Award Number : 09E03019 Award-winning item : DIGITAL CAMERA[Panasonic LUMIX DMC-GF1C] Company : Panasonic Corporation Producer： DSC Business Unit, Network Business Group, AVC Networks Company, Panasonic Corporation Director： AVCN Mobile Group, AVC Network Design Department, Design Company, Panasonic Corporation Designer： Makoto Nakamura, AVCN Mobile Group, AVC Network Design Department, Design Company, Panasonic Corporation

This is the world's smallest digital single-lens reflex (SLR) camera with exchangeable lenses, compatible with the AVCHD Lite Micro Four-Thirds standard. It uses a newly developed F1.7, 20 mm short-focal-length lens (40 mm when converted to the 35-mm standard). In addition to pursuit of the universal value and essence of a camera (descriptive functions, operability, and reliability), this design also seeks ease of use that makes it possible to take photos intuitively, such as a live viewing feature and a high-resolution three-inch (3:2) LCD screen, and furthermore it realizes a compact and flat solid form in its body through means including a retractable flash and leaving out an EVF viewfinder. Consideration has been given to expandability through means including exchange of lenses and use of accessories such as an EVF viewfinder and microphone available separately. In addition, it has a broad appeal to users from photo buffs to beginners, with features including manual operation and automatic iA and video buttons.

The goal was to create a digital camera that users would love and would not grow bored with even after using for a long time, to enable both male and female users who want to use the camera as a hobby to enjoy taking high-resolution images with a compact, lightweight camera. Based on this idea, the designers sought to achieve the world's smallest high-resolution digital SLR camera with exchangeable lenses. Aiming at women consumers, who in particular have tended to avoid traditional SLRs, as well, the design takes on the challenge of creasing a new market through efforts to ensure easy-to-use as well as pursuit of the universal value and essence of a camera.

The Micro Four-Thirds standard has led to the birth of the world's smallest SLR with exchangeable lenses, something that would not have been possible before. In response to the needs of the times, its compact size, which means it can easily be placed in a woman's bag and carried around with her, can be said to contribute to conditions making it possible to create a wide range of social culture, such as use of photos on blogs. Its small body incorporates a high level of functions and operability, such as its pop-up flash, and it appears capable of enabling the photographer to express him or herself freely in a way not possible with a compact camera.