SIGMA has been questioning the genuine value of a digital camera and how can we break down manufacturer’s ideas of camera-centric hierarchies and categories. Deconstruction is our answer after rethinking what is essential to the users. We believe a camera should be more than a tool for fulfilling rational needs of photography making, but enriching life as your inspiration. Therefore, “how can SIGMA be the one to make this happen?” As the answer to this question, SIGMA set itself to develop a user-oriented digital camera that reflected the idea of “how a camera can be” in a more flexible and true-to-life manner. A camera that keeps the heart of photography. As a result, the SIGMA fp is the new form of camera that lets creativity get in. Because SIGMA believes keeping the essence is the key to genuinely realize the idea of giving freedom back to you.

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