That mirrorless wasn’t a huge success in US and Europe as in Asia is known. And two articles at The New York Times (Click here) and USA Today (Click here) analyzed the situation. I cite three parts of their articles:

1) Nikon manager Okamato said “In Europe and the U.S. the ratio of mirrorless to SLRs hasn’t grown at all, unlike in Asia, where it’s quite popular with women because it’s light. We had higher expectations for other regions. But people who like cameras tend to just go for SLRs, even though they’re very heavy.”

2) Olympus Corp said on Thursday that its sales of its signature mirrorless model, the PEN, had fallen 12 percent in the first quarter, below its expectations.

3) Panasonic manager Darrin Pepple said “In the U.S. at least, [DSLRs are] still what they know and what they understand. We’re continuing to innovate in the way of lenses, size, form factors, trying to find the magic bullet.” Panasonic has found that DSLR-style feature sets are more attractive to Americans, and simpler mirrorless models failed to find an audience.

Mirrorless growth now stucks in US and Europe. I personally have the feeling that it’s only a matter of time until mirrorless will grow again. But I have to admit, this is just a feeling not based on real facts.

We all Laughed at Hasselblad when they launched the Lunar camera (a luxurious NEX-7 clone). But it seems like Olympus will follow Hasselblad path. They just announced a £16,000 E-P5 Art Edition that will be sold exclusively by Harrods in London.

This is the official Olympus Press Release:

Olympus PEN Art Edition – exclusive to Harrods

A uniquely collectable collaboration between Olympus, urban artist Suzko & fashion photographer Jay McLaughlin

London, August 8: Exclusive, luxurious, one-of-a-kind, the perfect premium ‘accessory’ for both photographers and petrol heads, the Olympus Art Edition aims to combine the heritage and unique features of the Olympus PEN compact camera system with the prestige and individuality of owning an original artwork.

By twinning a stunning high-end camera with an effortlessly cool custom painted white Vespa, this project sumptuously succeeds in being a true ‘one off’. It’s a uniquely collectable first collaboration between urban artist Susie ‘Suzko’ Lowe and fashion photographer Jay McLaughlin.  It’s also the first ever – and therefore highly prized – Olympus Art Edition available exclusively through Harrods Technology.

The Art Edition has its origins in presenting the power and portability of the PEN system in a new way. The scooter is in effect a revved up case on wheels – the ultimate paparazzo companion while the camera kit includes two powerful new PEN E-P5 bodies and all the premium fast prime lenses in the Olympus micro system.

To give the kit a unique twist, no two will be the same. Each will be a one off lovingly painted on and illustrated by hand by urban artist Lowe in a design flowing through the scooter, helmet and camera. 

The fact that Suzko is an urban artist goes hand in hand with street art and street photography, a favourite style of McLaughlin and also a genre of photography for which the Olympus PEN range is ideally suited. Jay has documented the whole customisation process of the first Art Edition Kit for a limited edition perfect bound catalogue available on request in store. (download a pdf here  https://www.hightail.com/download/bWJxb2VBT003N0FpR01UQw )

Another perk of the Art Edition is that is qualifies the owner for a photographic training session with Jay who will explain the finer points of the system and give some photographic technique advice.

Via the Olympus Art Edition the E-P5 has become the ultimate portable camera kit complete with personal tuition and the ultimate ‘case’ – a custom painted Vespa scooter for the street photographer who likes to travel light.

Available for £16,000 from Thursday August 8th – exclusively at Harrods Technology