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Ilse Jurriën : February 5th 2008 - 01:05 CET
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LeicaLeica Camera website : Leica Camera AG will be going online with a new avant-garde website. Four characters – Helen, Alexander, Hugo and Ben – will guide the user through the virtual world. From the M8 rangefinder camera via the compact camera C-Lux 2 to the Ultravid binoculars, they communicate with their cameras and binoculars and tell 1,5 love stories, conveying the Leica experience in a way that highlights how Leica owners who are not experts may find them useful and relevant in their lives. The relaunch is an expression of the company’s new strategic direction. Besides the 1,5 love stories, the website continues to offer information on Leica Camera AG and Leica products in both German and English language.
Leica Website

Relaunch of the Leica website
The relaunch is a joint production of the Leica Internet team and international partners. The Wiesbaden Internet agency Scholz & Volkmer is responsible for concept and production, the Dutch photographer Carli Hermès for the photoshooting in Barcelona and Rob Chiu (The Ronin) from England, one of the world’s leading motion designers, for the website animation.

Leica Camera website - To reach new markets & consumers
"Our new website addresses Leica owners on a new level. Taking photographs with a Leica is a unique experience, and a moment of intensity with our subject matter. That’s the message we want to put across," explains Steven K. Lee, CEO of Leica Camera AG. "Many people already know, value and use Leica products. The aim of the new website is to reach new markets and customers, to introduce them the special qualities of the Leica brand."

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