Perry Oosting, who started his life as a gold and silversmith, is now the CEO of famed Swedish camera manufacturer, Hasselblad. It is hard to overstate the significance of Hasselblad in the world of imaging. Most famously, the iconic camera was used during the Apollo program missions when humans first landed on the Moon. I myself learned studio photography and black and white printing, while using a Hasselblad 500CM. The first time I looked down through the viewfinder with this cult camera held at hip level, was like catching a glimpse of a strange, beautifully inverted version of reality. I met Perry a number of years ago, when he was the CEO of luxury phone manufacturer, Vertu – and given his twenty year background with brands like Prada, Bulgari and Gucci, I was interested why he has decided to ban the word luxury at Hasselblad and what the future of the company might hold, given their recent strategic investment by Chinese drone manufacturer, DJI.