AORTA

WAITING ROOM


Swedish photo duo AORTA, comprised of Marco Grizelj and Kristian Krän, wanted to create a set of images that said something about the complexity of shaping an identity in the contemporary world and the paradox of choice – how an infinite amount of options creates a perpetual feeling of being stuck in a waiting room. To illustrate this, the duo collaborated with Swedish fashion designer Helena Lundström and her sustainable clothing line, showing different phases of the subject trying to cut, measure and sow their way through the journey of figuring out who they are.

ABSENCE

BREAK

CHOOSE

CUT

DEVELOP

GOLDEN HUES

Building the whole set in their Gothenburg studio, AORTA shot the series on their H5D-50c. Using hard light, as is typical in their work, they tried to emulate a late summer afternoon with the sun shining through the open blinds of a window. Creating strong shadows from blinds on the wall, this added depth to the scene. Crisp, golden hues play well with the warm light utilized in the shots, allowing for all sorts of brown colour palettes and rich blues to pop in the imagery.

FOCUS

SUSTAINABLE FASHION WITH HELENA LUNDSTRÖM

Swedish fashion designer Helena Lundström, who’s created one of a kind outfits for names like Lana del Rey and Anna von Hausswolff, has a sustainably conscious approach to her clothing. Sourcing secondhand materials to turn curtains into elegant trousers, for example, AORTA admired her work, leading to a collaboration that let her clothing creations shine in a new context.

MEASURE

ORDER

POUR

REFLECT

REORDER

The resolution of the H5D hits a sweet spot for us – high enough for almost every need yet file size is still manageable. But more important for us than resolution is colour accuracy and colour depth and this is where Hasselblad and medium format really shine.

SPREAD

ABOUT AORTA

Marco Grizelj and Kristian Krän met while studying photography at Gothenburg University where Hasselblad was the main medium format camera that the duo had access to. Sharing the same creative vision, the two teamed up to create AORTA. Shooting mostly advertising and fashion outside of their personal projects, they also share a passion for music and have been part of the electronic underground music scene for over 20 years as DJs. Check out more of AORTA’s work here.

Tom Oldham

Silent Street Portraits with the XCD 45P

Hasselblad H System photographer Tom Oldham was one of the first in the world to put the new XCD 45P lens, the world’s lightest digital medium format autofocus lens on the market today, to the test in the low winter light of London. Its compact design and nearly silent shutter coupled with the X1D II made for an ideal combination for shooting street portraits, minimizing the feeling of a camera between the photographer and subject.

Read more

Daniel Rueda & Anna Devís

Pink A Boo: A Visual Game of Hide-and-Seek Inside La Muralla Roja

For three full days, Daniel Rueda and Anna Devís explored the pastel pink and blue walls of La Muralla Roja. Within this magical structure, the duo staged a visual game of hide-and-seek, photographing only during sunrise or sunset in order to catch the same soft lighting for every image.

Read more

Unimatic Watches

Capturing the Details of Timepieces Unseen by the Naked Eye

Italy-based Unimatic Watches have regularly shot their product images with the Hasselblad H3D-39 since their inception in 2015. Testing out the H6D-100c and HC Macro 120mm to capture their newest line-up of timepieces, we spoke to co-founder Simone Nunziato, who tells us all about the outstanding capabilities of using the H6D-100c to carry out the extremely difficult task of photographing watches and all their minuscule details.

Read more

Ruairidh Mcglynn

The Cruel Beauty of Winter in the Scottish Highlands

Ruairidh McGlynn has always been drawn to otherworldly landscapes – and for him, the harsher the environment, the better. Seeking out the winter storms of the Scottish Highlands, he ventured into rain, sleet and snow in weather as cold as -15°C (5°F) with the X1D and XCD 45. Here, Ruairidh was intrigued to capture the cruel beauty of the area’s intense conditions, seeing the Highlands from a fresh, snowy perspective.

Read more

Terry O'Neill

Capturing The Beatles, Bowie, and More Iconic Faces of the Sixties

As the celebrity photographer of the 1960s and 70s, Terry O'Neill photographed them all, from Audrey Hepburn to Brigitte Bardot to Frank Sinatra – and that's just the tip of the iceberg. Capturing these figures with his Hasselblad 500CM, his images have stood the test of time as iconic snapshots of some of history's biggest pop culture icons.

Read more

Chris Gunn

Documenting NASA’s Work on Planet Earth

Blending science and tech with an abstract touch, NASA contract photographer Chris Gunn has been the lead photographer on documenting the construction of the James Webb Space Telescope since 2009.

Read more

Douglas Kirkland

My Evening with Marilyn and the Day Victor Hasselblad Stopped Me in the Street

Douglas Kirkland shot some of the most sensual and unforgettable images of Marilyn Monroe ever taken with his Hasselblad 500C. It’s the stuff that legends are made of, but even before that, Douglas had a chance encounter with Victor Hasselblad himself.

Read more

Tobias Hägg

Above Stockholm

Capturing the cityscape of the Swedish capital during golden hour, Tobias Hägg's imagery takes us on a journey from above, between Swedish homes and golden-topped trees neatly woven together in combination with wide expanses of the city stretching all the way to the horizon.

Read more