The pentaprism shell of the new Pentax K-3 III flagship APS-C DSLR camera

Ricoh published another product story of the new Pentax K-3 Mark III flagship APS-C DSLR camera and this time they are discussing the pentaprism shell:

The PENTAX K-3 Mark III’s pentaprism shell — the most prominent design element in PENTAX SLR cameras — is styled to be similar to the glass pentaprism which is housed inside. This design concept was previously incorporated in the PENTAX K-1, but the shell for the PENTAX K-3 Mark III is not the same design as that of the PENTAX K-1, and has its own originality. Since the PENTAX K-3 Mark III features a compact, sturdy body and improved image tracking performance for active field use, the shell has been styled to hint at energy and liveliness. One of the most noticeable design elements is the shell’s side ridgelines, which slope upwards toward the back of the camera — a design element which further suggests action and movement.

With the PENTAX K-3 Mark III, we decided to simplify the pentaprism shell’s internal configuration to minimize the protrusion. This meant that we could then move the PENTAX logo closer to the lens mount. This design change not only created a condensed, tightly packaged product image, but also gave the PENTAX K-3 Mark III a rugged, classical camera appearance.

Magnesium alloy is a light, rigid metallic material that is highly resistant to deformation. It lets us design a high-strength, high-rigidity body while keeping the product mass to a minimum. That’s why we chose this material for the PENTAX K-3 Mark III’s top, bottom, front and back panels, as we created the compact, sturdy, high-grade body of this new flagship model. I hope that our users will appreciate how the use of a metallic material provides both a sense of security by protecting the high-precision inner mechanisms, and an impression of quality characteristic of metal. (source)

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