Fujifilm GFX100RF: Inside the Design and Assembly of a 100-Megapixel Medium Format Camera

Masazumi Imai, the product strategy head, and Takeo Hyodo, the chief designer, offered insights into the Fujifilm GFX100RF, a medium format camera boasting 100 megapixels and an integrated Fujinon wide-angle lens. The design team aimed for a compact structure that could accommodate the large sensor while utilizing fully machined metal components and intricate dial designs. After experimenting with various chassis shapes, they opted for a taller profile inspired by the GA645 analog medium format camera. Imai emphasized that their design approach seeks to uncover new value through innovative dial designs and ergonomic control placement. Hyodo remarked that a designer’s skill lies in harmonizing materials and size limitations with digital advancements. At the Fujifilm X-Factory in Sendai, Japan, hundreds of workers meticulously assemble the camera, hand-soldering wires and applying leatherette panels. The PetaPixel team observed the entire production process, even trying their hand at applying leatherette. Field tests in Sendai, Matsushima, Tokyo, and Nikko showcased the camera’s prowess in landscape and street photography, featuring panoramic ratios and the Acros film simulation. The GFX100RF had previously been utilized in Prague, with Fujifilm facilitating access for the feature.