Hasselblad’s ‘shoot’ concept has already proved to be hugely popular in many parts of the world, and the first event of its kind in London, held over two days at the start of October, continued the trend, attracting good numbers of photographers of all levels, from students and keen hobbyists through to seasoned professionals.
Held in the atmospheric surroundings of the Old Truman Brewery, close to the Hasselblad Studio and right in the heart of London’s creative district, the show was buzzing from the off, with visitors queuing in the drizzle well before opening time on the first day. There were over 500 people through the doors on both days with some 27% being repeat visitors on the second day, emphasising just how much there was to see and how popular the full programme of seminars turned out to be.
Attendance was all way above expectations, and proves the market that exists for a formula that is heavily focused on hands-on opportunities and the chance to learn direct from top professionals and experts in the industry. Partners of the calibre of Epson, Eizo, Adobe, Linhof, Wacom, Association of Photographers (AOP) and Metro Imaging were all in attendance and offering advice and a chance to touch and try products, while the broncolor and Photo Professional Magazine stands provided visitors with invaluable hands-on shooting opportunities with top models from Leni’s Model Management, styled by BeExposed. Broncolor’s Urs Recher even took the opportunity to venture out onto the streets with his lighting gear to set up an impromptu fashion shoot, and overall it was a great opportunity to see kit in action.
Meanwhile the seminar programme was hugely popular and saw everything from live demonstrations from photographer and trainer Karl Taylor through to talks from experts such as wedding photographer David Stanbury and marketing expert Julia Boggio. The final seminar of the event was delivered by Vogue’s Picture Editor Mike Trow and, just like all of those that had preceded it, it was packed out.
“We were delighted with the attendance and with the whole atmosphere and feel of the event,” says Mark Witney, Hasselblad’s Marketing and Communications Supervisor and the man who did so much to pull the whole event together. “We wanted shootLDN to have an informal feel and for there to be no suggestion of a ‘hard sell’ from anyone, and that’s exactly what we got. Everyone who attended had a stress-free opportunity to find out more about the products they were interested in, to network with suppliers and other photographers and to shoot with a Hasselblad on a set lit by broncolor lighting. They could also benefit from some really high quality seminars, and everything was free of charge.
“We couldn’t have wanted more from our first shootLDN event and the feedback we’ve received from those who were part of it all this year, both partners and visitors, has been phenomenal.”