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Monday, September 10, 2012

Hasselblad Presents the 2012 Hasselblad Masters at photokina

Photokina, the largest photo trade show in the world, is the perfect opportunity to view the work of the 2012 Hasselblad Masters with the publication “Hasselblad Masters Book Vol. 3 Evoke.” And, for the first time, photokina will exhibit on the “Boulevard of Competitions”, an installation of photographs from leading international photography competitions at photokina. This year, as photokina commemorates its 62nd birthday, Hasselblad celebrates this year's Masters award winners with the unveiling of the Hasselblad Masters Book Vol. 3 - a portfolio collection of the work the award winners created during their tenure as Hasselblad Masters interpreting the theme "Evoke." As part of the award, the group of 11 photographers were provided with H4D cameras and lenses to complete their project.

To find out more about the Masters winners 2012, please visit:

Paul Waterworth, Global Photographer Relations Manager, has been working with these talented photographers since the awards were announced in January of this year. "I knew that this year's Masters would produce incredible photographs for their 'Evoke' project, but the quality, creativity and technical expertise of these images far surpassed my expectations," says Waterworth. He adds that, "The anticipation and excitement about sharing the 2012 Masters' work with the world has been building all year and I'm very proud to be a part of such a special project and grateful to the Masters Program sponsors SanDisk, Epson and broncolor for their support."

All 11 winners will be attending photokina and will receive their awards at the Hasselblad booth in a private ceremony after closing hours but look forward to meeting and speaking with other photographers and attendees during the show, so be sure to stop by Hall 2.1, Booth A-021/B-020 to say hello and to view the latest Masters Book.

Also, "Hasselblad Presents" will offer 30 minute seminars with some of the world's best Hasselblad photographers, including past and current Masters. These presentations will be held twice daily, at 10:30 a.m. and 3:30 p.m. from Tuesday through Friday. Pre-registration and more details are available at:

In other exciting news, for the first time, photokina is staging the "Boulevard of Competitions", located at Nordboulevard, where images from the leading international photography competitions for professionals will be installed for viewing by attendees. All companies sponsoring competitions of this nature and exhibiting at photokina have been invited to participate and, of course, a selection of work by the 2012 Hasselblad Masters will be a part of this exciting new venue, which replaces the Visual Gallery of past trade fairs.

"The Boulevard of Competitions will ensure that the exhibitions, some of which were displayed in the Visual Gallery, will attract even more attention on the part of visitors. And the modern architectural style of the northern section of the Boulevard will provide the perfect ambience for the images. This enables us to bring these examples of outstanding photography directly to the trade fair visitors," says Markus Oster, Vice President Communication and Media at Koelnmesse GmbH.

We look forward to seeing you at photokina and hope you visit the Hasselblad booth, attend one or more sessions of "Hasselblad Presents" and view the amazing images on display on the "Boulevard of Competitions".

© Hasselblad Masters Vol. 3 Evoke.
Publishing date: September 2012 by teNeues,
€ 79.90 $ 95 £ 65 -
Cover image by Ken Hermann.

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