The Story Behind the Sigma BF

and I saw the bottle of the Chanel number five perfume. The simple and elegant design last forever. Let's talk cameras because Sigma makes beautiful cameras and they're so unique and so different. Where does this come from? Well, basically I like to create something innovative and something new uh rather than making the similar meto product but also strategically it's important for Sigma to create something different because uh Sigma is a very small brand for as a camera manufacturer and we have very small market share. So if we make the me to product like big company, I'm afraid people may not choose us, choose our products. >> Now we got to talk about the BF. It is beautiful. It is a piece of art. >> Where did this concept come from? I was thinking uh what's the what the meaning of the the camera body or res resonator of the camera body and uh what I realized was that once you hold the camera in your hand we try to see the beautiful scene in the uh daily life like a beautiful light or beautiful shadow or beautiful color. Uh so uh the camera triggers your ambition to create something beautiful images. So uh I really wanted to make the camera that everybody can bring every day and uh use quite often. So in this case I believe the camera must be compact >> and simple >> and elegant uh for that you can want you want to bring every day. I was visiting the exhibition of the the found of the Chanel and I saw the bottle of the Chanel number five perfume. Uh it was a bottle for us 100 years ago and I thought uh the simple and elegant design last forever and uh then I asked our designer and engineers please make the most simplest and the most elegant camera ever. I think it took 3 years to develop the camera >> and the whole UI the interface where does that come from because it is so different. I strongly believe our UI designer that's in-house designer uh did a great job to create a totally new user interface and we've been discussing the current uh user interface of the camera is too complicated and there are too many menus uh which normal users uh don't use or never uh never check. And uh the reason and we discussed that the reason why the current U cameras user interface so complicated comp complex is that they've been know uh taking over the the legacy user interface from the film camera and they added the bottom the dials uh which are required for digital camera. So it's very complicated and um cluttered. So we discussed uh we should uh create the user interface which is uh made for the created design developed for the digital camera from scratch and our designer did a great job. It was so intuitive that the first time I tried it I it just blew my mind of the level of detail that's inside of it. But the image is so sharp but at the same time there's a micro contrast. There's a level of detail that to me goes beyond what you normally see in a 24 megapixel image. >> Is that designed to be that way? >> Yes, that's true. The BF use the Bayer the regular Bayer sensor. So, it's basically the image quality created from the Bayer sensor. As you know, uh we've been making the Fobion sensor camera. We know that's uh the the character of the phobion sensor and uh our uh image processing engineers have been you know watching the quality of the phobion sensor. So image engineering team try to recreate the the feel of the phobion senses

#Sigma #SigmaBF #CameraDesign #Photography #KazutoYamaki #ChanelNo5 Why would a camera company study a 100-year-old bottle of perfume? In this exclusive interview, Sigma CEO Kazuto Yamaki reveals the surprising inspiration behind the Sigma BF (Beautiful Foolishness)—a camera designed not just to take pictures, but to be a piece of art that makes an impact. We discuss why Sigma refuses to make "me too" products, the radical decision to redesign the camera user interface from scratch, and how they engineered a standard Bayer sensor to capture the "soul" of their legendary Foveon look. Special Thanks to Sigma Singapore and Sigma Japan for helping make this interview possible. In This Video: The philosophy behind "Beautiful Foolishness" (BF) Why the Chanel No. 5 bottle changed Sigma's design approach The problem with modern camera menus & the UI fix How Sigma achieved "micro contrast" without a Foveon sensor Timestamps: 00:00 - Intro: The Chanel No. 5 Inspiration 00:12 - Why Sigma Refuses to Make "Me Too" Cameras 00:53 - The Concept: A Camera You Want to Carry Every Day 01:33 - "Simple & Elegant": Designing for Timelessness 01:50 - The Full Story: Chanel No. 5 & The 100-Year Design 02:18 - Fixing the Interface: Why Camera Menus are Broken 02:50 - Legacy UI vs. Digital Native Design 03:43 - The Image Quality: Sharpness & Micro Contrast 03:57 - Bayer Sensor, Foveon Soul: How They Did It