Mobile

MWC: Huawei P10 ‘puts studio in your pocket’

February 27th, 2017
At Mobile World Congress in Barcelona yesterday, Huawei launched its new flagship smartphones, the P10 and P10+, with the promise to “make every shot a cover shot”.
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Huawei launched two new flagship smartphones during the Mobile World Congress in Barcelona yesterday. The Huawei Consumer Business Group announced the P10 and P10+, co-engineered with Leica, promising to “bring professional studio-like effects to enhance your portrait photography”, and claiming these to be the most advanced photography smartphones available.

For the first time in a smartphone, Huawei P10 and P10+ feature a Leica front camera, to complement their Leica Dual rear camera. By utilising the world’s most advanced photographic technology to create modern artistic portraits in Leica’s signature image style, Huawei says “the P10 and P10+ put all the tools of an artistic studio in your pocket”. With features including studio-like re-lighting and 3D facial detection technology, it says, users are able to produce beautiful photography results in any environment.

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Huawei provided the following information:

The new front camera allows anyone to capture perfect portrait photography in Leica image style whilst the rear camera captures facial features with incredible detail, bringing your photos vividly to life. Whichever way your lens is pointed you will be able to make every shot a cover shot, and professional lighting effects make your subject stand out, whatever the conditions. Huawei’s Hybrid Zoom, is an additional feature that allows users to focus in on specific areas of an image while still keeping the sharpness of image quality.

Further, through a special partnership with Pantone Color Institute, the world’s pre-eminent thought leader on colour, the devices are introduced in the latest on-trend colours, optimised for the phone’s Hyper Diamond-Cut finish.

As well as redefining portrait photography through the latest photographic technologies, the P10 and P10+ set a new standard in colour and design. Co-created with Pantone Color Institute, the devices launch in two specially selected Pantone colours: Pantone Greenery*, the official Pantone Colour of the Year 2017, and a captivating deep blue shade which Huawei is offering as Dazzling Blue. By combining Huawei’s advanced industry design expertise and leading metal craftsmanship with the trusted colour thought leadership and direction of Pantone Color Institute, the P10 and P10+ embody the personalities of the contemporary consumer.

The result of hours of careful craftsmanship and cross-collaboration between Huawei and Pantone Color Institute, both colourways have been specially optimised for the surface and texture of the P10 and P10+ to deliver smartphones that are as beautiful to look at as they are to use. Greenery delivers a clean and stylish sandblast finish, whilst the unique Hyper Diamond-Cut in Dazzling Blue is brought to life through a stunning glow effect. To complement these unique colourways, the P10 and P10+ are also available in a selection of striking colours including Ceramic White, Dazzling Gold, Prestige Gold, Graphite Black, Rose Gold and Mystic Silver.

As part of the Huawei P series, the P10 and P10+ feature an ultra slim, minimalistic form with rounded curves. The high-quality design extends to its high-performance functions which include super-fast charging, thanks to Huawei’s proprietary SuperCharge technology, an operating system that will always stay just as fast as they day you purchased it and superior connectivity that ensures wherever you are you’ll stay connected.

Richard Yu, CEO of the Huawei Consumer Business Group, said: “With Huawei P10 and P10+ we have created a smartphone that revolutionises and redefines portrait photography. Thanks to the evolution of our partnership with Leica Camera users now have an incredible Leica front camera on their Huawei device in addition to the rear. To match this innovation inside, Huawei’s partnership with Pantone Color Institute ensures that the devices are equally as beautiful on the outside. The Huawei P10 and P10+ are smartphones that are as fashionable as they are functional.”

Laurie Pressman, VP of Pantone Color Institute added: “With consumers increasingly comfortable using colour as a form of expression, we are seeing more experimentation and creative uses of colour. Colour is truly a medium through which individuals can express themselves to the world around them. Huawei recognises this evolving consumer dynamic and through our partnership we’re looking forward to providing Huawei customers with the ability to make a bold colour statement.”

Huawei has harnessed its relationship with Saatchi Gallery and Leica Camera to redefine portrait photography. Seven renowned photographers recommended by these iconic institutions have created a collection of stunning, artistic works using the Huawei P10 smartphone. Focusing attention on the evolution of portraiture, the photographers have created their own interpretation of portrait photography, using the handset.

Oliver Kaltner, CEO Leica Camera said: “Our partnership with Huawei allows us to demonstrate to millions of customers that amazing and professional imagery can be achieved on a smartphone and that our expertise in lenses and optics can help them achieve fantastic portraits. Huawei P10 and P10+ give users all the tools of an artistic portrait studio in their pocket, allowing them to achieve stunning results every time they take a shot.”

These artists’ work debuted for the first time at a special pop-up exhibition in Barcelona, from 26 February – 28 February 2017. And selected works will be included in the ‘From Selfie to Self-Expression’ exhibition at Saatchi Gallery London from 30 March.

Huawei has also partnered with Chinese designer Ricostru to develop a new aesthetic for a new collection of P10 and P10+ accessories. The collection features the mini smartphone bag; the perfect partner for the new devices. Small but stylish, the bag fuses retro and oriental elements throughout weaving textures and a sculpted architectural aesthetic. To ensure that your new Huawei smartphone never runs out of power in the most fashionable way possible, Ricostru also introduces a unique, fashionable bracelet that can quickly transform from a chic braided band, into a mobile phone charging cable.

Huawei P10 key Portraiture Features:

  • 3D Facial Detection An all-new intelligent facial detection system features over 190 detailed identification nodes for accurate recognition for perfect selfies.
  • Leica Dual-Camera 2.0: The Leica Dual-Camera 2.0 on the P10 features a 12MP RGB + 20MP monochrome sensor that captures detailed facial features. The 2.0 Pro Edition carries SUMMILUX-H Leica lenses, with a larger F/1.8 aperture to capture more light in low-light situations
  • Hybrid Zoom: An additional new feature that allows users to focus in on specific areas of an image while still keeping the sharpness of image quality
  • Embedded ISP: The Kirin 960 with embedded ISP enables real-time viewing of depth-of-field changes and facial features.
  • Studio-like Portrait Enhancements: The artistic imaging algorithm in the Huawei P10 and P10+ is based on the extensive research of various different face shapes and skin colors. By understanding the relative position of each facial feature and the uniqueness of skin type, the portrait enhancements can be applied in a customized and more natural way.
  • Dynamic Illumination: Huawei P10 and P10+ include an auto-sensing algorithm that tracks environment lighting changes and automatically adjusts the shooting configuration, including the AWB, shutter speed and more
  • Front Camera Sensor: All-new front camera sensor that captures more light to improve picture quality in low-light conditions.

The Huawei P10 and P10+ are available in Europe and China from March, 2017, followed shortly after by Asia, Latin America, South Africa and Russia in April, 2017. Priced at: P10 €649, P10+ (64GB + 4GB) €699, P10+ (128GB + 6GB) €799.

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