The archive · Product Ideas · Product decision · 2025–2026
FUJIFILM GFX100RF: a nine-format dial makes cropping part of the shot — Red Dot BoB 2026
Fujifilm's 102MP fixed-lens compact puts a nine-position aspect-ratio dial on the body, moving cropping from the edit suite into the act of shooting.
FUJIFILM Corporation
What it had to solve
Fujifilm wanted a compact, high-resolution camera for its GFX medium-format line that revived the deliberate, tactile feel of analogue photography. In digital cameras, format is normally settled in post-production, after the shot is taken.
How it works
Fujifilm's GFX100RF, launched in 2025, is a 102-megapixel camera with a fixed 35mm lens — the first fixed-lens model in its GFX medium-format line. Its design puts the moment of framing centre stage: a dedicated control dial on the body lets the photographer choose from nine aspect ratios, from classic 5:4, 3:2 and 1:1 to wide 17:6 and 65:24 formats drawn from Fujifilm's TX-1/TX-2 heritage.
Because every ratio is captured on the full 102-megapixel sensor, no pixels are wasted — the format decision is made before the shutter, not during editing. Chief designer Rui Miura said the dial 'brings out the fundamental joy of photography — the decision of how to frame the world.' The rangefinder-style body, analogue controls and precision-machined aluminium structure complete the analogue-tool feel.
In the 2026 Red Dot Award: Product Design, the camera received the top honour, Best of the Best — one of 27 Red Dot awards for Fujifilm that year. The jury called the approach 'extreme standard', radical reduction pursued with maximum refinement, and noted that 'complexity has been not reduced but reimagined.' The GFX100RF also won a 2026 iF Design Award and a Bronze at IDEA 2026.
Why it lands
- The nine-format dial relocates a standard post-production step — cropping — into the moment of shooting, creating a distinctly new way to use a camera.
- A fixed 35mm lens and 102MP sensor make every ratio lossless, so the format choice is a real creative decision rather than a compromise.
- Rangefinder styling, analogue dials and machined aluminium carry the idea into the tactile experience, so the product feels like an instrument, not a gadget.
- The one-line idea is legible to anyone: juries and reviewers described the camera in exactly the sentence Fujifilm used.
What it did
Won the Red Dot Best of the Best 2026, the top tier of Fujifilm's 27 Red Dot awards that year; the jury called the result 'extreme standard' and said complexity was 'reimagined'. It also took a 2026 iF Design Award and an IDEA 2026 Bronze.
What you can take
Relocate a decision users postpone — cropping in post — to the start: restructuring an existing step can feel like a new genre, and a fixed lens sharpens the idea rather than limiting it.
Since then
After launch the GFX100RF swept the design-award circuit: a 2026 iF Design Award, an IDEA 2026 Bronze, and the Red Dot Best of the Best 2026. Fujifilm framed it as the start of a fixed-lens GFX line, and the aspect-ratio dial became the talking point in reviews — a camera that makes photographers slow down and choose their frame before pressing the shutter.
Sources
- Red Dot Design Award: FUJIFILM GFX100RF
- "FUJIFILM GFX100RF" wins the "Best of the Best Award" of Red Dot Design awards
- FUJIFILM Corporation Interview with Rui Miura
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