Case Study: LEICA

Leitz Phone 2

Background

Founded by Ernst Leitz in 1913 in Wetzlar, Germany, Leica Cameras are renowned for their precision optics and indestructible, elegant design. In the 1920s, engineer Oskar Barnack developed the first successful 35mm still camera prototype, leading to the introduction of the Leica I in 1925—the world's first commercially successful 35mm camera.

Leica cameras are prized by cinema and photography enthusiasts for their timeless design and quality. Works of art in themselves, they retain their value both as luxury items, and as precision engineering tools.

Today, most photography takes place on mobile phones. Leica’s ambition was to enter this market with a device that retains the look and feel of their full-format cameras. The result was the Leitz Phone.

Leitz Phone 1

Design

A sleek but sturdy handset, manufactured by Sharp Japan, reflects Leica’s Bauhaus heritage with clever features and familiar finishes. The android release displayed a special edition UX with Leica fonts and graphics.

The camera app UI presented a particular challenge. A traditional camera requires the user to make physical selections, such as film ISO and shutter speed. While a digital camera might abstract these in software, the controls are often a combination of buttons, wheels, and a display. In creating the camera app, the challenge was to build an interface that reflects Leica simplicity, without the benefit of mechanical input and while making room for non-negotiable android system icons.

Leitz Look Soft Lenses: Summilux 28, Noctilux 50, Summilux 35

Optics

The greatest challenge in replicating the Leica experience in a smart phone was the optics. Leica lenses are known for their distinctive character. Various models are sought by professionals for their flattering tones, dreamy spectra, or rich depth. While a smartphone might boast many lenses, none of them will be large enough to create these looks. Rather than mimic them with a filter, we partnered with Glass Imaging to simulate the physics of select Leica lenses, using a neural engine trained on their optical signatures. The output of the neural network faithfully recreates the lens effects, pixel by pixel.