Renowned conceptual artist’s short film, “The Setting Up”, now available on

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Renowned conceptual artist’s short film, “The Setting Up”, now available on
The global NIKKOR branding site has added two new videos featuring a short film, “The Setting Up” by Leandro Erlich, and a video interview with NIKKOR lens designers

10th April 2015, SINGAPORE – ( is now updated with two new videos, “The Setting Up”, a video by a popular conceptual artist, and the video version of the interview with NIKKOR lens designers, “Volume 1: What do designers think, and how do they create lenses?”, as announced by Nikon Singapore Pte Ltd today.

A short film by Leandro Erlich, “The Setting Up” is now available on the branding site’s NIKKOR Motion Gallery, where new and innovative video imaging with NIKKOR lenses is regularly introduced. In NIKKOR Motion Gallery, top artists in a variety of genres come together to expand the world of video imaging with a completely new genre made possible only with the combination of NIKKOR lenses and Nikon cameras.

“THE SETTING UP” by Leandro Erlich1
Leandro Erlich is a conceptual artist born in Buenos Aires. His humorous and witty works upset common perceptions and ideas about reality. Many of Erlich’s works have been exhibited around the world. He first made the transition to short films with a video showing the assembly of his “Toilette” installation, which was presented in 2005. The film shows how a viewer perceives the phenomenon that occurs between the subject, a mirror, and space.

Produced by visual design studio, WOW.
*1 “Swimming Pool”, one of Erlich’s most well-known and critically acclaimed pieces, is a permanent installation at the 21st Century Museum of Contemporary Art, Kanazawa

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About WOW: WOW is a visual design studio with bases in Tokyo, Sendai, and London. They are involved with a wide variety of design work that is not bound by existing media or categories. They continue to pursue new imaging possibilities in order to achieve the social function of visual design while maximizing the unique characteristics and sense of individual creators.

Video version of the designer interview, “Volume 1: What do designers think, and how do they create lenses?”

The video version of the designer interview, “Volume 1: What do designers think, and how do they create lenses?”, has also been added to the Philosophy of NIKKOR section of the global branding site. The video features designers of NIKKOR lenses discussing about lens design in a variety of angles, from the appeal of interchangeable lenses to the lenses that they themselves would choose. The passion of designers who continue to strive to produce the ultimate lens is expressed, as are the high level of quality and sense of innovation that NIKKOR lenses offer. A second interview, in which designers explain the philosophy behind the design of NIKKOR lenses and their appeal, will soon be added.

About ( is a part of the global NIKKOR branding project for which full-scale operation started in 2013 when Nikon celebrated the 80th anniversary of NIKKOR lenses. This global branding site spreads the appeal of NIKKOR lenses for interchangeable-lens cameras around the world. With the constant addition of new contents in a variety of angles, the website continues to provide users of NIKKOR lenses with information to experience the enjoyment, and expand the possibilities available with photos and videos.

About the NIKKOR brand
NIKKOR is Nikon’s brand of photographic lenses. The NIKKOR name arose from adding “r”, a common practice in the naming of photographic lenses at the time the name was established, to “Nikko”, the Romanized abbreviation for Nippon Kogaku K.K., the original name used when the company was established.

Nikon’s line-up of lenses for cameras with interchangeable lenses currently consists of more than 90 types of lenses, including ultra-wide-angle to super-telephoto lenses, fisheye lenses, zoom lenses, micro lenses, and PC-E lenses that support a wide variety of applications, as well as 1 NIKKOR lenses for advanced camera with interchangeable lenses.

In October 2014, Nikon announced its milestone achievement of 90 million in total production of NIKKOR lenses for Nikon interchangeable lens cameras. The achievement is also accompanied by the equally momentous 50 million total production mark for NIKKOR lenses equipped with the Silent Wave Motor (SWM) technology.

About Nikon
Nikon. At the Heart of the Image. Nikon is the world leader in digital imaging, precision optics and photo imaging technology and is globally recognised for setting new standards in product design and performance for its award-winning consumer and professional photographic equipment. Nikon Singapore Pte Ltd distributes consumer and professional digital SLR cameras, NIKKOR optics, Speedlights and system accessories; Nikon COOLPIX compact digital cameras; Nikon sports optics as well as the Nikon 1 advanced cameras with interchangeable lens system in over 50 countries.


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