From its origins as a microscope maker, Leica made photography a part of everyday life when they introduced the first 35 mm camera in 1914. Leicas century-old tradition of quality cameras and lenses highlights the true essence of what a camera is and sets the company apart from the powerful Japanese DSLR brands.
CONTENTS:
INTRO
PUBLISHERS NOTE
COMMENTS
Comments from Leica users across the globe and records of the moments they have shared with Leica
INTO THE SHOPS
Scenes from Leica stores around the world
OPINION
Jeffrey Hirsch, owner of the New York camera shop Foto Care
INNER SPACE
Product Scenes
Leicas unique show window displays revealing the brands identity
Basic Lineup
Classic product lineups encompassing Leicas past, present, and future
Extended Lineup
Products born out of Leicas confidence and spirit of collaboration
VS
Function
A look at Leicas attempts to differentiate itself in the digital market
OPINION
Film director Chan-wook Park
SHOPS
Independent Dealers
Independent dealers retailing Leica products in their own ways
USER CHOICE
Attachment
Four Leica users who each have different reasons for liking the brand
BRAND TO BRAND
Media Inspiration
Leica users talk about the media outlets that inspire them
OPINION
British conceptual artist Rolf Sachs
THE DECISIVE MOMENT
Artworks
Records of the scenes captured by 10 photographers
Tools
The value of Leicas as tools
Stories
The philosophies and attitudes of 10 photographers
The Field
Photographers capturing photos in the field
BRAND STORY
Leicas unique philosophy and technologies helped it rise from its origins as a small microscope maker to the peak of the camera industry
PARTNERSHIP
Leicas partners share common business or cultural experiences with the German camera company
TIMELINE
An analysis of the global camera market with a chronology of significant events
RECOGNITION
The prestige of the Leica seen in comments by public figures
QUOTES
Quotes by Leica CEO Alfred Schopf
FIGURES
Significant figures in the history of Leica
FROM THE EDITOR IN CHIEF
The Editor in Chief offers his observations on Leicas core values
