The global NIKKOR branding site has added two new videos featuring a short film, “The Setting Up” by popular conceptual artist Leandro Erlich, and a video interview with NIKKOR lens designers.
“THE SETTING UP” by Leandro Erlich
Leandro Erlich is a conceptual artist born in Buenos Aires. His humorous and witty works upset common perceptions and ideas about reality. Many of Erlich’s works have been exhibited around the world. Swimming Pool, one of Erlich’s most well-known and critically acclaimed pieces, is a permanent installation at the 21st Century Museum of Contemporary Art, Kanazawa.
Erlich first made the transition to short films with a video showing the assembly of his “Toilette” installation, which was presented in 2005. The film shows how a viewer perceives the phenomenon that occurs between the subject, a mirror, and space. The Setting Up has been added to the Motion Gallery section of Nikkor.com.
Video version of the designer interview, “Volume 1: What do designers think, and how do they create lenses?”
The video version of the designer interview, “Volume 1: What do designers think, and how do they create lenses?”, has also been added to the Philosophy of NIKKOR section of the global branding site. The video features designers of NIKKOR lenses discussing about lens design in a variety of angles, from the appeal of interchangeable lenses to the lenses that they themselves would choose. The passion of designers who continue to strive to produce the ultimate lens is expressed, as are the high level of quality and sense of innovation that NIKKOR lenses offer. A second interview, in which designers explain the philosophy behind the design of NIKKOR lenses and their appeal, will soon be added.