Japanese tech firm Ricoh has unveiled the world’s first mass-produced digital camera that can capture 360-degree views in one shot at the IFA consumer electronics show in Berlin.
The Theta handheld camera has two 180-degree wide-angle lenses, fitted on opposite sides of the device. The resulting two images come together to form a full 360-degree image, which places the user at the centre.
“The Ricoh Theta enables people to capture, explore and share their creativity and new visions of life,” Wataru Ohtani, associate director of Ricoh’s New Business Development Center, said in a statement.
An accompanying mobile app houses the image display and editing software. It also allows for remote shutter release. The resulting images can be shared via Twitter, Facebook and other social networks. Priced at $399, the Theta is due to go on sale around the world in October.
Camera makers are responding to rising consumer demand for devices that capture experiences in highly personalised ways. Cameras such as the Autographer – a small, wearable device that records thousands of previously “unseen” moments each day – are proving popular among consumers who embrace the act of self-documenting.
IFA runs from September 6-11 2013 in Berlin. Look out for more in-depth coverage of the event coming soon.