFX Quality & X100 Appeal: The camera seeks to merge the high-resolution image quality characteristic of the GFX system with the compact form factor and rangefinder-style handling reminiscent of the X100 series.
- Forging a Distinct Identity: Developers consciously aimed for the GFX100RF to be perceived as unique, not merely a “GFX version of X100” or a simple iteration of past GFX models, believing the final product achieved this distinct character (“it was supposed to be like this”).
- Focus on Ownership & Hobbyist Appeal: Product planning extended beyond purely professional use-cases to emphasize the enjoyment of ownership and appeal to dedicated hobbyists.
II. Design, Features, and Ergonomics:
- Aspect Ratio Dial: A large, dedicated dial is located on the back, allowing intuitive switching between the 9 aspect ratios even while holding and composing, directly facilitating the film format emulation.
- Digital Teleconverter System:
- Features 4 distinct digital teleconverter options.
- These combine multiplicatively with the 9 aspect ratios (“4 types x 9 ratios”) providing 36 unique framing perspectives.
- Equivalent focal lengths (approx. 45mm, 63mm, 83mm, alongside the native 35mm F4) were selected based on research into common GF lens usage by GFX50R photographers.
- The high-resolution 100MP sensor provides justification, ensuring sufficient detail remains even when digitally cropping/teleconverting.
- Unique Front Dial: A newly developed three-stage dial is prominently placed on the front. Its specific position and shape were carefully refined through extensive discussion to optimize both usability and grip comfort.
- Premium Materials & Build:
- Grip components are precisely machined from a single block of metal, enhancing the sense of quality and allowing for greater design freedom in shaping.
- Reflecting the camera’s value proposition and price point, materials like metal are used for the hot shoe cover and battery cover to meet buyer expectations.
- The overall form is slightly elongated vertically, with sharp edges contributing to a solid, reliable feel.
- Included Machined Aluminum Hood: A square lens hood, machined from aluminum, is included with the camera (not sold separately). It features a unique screw-lock mechanism. The developers acknowledged its novelty might require a slight learning curve, viewing this as part of the “ownership experience.”
- Tactile Feedback: Meticulous attention was paid to tuning the texture and operational feel of all dials and levers for a satisfying user interaction, with the front dial and lever operations noted as specific improvements.
III. Technical Implementation & Engineering Challenges:
- Core Challenge – Size & Integration: Fitting the large GFX sensor and a compact, integrated 35mm F4 lens into the target small body was a major engineering hurdle. The lens is attached directly to the sensor mount, making it look distinct from other GFX models from the front.
- Weight Reduction – A Primary Concern:
- This was a major development focus.
- An initial weight target of 850g was set (aiming to be lighter than the GFX100SII).
- Through dedicated efforts, the final weight achieved was significantly lower at 735g (including battery and memory card), compared to the GFX100SII’s 883g.
- Internal Space Optimization:
- The battery box placement dictated the camera’s minimum width, requiring efforts to minimize thickness elsewhere.
- The EVF module presented size constraints; its exterior parts were redesigned to reduce dimensions by approximately 1mm.
- Image Stabilization Omission: To achieve the ambitious size goals, a conscious decision was made to exclude both Optical Image Stabilization (OIS) in the lens and In-Body Image Stabilization (IBIS).
- Shutter Technology Choice: The compact design enabled the use of a small leaf shutter (lens shutter) instead of a focal plane shutter. This shutter unit also integrates a built-in ND filter, further contributing to the compact package.
IV. Performance and Final Balance:
- Comparable Performance: Despite significant size and weight reduction, the GFX100RF is engineered to deliver performance and functionality described as “basically the same” as the contemporary GFX100SII, utilizing similar internal components.
- Achieving Balance: Developers expressed satisfaction with the final product, believing it strikes an excellent balance between its high-end specifications, compact physical size, and manageable weight.
V. Development Process:
- Focus on Quality: As a pioneering model within the GFX line, development emphasized thoroughness and quality assurance.
- Collaborative Approach: Regular meetings involving design, engineering, and sales teams were crucial for collaboratively refining specifications and addressing challenges.
- Accommodating Input: The team strived to incorporate all feasible requests from different departments to ensure a well-rounded and market-ready product.
- Celebrating Innovation: The project’s completion was marked by a sense of accomplishment, recognizing the unique and innovative design achieved through their collective efforts.
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