Who's Smartflex?
Smartflex was founded by two passionate large-format photography enthusiasts, HuaTong Zhang (known as “Brother Tong” in the Chinese large-format photography community) and his partner. Their operations are based in Shenzhen, China, and Tokyo, Japan.
They recently launched a Kickstarter campaign to introduce an exciting new film camera to the photography community. Inspired by the classic Graflex models, the Smartflex camera is a lightweight and user-friendly single-lens reflex (SLR) system. Built with modern materials, it offers the versatility to shoot both 4x5” and Instax Wide film. Supporters of the campaign can choose from several pledge options, including the camera body, a lens, an Instax back, or a complete set containing all these items.
Here are the prices in USD:
Camera body: $2000
Lens: $1400
Camera body+ Lens: $2900
Camera body+Lens+Instax back: $3200
As of today (Jan 2nd, 2025), their campaign is backed by 73 backers raising roughly $210,000 while their goal is only $30,000.
Why Is the Smartflex Camera Significant?
This project is the culmination of years of innovation by Brother Tong. He combined his expertise in camera design and manufacturing to address the challenges of large-format systems.
The journey began on February 14, 2024, with a prototype developed to replace outdated Graflex models. The team overcame hurdles like lens compatibility, light leaks, and structural issues through meticulous testing and iterations. Key innovations include a lightweight, durable 3D-printed and carbon fiber body, a segmented mirror system for better lens compatibility, and a premium high-brightness focusing screen. These features enable precise focusing, even allowing smartphone-based DOF photography.
Smartflex paired with the custom-designed Smartnon 178mm F2.5 lens offers unmatched imaging quality, smooth bokeh, and sharp in-focus details. The camera supports Fujifilm Instax Wide, providing a cost-effective way to experience large-format photography.
The system incorporates modern conveniences like a Bluetooth shutter and compatibility with ultra-large aperture lenses. With service centers planned in multiple countries and a two-year warranty, Smartflex ensures reliability and accessibility. Designed for both professionals and newcomers, it’s a landmark development in making large-format photography more user-friendly and affordable.
Our Interation with Smartflex
Located in Nanshan, Shenzhen, Smartflex welcomed us from Reflx Lab to visit their factory, and we were fortunate to get an inside look at their operations.
Originally specializing in digital photo booths (which they still manufacture), Smartflex offers photo booths that go far beyond the passport photo machines found in metro stations and airports. These beautifully designed booths, reminiscent of Rolleiflex cameras, include advanced features such as adjustable lighting and multiple filter options. They cater to photography enthusiasts who could easily spend hours exploring their capabilities.
During our visit, we got hands-on experience with the pre-production Smartflex camera. Constructed partially from carbon fiber, the entire kit weighs about 3kg—comparable to a Pentax 67 setup. The focusing screen is impressively bright and user-friendly, akin to manual focusing on medium format cameras. Its lightweight build and quick focusing system make large-format portrait photography significantly more accessible and efficient. Unlike traditional large-format cameras, which can seem intimidating to beginners, the Smartflex feels approachable and intuitive.
Due to time constraints, we tested the camera exclusively with the Instax Wide back. Switching between 4x5” film and Instax Wide is straightforward: a slight adjustment to the focusing screen is all that’s required after changing the back. Compatibility with Instax film provides instant prints to share with friends during events, while also serving as a convenient way to test studio lighting before transitioning to 4x5 film.
Over the past few months, some large-format photographers in China have received pre-production units. The feedback has been overwhelmingly positive. However, Smartflex faces challenges as they scale up production. Meeting global demand—producing hundreds of cameras rather than a handful of prototypes—will require rigorous quality control. Additionally, establishing an international distribution network will be critical for addressing after-sales support. Despite these challenges, we have great confidence in Brother Tong and his team and wish them every success with the Smartflex launch.
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