FUJIFILM today opened their very first experience store in Sunway Pyramid. Dubbed the Wonder Photo Shop, their flagship store will be featuring certain printing services you may not have seen in the market. One of the things you can do in the store is to print your own iPhone case through photos from your smartphones or other devices. Of course there are the FUJIFILM cameras on display as well. Of course you can buy them there.
That was a side event to something even more interesting though. Before the official opening of the store with FUJIFILM’s new ambassador, Farah Ann; Malaysia’s national artistic gymnast, they launched their new X-A3. So what is it?
The new FUJIFILM X-A3 is their new compact mirrorless digital camera. If you have not already known, mirrorless cameras lose the mirror that is sitting in front of the sensor reflected to the viewfinder. It is what you see before you press the shutter. Removing the mirror between the APS-C sensor (in this case) and the lens allows FUJIFILM to make their cameras even smaller and thinner, thus more compact.
So, the X-A3 then. It is the evolution of their X-A2 compact camera. It even follows the retro design philosophy that made the X-A2 unique. Also like th X-A2, the X-A3 features a flip-up touch screen for easier and better self-potraits, or “selfies” if you like to call it that.
But the X-A3 is a step up from its predecessor with 24.2-megapixel sensor compared to the 16.3-megapixel. Video recording has been stepped-up to 1080p at 60fps compared to the previous 30fps. The TFT LCD screen, though boast the same size offers more clarity.
The FUJIFILM X-A3 will be available in FUJIFILM’s Wonder Photo Shop, Sunway Pyramid and all authorised FUJIFILM dealers nationwide this month onward. It retails at MYR2,888 and comes in Silver (black faux leather), Pink, and Brown. Also at that price it will come with FUJIFILM’s XC16-50mm f/3.5-5.6 OIS II kit lens as standard. The body is not sold separately though which may be a bit of a bummer to some. The camera does take decent pictures though so it may be worth considering. Photos and press release after the break.
Combining the new 24.2 megapixel sensor with the X Series’ signature skintone reproduction technology for advanced portraiture
Use of the slide-and-tilt mechanism on the rear LCD, which provides 100% visibility even when the panel is tilted by 180 degrees
Introducing the selfie-optimized mirrorless digital camera
KUALA LUMPUR, 3 NOVEMBER 2016 – FUJIFILM Malaysia has launched the FUJIFILM X-A3 (hereinafter X-A3) in November 2016. The X-A3, has been designed with the younger generation in mind and is perfectly suited to taking “self-portraits.” It joins the X series of mirrorless camera that offers outstanding image quality with the company’s proprietary color reproduction technology. To enable easy self-portraits, the X-A3 features an LCD screen that is not blocked by the camera when tilted by 180 degrees, thus helping to maintain 100% visibility. Other features such as Eye Detection AF are designed to improve self-portrait shooting even further, and the new Portrait Enhancer mode includes the option to brighten the skin-tone. The camera can shoot approx. 410 frames per charge, and, when fitted with the supplied lens “XC16-50mmF3.5-5.6 OIS II,” it can focus on a subject at a distance of approx. 7cm from the front edge of the lens for class leading macro capability in its class.
(1) Combining a newly-developed sensor and color-reproduction technology that has been refined over 80 years to deliver premium-quality portraiture
The X-A3 combines a newly-developed 24.2 megapixel APS-C sensor with the image processing engine to achieve FujiFilm’s excellent photo quality. Combined with the supplied FUJINON lens which boasts ultimate image resolution, to deliver outstanding image quality, recording your subject’s texture, form and even the atmosphere of the scene. The camera excels particularly in reproducing skin tones, making it the best choice for capturing people, which account for around 40% of all subjects in general photography*1. The Film Simulation function offers 11 modes, including newly-added “PRO Neg.Hi” and “PRO Neg.Std.”
*1 According to Fujifilm data (X-A2 user survey)
(2) 180-degree slide-and-tilt LCD with 100% visibility for facilitating “self-portraits”
Even when tilted by 180 degrees, the LCD is not blocked by the camera, allowing for 100% visibility. The grip is shaped to accommodate normal shooting and self-portraits. When taking a self portrait, you can focus and release the shutter by pressing the vertical command dial you can find directly below your
index finger, so as to minimize camera shake. Rotating the tilting LCD upward by 180 degrees activates the Eye Detection AF to automatically adjust the focus on the subject’s eyes. The Potrait Enhancer mode offers three-step adjustments with the new “skin-tone brightening” function so that you can enjoy self-portraits of premium quality, only possible with the X-Series of cameras.
(3) Use of the retro design, enhanced texture and touchscreen LCD
The X-A3 sports a retro design that appeals to the younger generation. The retro feel gives a “fresh” and “fashionable” impression. The top cover, front plate and top dials are made of aluminium. The newly-developed faux leather has significantly enhanced the overall texture. The camera is available in silver, brown or pink. The LCD on the rear uses a touchscreen to enable “Touch AF,” “Touch Zoom” and “Touch Zoom,” in which you use the pinch-out finger gesture to use a prime lens as if it is a zoom lens.
(1) Outstanding image quality, made possible by the newly-developed 24.2 megapixel image sensor, the image processing engine that achieves Fujifilm’s excellent photo quality, and the FUJINON lens that boasts ultimate image resolution
・ Fujifilm’s color reproduction technology, nurtured through the development of photographic film, reproduces accurate, warm skin tones, clear blue skies and lush green foliage in tones as you remember them in your mind.
・ The X-A3 offers a total of eleven Film Simulation modes. Enjoy Fujifilm’s original expressions of tonality, such as the true-to-life colors of PROVIA (standard), the vibrant tones and saturated colors of Velvia (vivid), the soft tones of ASTIA (soft) or the documentary-style tones of CLASSIC CHROME. Monochrome and Sepia modes are also available.
・ The APS-C sensor delivers beautifully smooth bokeh effects for portraiture and macro shots when using a shallow depth of field.
・ The normal sensitivity range covers ISO200 to ISO6400, while extended sensitivity settings of ISO12800 and even ISO25600 can be selected when you want to minimize camera shake. The X-A3 produces clear images with astonishingly low noise, even on low-light nightscapes and indoor shots where high ISOs are essential.
・ The Advanced Filters help you easily produce creative effects. A total of ten Advanced Filters are available, including the new “Fisheye” and “Cross Screen” as well as Toy Camera, Miniature, Dynamic Tone, Pop Color, Soft Focus, High Key, Low Key and Partial Color.
(2) Five mechanism for facilitating “self-portraits”
1. The rear LCD employs the slide-and-tilt mechanism so that it is not blocked by the camera body when tilted by 180 degrees to maintain 100% visibility. You can view the entire screen for precise composition.
2. The grip is shaped to accommodate normal shooting and self-portraits alike. The final shape, based on ergonomic design, was decided through prototype testing involving hundreds of young
3. When taking a self-portrait, you can focus and release the shutter by pressing the vertical command dial you can find directly below your index finger, so as to minimize camera shake. The Self Timer function newly offers Smile Detection, Buddy Timer and Group Timer modes. Even without having to press the command dial or release button, the shutter is released when subjects smile, when two people come close together, or when a specified number of people comes into the
4. Rotating the tilting LCD upward by 180 degrees activates the Eye Detection AF to automatically adjust
the focus on the subject’s eyes.
5. The Portrait Enhancer mode now offers three-step adjustments, using touchscreen operations. The
addition of the skin-tone brightening function takes your portrait photography to a new level.
(3) Retro design and sophisticated functionality
The X-A3 sports a retro design that appeals to the younger generation. The retro feel gives a “fresh” and “fashionable” impression.
The top cover, front plate and top dials are made of aluminum. The newly-developed faux leather has significantly enhanced the overall texture.
The use of two Command Dials means you only need a thumb to quickly adjust aperture, shutter speed and exposure settings. Frequently used functions such as white balance, continuous shooting and the self-timer can be assigned to standalone function buttons, eliminating the need to go through the Menu
screen each time you need to change settings.
The LCD on the rear uses a touchscreen to enable “Touch AF,” “Touch Shoot” and “Touch Zoom,” in which you use the pinch-out finger gesture to use a prime lens as if it is a zoom lens.
(4) Extended battery life of approx. 410 frames per charge
The energy-efficient design has extended the battery life to a class-leading level, allowing you to concentrate on shooting pictures without having to worry about remaining battery power.
Use the supplied USB cable to charge the camera from your AC adapter, computer.
(5) Class-leading minimum working distance (approx. 7cm from the front edge of the lens) and Super Intelligent Flash
When fitted with the standard lens”XC16-50mmF3.5-5.6 OIS II,” the X-A3 can approach a subject up to the class-leading distance of approx. 7cm from the front edge of the lens to enable macro photography.
The built-in pop-up flash supports the Super Intelligent Flash system that accurately controls light output according to individual scenes. When shooting indoor portraits in low-light, small items or food, the flash system reduces highlight clipping to produce images exactly as your eyes see them. Natural colors and brightness are also achieved when shooting backlit scenes or photographing a person under intense sunlight that casts strong shadows on the face.
(6) Full HD video recording
Press the dedicated Video Recording button on the rear to easily start recording full HD (1080/60p, 50p, 24p) video.
The Film Simulation function, popularly used for still images, can also be applied to video recording for a diverse range of creative effects, which can be combined with smooth bokeh, made possible with the APS-C sensor and fast lens.
Turning on the electronic image stabilization function delivers the five-axis image stabilization that combines optical and electronic stabilization, significantly reducing a variety of camera shakes that could occur during video recording. This function allows you to record high quality video with reduced camera shake while walking around with the camera in your hand.
(7) Enhanced Autofocus settings
The focus switching lever at the front lets you instantly switch between AF-S (single), AF-C (continuous)
and MF (manual focus).
・Choose any one of 49-point focus areas for AF in the Single Point mode. The X-A3 has been added
with the Zone and Wide / Tracking modes, which use the 77-point focus areas to capture the decisive
moment of a moving subject.
・Other new functions include “Release Priority / Focus Priority” and “AF+MF.”
(8) Versatile shooting functions including the electronic shutter with the maximum speed of 1/32000 sec
・When using the ultra-fast electronic shutter, even under clear skies or other bright conditions, you can use large aperture to achieve a shallow depth of field for smooth bokeh without over-exposing the image. You can capture a scene exactly as intended without having to use an ND filter.
・Due to popular demand, the X-A3 now features the Panorama and Time Lapse functions.
・Other new functions include the interlocking of Metering and AF areas, support for the Adobe RGB color space, and choice of different colors in Focus Peaking for assisting MF.
(9) Wireless communications functionality to enable remote shooting from smartphones and tablet devices*2
・ Download the free FUJIFILM Camera Remote app to your smartphone or tablet device and use the Wireless Communications function so that you can transfer photos and videos to your device with a simple one-touch operation without having to enter ID or password. It is also possible to view and select photos and videos in your camera on your smartphone and import them to your smart device. You can even attach location information, obtained by your smart device, to your images.
・ The Remote Shoot function lets you focus and trigger the camera release or even adjust exposure and other settings from your smartphone or tablet device. With Remote Shooting, the
app not only offers basic operations such as Touch AF and shutter speed adjustment, but also lets you adjust a variety of shooting settings or initiate video recording. It is useful for group photos, self-portraits or even wildlife photography so that you can compose your shot from a distance.
・ Images can also be sent directly from the camera to the Instax SHARE smartphone printer for instant printing.
・ The camera is Wi-Fi® enabled*3 to easily back up in-camera data to your computer*4.
*2 AndroidTM smartphones and tablet devices as well as iPhones and iPads
*3 Wi-Fi® is a registered trademark of Wi-Fi Alliance®.
*4 The free FUJIFILM PC AutoSave software must be installed on your computer in advance.
FUJIFILM Captures Perfect Selfies with New Retro-Inspired X-A3 Mirrorless Camera
KUALA LUMPUR, NOVEMBER 3, 2016 – The retro trend is alive and continues to gainmomentum with – Fujifilm’s new X-A3 – which combines timeless elegance and advanced
technology, and especially appealing to the young, selfie-loving generation of photographers.
The newest addition to Fujifilm’s best-selling line of iconic retro-style cameras, the X-A3 marries high style and sleek design with next generation selfie features. The entry-level mirrorless camera is the ultimate accessory for those who appreciate the supreme joy of capturing unique and creative self-portraits of outstanding quality.
As the name suggests, the X-A3 is a follow-up to the X-A2 and features a retro design which further enhances its appeal and gives a fresh impression of sophisticated photography. With
three color variations to choose from, you can select the right one that defines your style and personality.
The new X-A3 is more than simply a fun selfie camera. It combines a newly-developed 24-megapixel sensor with Fujifilm’s proprietary color reproduction technology for advanced portraiture, making it a perfect camera for the selfie fans.
For the first time, the X-A3 comes with a 3-inch LCD touchscreen that tilts 180 degrees. Furthermore, selfies can be taken using the command dial on the back of the camera, which
provides a firmer grip on the camera.
Selfie lovers will be pleased to note that the X-A3 also has new self-timer functions, including Smile Detection, Buddy Timer and Group Timer which can be used when the screen is tilted forward and the shutter is automatically triggered when the subject smiles, or when two or more people come into the frame.
It also has a built-in Wi-Fi capability to connect to the Instax SHARE printer for instant printing, transfer photos to your smartphone or tablet, or even enable remote-shooting.
Other features include the Eye Detection AF for accurate focusing on facial details and a Portrait Enhancer mode for optional skin tone brightening to craft well-composed and well-exposed self-portraits.
The Fujifilm X-A3 available in silver, brown, or pink from November at a retail price of RM 2,888 inclusive of a XC16-50mm lens.
To highlight the stylish and fashionable look on the new X-A3, Fujifilm also presented a stunning fashion show featuring design styles by Hatta Dolmat, an award-winning Malaysian fashion designer, known for his chic exquisite and spectacular designs.
Hatta Dolmat is a rising star in the local fashion industry and well-known for his couture outfits as well as his spectacular customized wedding dresses. He is recognized internationally and has won numerous awards, including the Design Award Ethnic Chic 2007 in Singapore.
“This collaboration marks the first for Fujifilm with a fashion icon and we are excited to share Hatta’s special collection, “FUJIFILM X HATTA” comprising an exclusive, limited edition Tshirt and camera neck strap,“ added Nakamura.
Fujifilm also announced the official opening of its Wonder Photo Shop in Sunway Pyramid in conjunction with the X-A3 launch.
The new Wonder Photo Shop is the first-of-its-kind concept store in Malaysia aimed to transform traditional picture-making by putting the customer at the heart of the experience while making photo creation fun and entertaining.
It offers direct printing concepts from smartphones with the Wonder Print Station which enables consumers to access photos straight away and turn their prints into personalized DIY pieces of art which can be used as gifts and keepsake of memorable occasions.
“We hope this will encourage young people to print photos from smartphones in a fun and creative environment to ensure they have a printed record of their photo memories down the
track,“ said Nakamura.
In conjunction with the launch of the Wonder Photo Shop, Fujifilm introduced its Christmas and New Year celebration promotion – The Harajuku Kit. It comprises a Mini 8 camera, a
mini album, single pack of film, gift cards and a mini acrylic photo frame.
To mark the occasion, Fujifilm also announced the signing of its new brand ambassador, national artistic gymnast Farah Ann, at the official launch of the X-A3 which was held in Sunway Pyramid.
Twenty two-year-old Farah Ann started her career in artistic gymnastics at the tender age of three. A member of the National Pelapis Team (MAG) at the age of 10, Farah Ann has represented Malaysia in Asian as well as global competitions.
“Farah Ann is a confident, passionate lady and an inspiration for the younger generation. We believe she will be a powerful addition to the brand to share her memorable moments in
artistic gymnastics. Similarly, we hope our products will help consumers capture and share the precious moments,” said Fujifilm Malaysia Managing Director, Mr Yoshitaka Nakamura
at the launch.
Source: FUJIFILM Malaysia