Leica is the most luxurious and iconic photography brand in the world. Often seen as a piece of photographic jewellerly, Leica also boasts the most advanced photography technology in the world and is all assembled by hand in Germany.

Its iconic status puts the Leica camera along side the most glamorous and celebrated premium brands in the world.

The Leica M11 is a very premium camera and not meant for every photographer. This was the launch of the latest M11, the most modern version of the iconic Leica M, a legendary camera deeply connected with the history of craft and photography itself. The number of M11 destined to the Brazilian market is limited, so the event was created to foster the admiration of local photographers for the brand Leica as well as a pre-ordering event where all M11 cameras available were sold out.

To introduce thew new Leica M11 to the Brazilian market and start pre orders of the new camera, we created an exhibition that showcased the power of the new Leica M11 60MP sensor. Using one single photo, we cropped the image into 32 individual unretouched images.

The exhibition was held at the Wickbold gallery and was also made into give away prints and a book.

During the event, all 40 M11 available for pre-order were sold.

For a week, we held at Wickbold Gallery a photo exhibition called the One Exhibition, showcasing the work produced by British photographer Dan Baker using the new Leica M11.

Th exhibition showcased the power of the new Leica M11 60MP sensor. Using one single photo, we cropped the image into 32 individual unretouched images.

An exhibition book was created and gifted to those who purchased the new Leica M11.

Prints of the photos were distributed to visitors of the exhibition.

In total 860 people attended the event in 7 days and all cameras available for pre-order were sold on the opening night.

This event was meant to start a conversation with professional photographers and Leica enthusiast in an environment that is holy to them: the photo art gallery.

And the experience of the One Exhibition made photographers learn about the new capabilities of one of the most iconic cameras in the history of photography, as well as to appreciate a product demo of what its new technology can deliver to those who work as photographers and need the utmost capable cameras.

This is a Brand Experience and live activation that was conceived with the sole purpose to allow professional photografers and Leica enthusiasts to experience the craft of the new Leica M11.

The brand experience was created with the professional photographer and with the Leica collector in mind where each detail was made to impress and present the craft only Leica can bring to the true lover of photography. During this event, pre orders of the new Leica M11 were taken and all units were sold.

In total 860 people attended the event in 7 days and all 40 cameras available for pre-order were sold on the opening night.