Canon kicked off its IXUS 10 celebrations last night with a star-studded party at the Atlantis Gallery in London's Brick Lane. The event saw the unveiling of a diamond IXUS worth more than €40,000 as well as three new additions to one of the most iconic camera ranges of all time.
Two key figures behind the IXUS success story – camera designers Yasushi Shiotani and Seiichi Omino – joined international fashion icons, celebrities and more than 600 media representatives to mark the tenth anniversary of the first IXUS. Shiotani's 'Box and Circle' design for the original APS-based IXUS camera in 1996 spawned hundreds of imitations and remains the signature motif of the range. Omino reinterpreted the concept for the digital age with his striking design for the Digital IXUS in 2000.
The €40,000 Super Diamond IXUS is covered with 380 diamonds. Nine 'his and hers' diamond IXUS cameras have also been produced with an estimated value of €3,500 each.
Canon debuted the three newest additions to the IXUS range with a catwalk show on the night: the titanium-bodied Digital IXUS 900 Ti, Digital IXUS 850 IS, and Digital IXUS i7 zoom.
"The challenge facing any iconic brand is to remain faithful to its original values while staying fresh and innovative," said Mogens Jensen, Head of Canon Consumer Imaging Europe. "That IXUS has kept its number one position throughout the last 10 years is testament to both the strength of the original IXUS concept and Canon's commitment to innovation."
Source : gemscollection
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