Olympus Tag

One of the splendid perks of being a weblog writer is that you get the chance to try out new photographic equipment in your own time. It is altogether a different experience from that of reading Internet advertising or just hefting the gear in the retail shop. As a writer, however, you have to have something to say when you start typing - and the only way you can say it with authority is if you are going to do something with the gear that you know how to do.This last weekend I got to test-drive the new Olympus OM-D E-M1 MkII camera with a variety of lenses - and the Olympus company were kind enough to match the optics to the tasks I normally do. It gave me a chance to exercise the camera in the studio and out covering a long distance subject. Every equipment test is, inevitably, a comparison with other systems  - so it is as well to subject the test gear to the same experiences as the normal rig.As the Olympus representative pointed out, however,...

We are not going to suggest that the clients of Camera Electronic should come in to buy stuff in a sozzled condition - far from it. It has been done, mind, but it was not a pretty sight to see. And it is hard enough getting the sales staff down off the top of the cabinets with a hockey stick at the best of times.But there is something to be said for the concept of the cocktail hour consultation. Pull up a shaker and I'll explain.Cocktails are made from a mixture of things - liquors, essences, fruits, mixers, etc. They can be very complex or very simple - provided the ingredients are good, they nearly always succeed. Okay, the pickled herring martini was a general failure but we still sold some in Holland...

I plan to make it a habit to call in at our Murray Street Store - corner of Queen Street - at least once each week. I've learned not to warn the staff exactly when in case they turn off the lights and hide behind the sofa - my relatives do this a lot.This week's visit revealed lots of new things; an old industrial turntable in the laneway out the back, the new coffee machine works a treat, and there is now some colour in the store. The new cabinets are  in and are attracting some pretty bright entries:a. Leica. Well, Leica is pretty much chrome and black, as you might expect from their history. They do shoot off into bright binoculars occasionally but these are the exception.But you can always count on Leica for red. The design team that evolved the store displays all over the world were brilliant in translating the red Leica dot that we had become used to seeing into a brand reminder. They adopted that same shade of red and repeated it in the cabinet...

Those of you who followed the news from Photokina in 2016 - sent back in part by the management team of Camera Electronic and in part by the press departments of major manufacturers - will have been attracted to the new cameras and lenses shown. Lots of you will have zeroed in on new offerings and are starting to make vague plans to get something fresh...