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The Durst Sebring Revolution
Wednesday 13. July 2016 - Durst and Steven Sebring have established a joint venture in New York City to revolutionize media production with a new camera system for multi-channel content
Durst, the industrial inkjet specialist and the American photographer, Steven Sebring, have established a joint venture called Durst Sebring Revolution, LLC (“DSR”) to be based in New York City. The new company will develop high-end camera systems to create four-dimensional visual content. Objects will be photographed from different angles with multiple imaging sensors that are tuned precisely to one another. Proprietary camera control software also detects movements and processes. Sebring defines this technique as the “volumetric capture of light moving in time”. The process is similar to the “bullet time” effect known from the Matrix films, with the difference that no expensive and complex CGI computer simulation is needed. The Sebring patented technology merges the parallel or time-shifted created individual images in the RAW format providing the great advantage that each frame is available in high resolution and can be used as multi-channel content in the form of images, 3D, video and virtual reality. Sebring, one of the luminaries in fashion photography is booked regularly for campaigns of the top designers like Calvin Klein, Donna Karan, Ralph Lauren and Tom Ford. Marcel Duchamps philosophy of multidimensionality and also Picassos cubism inspired his idea for the Durst Sebring Revolution camera system. Examples of how the system revolutionizes content can be seen on www.DurstSebringRevolution.com. Skateboard idol Rodney Mullen, photographed performing 30 new tricks, is the latest subject of the Durst Sebring Revolution camera system. A video preview of the Rodney Mullen shoot is trending number one on social media channels. After the passage of 60 years, the Sebring joint venture represents Dursts return to its corporate roots of developing camera systems, which will first be displayed to the public at the Photokina imaging show in September 2016 in Cologne, Germany.
“The Durst Sebring Revolution camera system is a disruptive technology, not only in terms of photography but in the way that content is created and distributed today,” says Christoph Gamper, CEO of Durst Phototechnik AG. “It offers a maximum of creativity, coupled with an efficient process as its offers visual content in the highest quality within a few minutes for various applications and platforms. This will enable entirely new concepts and experiences especially in the retail sector.”