red dot design award

The red dot design award is one of the world's three leading design awards* hosted by the Design Zentrum Nordrhein Westfalen of Germany since 1955. For the red dot product design award, industrial products of broad categories submitted from all over the world are assessed according to criteria including the degree of innovation, functionality, formal quality, etc., and those recognized for outstanding design quality receive this award.

  • * red dot design award (Germany), iF design award (Germany) and IDEA Design Award (U.S.A.)



FUJIFILM X100T is a premium compact camera that is a dramatically-advanced successor of the X100 and X100S with enhanced high-class design and functions. The operating panel was improved in response to customer feedback. Together with the newly added operation buttons, it has an APS-C size X-Trans CMOS II sensor to improve image quality equivalent to a full size sensor and a dual view that shows the focus area in the EVF on the OVF, which is a new feature of our original hybrid viewfinder. These features provide an unprecedented joy of photographing.


The X-T1 Graphite Silver Edition is the premium model for the X-T1 series. It has inherited a design similar to the previous year's highly regarded X-T1 pentaprism single-lens reflex camera, the Real Time Viewfinder with almost-no-lag and 0.77X magnification, the APS-C sized X-Trans CMOS II sensor, and dust- and water-resistant construction with the ability to perform in temperatures as low as -10ºC. In addition, it comes equipped with features such as a graphite silver body with a multilayer coating that combines a feeling of depth and luxury, a new electronic shutter with a maximum speed of 1/32000 seconds, Classic Chrome mode in Film Simulation, and the electronic viewfinder with Natural Live View Function.


FUJIFILM X30, a successor of X20, is a premium compact camera having an EVF with a viewing angle of 25 and 2.36 million organic EL pixels, which are the best in its class. It enables checking imaging information in the viewfinder free of parallax, a limitation of the optical viewfinder. The magnesium die-cast top and bottom are highly rigid and aluminum dials have an excellent feel and touch. While maintaining the power switch linked to the zoom ring, a control ring, tilt LCD, and rubber grip are newly equipped to the camera to make the user enjoy taking photos by looking though the viewfinder.


Boasting a waterproof and dustproof rating of IP68, FinePix XP80 has a stylish but durable design featuring waterproofing to depth of 10 m, structural impact resistance of 1.75 m, -10 C cold resistance, and dustproof. It has an optical 5x zoom lens from a wide angle of 28 mm and an optical camera-shake correction function. Effective pixel number is 16.4 million pixels. In the action camera mode, powerful images can be obtained by combining with a super wide angle action camera lens (equivalent to 18 mm converted in terms of 35 mm format). Wi-Fi is built-in to enable smooth communication with a smartphone.

INSTANT CAMERA [instax wide 300]

The instax wide 300 is an instant camera using Fujifilm's original wide size film (instax WIDE). The 62×92 mm large format is widely used for general use, e.g., group pictures and business use (criminal identification by police/insurance company's records). Its functions enable the user to firmly hold the camera, e.g., a grip that can be firmly held by the right hand, tilt shutter releases that can be pushed naturally with the index finger, and a shape that assists “both hands holding style.” Camera-like design was adopted out of a box form. It has two tones of black and silver, and can be used by a broad range of users for long durations.


The instax SHARE SP-1 printer allows easy printing of images taken by a smartphone or digital camera on an instant film via wireless LAN. For application in a smartphone, various templates can be used such as “Real-time Template” in which the time, place, weather, and temperature of photographing can be printed, “Limited Template” in which serial numbers can be printed, and “SNS Template” in which the images uploaded to SNS can be printed along with the number of “Like It.” The printer has an upright shape designed so that it can be placed in the middle of a user group to share photos. It can display hardware status by LED indication.


FDR D-EVO II is a cassette-type digital X-ray image diagnostic device that can be used both in wireless and wired. The original image receiver and noise reduction circuit offer high quality images at low dose. Designed in the IEC Standard size, the device can be installed in existing facilities at minimum cost. The lightweight body with the thin curved rear corners reduces the user's physical stress. With the waterproof structure washable with water, antibacterial coating, variation of image size and quality depending on use, and peripherals for convenience, it satisfies diverse needs in radiology and other clinical facilities.

CINEMA LENS [Cine lens ZK12×25]

The ZK 12×25 is a long zoom cinema lens that can cover a wide angle to a long distance view while maintaining 4K image quality. It can effectively change and adjust the lens with the long zoom, which has been an issue of fixed focal lens, short zoom lenses. The position and operation of various lenses have not been changed so that a camera operator and a focus puller can comfortably use this product. A larger and easy-to-read font is also used for indicating operation on the display screen by assuming shooting under low illumination environments. Together with a luminous coating material, ease of reading at the shooting site was pursued.


Instant Camera [instax mini 90]

The instax mini 90 is an instant camera that uses Fujifilm's credit card sized film (instax mini film). For a greater variety of instant photography enjoyment, it has new features like double exposure, bulb, party and kids modes as well as parallax adjustment to correct framing in macro shooting. A slimmer, more compact body and lower running cost have been achieved through the use of a rechargeable battery. With the Neo Classic design perfect for a top-class camera, the instax mini 90 will be used long and often by a wide range of users.

Digital Camera [FUJIFILM X-M1]

FUJIFILM X-M1 is a compact and lightweight digital interchangeable lens camera with a classic-look design. On the body, high-grade synthetic leather is used to enhance durability and grip stability. Precision-milled dials and operation buttons are placed on the right side of the camera for quick and easy one-handed operation. The X-M1 has an APS-C size X-Trans CMOS sensor offering high image quality, a high-definition LCD monitor that tilts at various angles, and a Wi-Fi function for sending images to a smartphone or PC. Experience the joy of photography using this compact, high-resolution camera in a diverse range of scenes.

Digital Camera [FUJIFILM X-T1]

X-T1 with Pentaprism SLR style is a new family of FUJIFILM X, which features the classic looks of camera.
Looking through the largest live-view finder with 0.77x magnification (the highest in the world), we can shoot like using optical view finder.
Thanks to APS-C size X Trans II Sensor with, start-up time of 0.5 sec, the shutter-time lag of 0.05 sec and shooting interval of 0.5 sec are realized. The Dust and water-resistant body with approximately 80 points of weather sealing , realizing freeze resistance to -10°C.
To operate the camera quickly and accurately, the 5 dials on the top plate, the grip and tilting-LCD are designed, keeping a compact and lightweight body.


Digital Camera [FUJIFILM X-Pro1]

FUJIFILM X-Pro1 has a traditional design and excellent operability as a “tool for photography.” It has a die-cast magnesium lightweight but robust body, and provides exceptionally high image quality by the combination of the newly developed APS-C size sensor without the optical low pass filter and bright interchangeable lenses. The hybrid multi-viewfinder, together with the aperture ring-equipped lenses and dials made from materials carefully selected for their satisfying feel, give you the “joy of photography and pleasure of ownership.”

Digital Camera [FUJIFILM X-E1]

FUJIFILM X-E1 inherits the excellent operability, together with classic and traditional camera-like design of the FUJIFILM X-Pro1. The compact body is made of robust and lightweight die-cast magnesium. The combination of the APS-C size optical low pass filter-free sensor and bright interchangeable lenses provide superb high image quality. X-E1 also has the 2.3 million pixel high-definition EVF, as well as aperture ring-equipped lenses and dials made from materials carefully selected for their satisfying feel. These features give you the “joy of photography and pleasure of ownership.”

Instant Camera [Instax mini 8]

Instax mini 8 is an instant camera that uses Fujifilm's card sized film (instax mini film). As the number of AA batteries required is reduced from four to two, the body is now smaller and slimmer than previous models. With the button to pop the lens out and turn the power on, the real image finder for more precise framing and brightness adjustment dial around the lens for intuitive operation, the camera offers enhanced operability. Instax mini 8 is available in five different colors suitable for parties and other fun occasions where an instant camera is often used.


Digital Camera [FinePix REAL 3D W3]

The world's first 3D digital camera (Dec. 2010, FUJIFILM research) can take HD 3D movies and superb still images. On the 3.5” LCD, you can enjoy playing natural 3Ds without special glasses. You can also view your 3Ds on 3D TV connected by a HDMI cable, or 3D PC. With two lenses and two CCDs, It is also possible to take two shots of a same subject under different conditions. The compact curved body is easy to grip even with one hand. The premium black alumite surface with hairline finish creates a high grade metallic exterior. On the robust sliding barrier, the blue “3D” logo illuminating at power-on gives a futuristic look.

Digital Camera [FinePix F550EXR]

FinePix F550EXR is the world smallest digital camera with 15x optical zoom, 24mm super-wide angle lens (Dec. 2010, FUJIFILM research). This flagship model delivers high quality, sensitive images with the newly developed image processor and back-side illuminated CMOS sensor. The 27 scene recognition captures versatile scenes superbly. The seamless form of black lens barrel and distinctive GPS sensor unit looks classy; the tilted mode dial, rotary command dial and non-slip grip make operations smoother. The various functions and the built-in GPS which tags locations make this camera apt to both daily fun and records of precious trips and events.


Digital Camera [FUJIFILM FinePix Z33WP]

The FinePix Z33WP is the world smallest ** 3m waterproof digital camera. This camera, with its excellent protection against dust and water (compliant with IP68 ***), is perfect for all outdoor scenes like sandy beaches, and even in rain. This camera is ideally suited to use in the active outdoor situations. The FinePix Z33WP is available in five lively colors - green, pink, blue, yellow and black.


Digital Camera [FUJIFILM FinePix Z5fd]

The FinePix Z5fd has versatile features to support comfortable shooting such as, the 2.5 inch LCD monitor giving clear and bright preview with about 230k pixels of high resolution, and the integrated face recognition technology optimizing focus and exposure by identifying faces in an instant. With these features incorporated in its high-grade, stylish, flat body, the FinePix Z5fd comes in exquisite colors - raspberry red, silver and mocha brown.


  • * red dot design award (Germany), iF design award (Germany) and IDEA Design Award (U.S.A.)
  • ** World's smallest waterproof digital camera with 3x optical zoom and 10 million + effective pixels as of January 2009, Fujifilm research.
  • *** IPXX=IP code international standard