Perhaps one of the more interesting developments in camera technology this past year was the introduction of Lytro Camera, which took some very interesting photographs. Using a technology called light field, the Lytro camera takes a picture but instead of focusing in on just one item, the camera takes in everything in its view and later, with software, allows the user to focus and refocus on any aspect within the field of view. Combined with it’s unique design, shape and size, the Lytro camera definitely became a must of with photo aficionados.
If you’ve been having a hard time getting a hold of a Lytro or simply want to hold one and try it out, good news, the company has announced today that they are expanding the camera availability within the U.S. and Internationally. If you live here in the States, you’ll be able to pick up a Lytro at participating retailers like Best Buy, Target and Amazon.com, at least with the first two, you’ll be able to experience some hands on time. As for overseas, the Lytro camera will be available in Australia, Canada, Hong Kong and Singapore.
The official press release is below, we’ll try to get our hands on one to review and let you know what we think.
Lytro Expands With US and International Retail Distribution
The Lytro camera to be available at CityTarget stores, Target.com, BestBuy.com, and Amazon.com as well as in Australia, Canada, Hong Kong and Singapore
MOUNTAIN VIEW, Calif.–(BUSINESS WIRE)–Lytro Inc., creator of the world’s first consumer light field camera, has announced that it will expand distribution to both US and international customers. In October, the Lytro light field camera will be available through United States retailers Target.com, BestBuy.com, Amazon.com and at the new CityTarget stores in Chicago, downtown Los Angeles, San Francisco, Seattle and Westwood, Calif. The Lytro camera will also be available through international retail partners in Australia, Canada, Hong Kong and Singapore. The camera was previously available only on Lytro.com.
This expansion marks continued momentum for Lytro, which has seen increasing demand for light field technology in the US and around the world. The Lytro camera captures all the light traveling in every direction in a scene. The camera gives creative photographers unique capabilities like refocusing a picture after it’s taken and creating living pictures that amaze friends and family when shared online. Lytro has also recently announced availability for Windows OS, added accessories and is now generally available for customers.
“Since introducing the Lytro camera just six months ago, nearly 400,000 light field pictures have been shared on Lytro.com. We are excited to take this picture revolution one step further by making Lytro available to more photographers in the US and around the world,” said Charles Chi, CEO of Lytro.
Through expanded distribution in the US and international partnerships with Blonde Robot, Qool Labs and Future Shop, Lytro is taking the first step toward creating a world of living pictures.
Co-founder of Blonde Robot, Dan Miall, said, “Australians are asking for the Lytro camera and we’re excited to bring it to them through this partnership. There has been a lot of excitement to be a part of this next phase in photography and start producing light field pictures in Australia.”
The Lytro camera will be available for retail:
Online at Target.com, BestBuy.com, and Amazon.com, starting October 9;
Online at Future Shop in Canada, starting October 9;
In-store through retail in Australia, starting October 10;
In-store through retail in Hong Kong and Singapore, starting mid-October;
In-store at CityTarget, starting November.
Lytro is transforming the camera into a powerful computational photography platform, forever changing the way everyone takes and experiences pictures. The first Lytro light field camera offers photographic capabilities never before possible, such as focusing a picture after it’s taken, and creates interactive living pictures that can be endlessly refocused and enjoyed by friends and family online. Founder and Executive Chairman Ren Ng, whose Ph.D. research on light field photography won Stanford University’s prize for best thesis in computer science in 2006 as well as the internationally recognized ACM Dissertation award, founded the company in 2006.