Two decades after its launch, we have adapted the ALPA 12 SWA to the current requirements. The Jubilee version was sold out within a short time last year, and now the camera is available from stock with some improvements.
In 1996, under the new company management, ALPA launched the 12 SWA as the first camera. Over the following years, it gained an outstanding reputation among professional photographers and ambitious amateurs. The latest edition of this classic stays true to the original edition, optically and technically, but offers new possibilities.
The improved ALPA 12 SWA:
As the shape has been left almost unchanged, for example, the latest ALPA 12 SWA, can still be used perfectly with roll film cassettes. New is the improved compatibility with current accessories:
• In contrast to older models, we have narrowed the floor plate. It is now also compatible with 17mm tilt-shift adapters.
• The included ALPA dove tail tripod mount complies with the UniQ/C standard.
ALPA dove tail tripod mount:
• The use of FPS-SB17 lenses is possible.
• An additional 3/8-inch thread at the top of the camera further enhances the combination possibilities, also with a view to the future: ALPA's many new solutions are based on this connector.
• As an example, use the Universal Rail Adapter, which can be mounted via the 3/8-inch connector. This makes it easy to connect monitors to the camera.
ALPA Universal Rail:
ALPA Cameras Are a Save Investment
The revised 12 SWA is thus prepared for current and future developments. At the same time, we have retained its strengths. For example, the camera can still be personalized by hand grips in different materials and finishes.
As with all products, we always strive to improve the ALPA 12 SWA in the future. Thanks to the modular design, the owners of an ALPA have the opportunity to upgrade their camera to the latest state, instead of having to replace it at the same time.
If you have any questions about the ALPA 12 SWA or our other products, please contact ALPA of Switzerland or the responsible dealer in your country. We look forward to your inquiry.
ALPA 12 SWA
ALPA Universal Rail
The ALPA 12 PLUS offers four individually calibrated spirit levels for optimal camera alignment. What if the camera is in a suboptimal position? What to do if the spirit level is difficult or impossible to see?
ALPA has solved this with the first pentaprism since the end of production of the historic 35mm ALPA. A reminiscence of the SLR cameras and at the same time a simple and elegant solution to the problem. The pentaprism is securely mounted in a high-end AM (additive manufacturing) housing and can be installed quickly and easily on the ALPA 12 PLUS.
The oversized pentaprism allows a comfortable and laterally correct view of the reflected spirit level. A simple mirror solution could not offer this. Besides, the photographer can easily read the projected image of the spirit level even with some offset to the optical axis.
ALPA delivers the new Pentaprisms in the sequence of orders.
Product page: ALPA Pentaprism for ALPA 12 PLUS
photo basel, Switzerland’s first and only art fair dedicated to the display and promotion of photography.
photo basel, 12 – 17 June 2018
VIP Opening 11th of June 2018
Volkshaus Basel, Switzerland
From its inaugural edition in 2015, photo basel has cemented its profile as the most prominent photography fair in the German-speaking region. The fair seeks to provide a platform for the fostering of dialogue between members of the photographic and broader art world communities by attracting international media, visual art experts and collectors at a key moment and location in the annual art world calendar.
Curated by Daniel Blochwitz, an expert in photography, the fair runs from 12 - 17 June 2018 coinciding with the modern and contemporary art fair, Art Basel. The fair brings together 35 exhibitors from both emerging and established galleries across 13 countries including France, Italy, Belgium, Colombia and Japan. Newcomers to the fair include Ibasho Gallery (Belgium), Only Photography (Germany), Carlos Carvalho Arte Contemporânea (Portugal), °Clair (Germany) and Aperture (USA). Returning to Basel this year are Fabian & Claude Walter Galerie (Switzerland), Galerie Esther Woerdehoff (France), Flatland Gallery (The Netherlands), Bildhalle (Switzerland), Galerija Fotografija (Slovenia) and Galerie Springer (Germany).
Besides the main section, photo basel is pleased to announce a new sector entitled Master Cabinet: Pivotal Moments devoted to selected classic masterpieces of the 20th century. Participating galleries present a programme of significant photography in a collaboration with curator Daniel Blochwitz and photo basel's director Sven Eisenhut.
ALPA Award at Photo Basel
In cooperation with a private collector from Zürich, ALPA and Photo Basel are introducing a new purchase award for the best artist at photo basel, the ALPA AWARD 2018. This will be the first year the ALPA AWARD is presented to an outstanding photographer, but it is intended as a reoccuring feature of photo basel. From now on, every year a small jury will select an artist from all the artistic positions on display at the booths of the exhibiting galleries. The ALPA AWARD winner will be announced during the week of photo basel and one work purchased from the gallery representing the artist by the private collector. In addition, ALPA® will award a cash prize or ALPA® camera system to the winning photographer.
List of Galleries 2018
Have you always dreamed of advancing to the top league of macro photography? With the introduction of the affordable Fujifilm GFX 50R this is now possible. A universal, compact camera with 50MP sensor in 33x44 format and both fully electronic and mechanical focal plane shutter on a high-performance stacking solution from ALPA with high-end macro lens for large sensor. This is now becoming a reality with the connection ring for Fuji G cameras: The investment in a modular and universal system where the camera can always be updated cost-effectively with the latest system in the future.
The adapter allows easy and safe mounting of a Fujifilm GFX body to an ALPA bellows unit or stacking solution. The V-Groove version also allows a comfortable adjustment of the alignment/rotation of the camera body.
ALPA Adapter Ring Fuji G
Alpa Macro Switar 5.6/105 mm float
ALPA Castel Micro Focus Stacking
When we designed the ALPA 12 PLUS, the comparison with the Swiss cross quickly came up and thus the connection to the home country of the ALPA and the national flag with a white cross on a red background. Since a red camera was always associated with too much attention and imponderables during production - who wants red reflexes in the pictures - we decided to use two different color stitching adapters instead. And so there are two colour variants of the product: classic black and a new dash of red. And since we are introducing the adapters in the week of the Chinese New Year, this fits perfectly too.
The Stitching Adapter for the ALPA 12 PLUS is an accessory adapter that allows rise and fall movements The adapter has a built-in, universal, square dovetail adapter to UniQ/C standard for ALPA tripod heads and third-party products. The millimetre laser engraving 20/20 mm allows easy and convenient reading of the high and low adjustment, even behind the camera. The integrated mounting screw (1/4") is designed to be "loss-proof". It is available in black or red - you have the choice.
ALPA Stitching Adapter PLUS in red
ALPA Stitching Adapter PLUS in black
The area around Zurich's Escher-Wyss-Platz has undergone a further transformation into a mixed quarter with the move into the commercial building next to Theaterhaus Schiffbau. Directly next to the last remaining machine plant in the former industrial centre of the city, a commercial building was built according to the plans of architects Jens Bohm and Vittorio Magnago Lampugnani, which also stands out from the other newer buildings in the immediate vicinity due to its design.
"A building of this quality would be more likely to be expected in a more distinguished district of Zurich than in District 5," says Seraina Wirz. She manages the studio for architectural photography in Zurich and has documented the building with her ALPA on behalf of the clients. Your place of residence is not far from the object. "That's why the assignment was particularly exciting for me."
The staircase connects the rooms and allows views into the the courtyard and the neighbourhood. © Seraina Wirz
The rooms are characterised by transparency and a view of the quarter with its different buildings. © Seraina Wirz
View of the Hardbrücke bridge and the traffic passing through the city on and below it. © Seraina Wirz
View from the attic to the Prime Tower. © Seraina Wirz
Elements of industrial buildings form contrasts to newer buildings. © Seraina Wirz
View from the offices into the courtyard of the building. © Seraina Wirz
View between office building and shipbuilding in direction of Hardbrücke. © Seraina Wirz
One of the most important aspects of her work for Seraina Wirz is the cooperation with the architects. Much depended on the first joint inspection of the building, during which the possible settings were examined and the characteristics of the building explained. "Architectural photography is always more about architecture than photography," says Seraina Wirz. "In my opinion, this is a central quality feature and if you look closely at good photographs, you can clearly see the difference."
The pictures for the documentation of the commercial building at Schiffbaustrasse 2 were taken with the ALPA 12 MAX in combination with ALPA / Rodenstock lenses with focal lengths of 40 mm and 32 mm. The ALPA 12 MAX is the successor of the ALPA 12 XY and was developed for architectural photography. One of the characteristics that Seraina Wirz regularly uses is the stitching of panoramic images. In this way, for example, the photograph of the staircase in the office building was taken. "The composite image gives an impression of the openness and dimension of the building, which is difficult to show on a single photograph," she says.
Quarters from different worlds
Transparency is a central feature. Those who work or stay here can gain insights into the inner courtyard and to the outside. The closer environment of the office building is determined by a very different neighbourhood. On the east side it borders on the shipbuilding industry with its rooms for theatre professionals, concert visitors and gastronomy. Together, the two buildings nestle against a mighty plane tree and form the outline of a new public square. Towards the west, the huge MAN Turbo hall is the last remaining plant of the machine industry adjoining the office building. At the front side, traffic passes the Hardbrücke bridge and the tram tracks below it. Nearby are older buildings with restaurants, nightclubs, offices and shops, but also modern residential buildings and other commercial buildings such as the Prime Tower. They are different worlds that collide and the development of the quarter is not complete.
For Seraina Wirz, the question arises as to which of the new buildings integrate into the cityscape and which foreign bodies remain. She sees the office building as an enrichment, because it offers services for the residents such as kindergarten or restaurant and is distinguished by its well thought-out design. "For me, good architecture always depends on the details. Sockets, light switches or handrails can round off or devalue a project. In this respect, the building convinces, among other things, through the use of selected materials. "In addition, the generous interior design, openness and transparency also stand out. The best embodiment of this is the staircase, a central and open space where the rooms converge and which at the same time offers a view across the building and the outside world".
A template for further buildings
The office building is closed off from the roof terrace with its arcades. It allows superimposed views of the surroundings: "An unfinished area in a city that is actually finished," as Seraina Wirz says in reference to a statement by the Berlin architect Hans Kollhoff. In this context, the commercial building provides a direction for future properties, an impulse. "It will be interesting to see whether this impulse is taken up by other architects for the quarter."
Website Atelier für Architekturfotografie afaf
Photographers Page Seraina Wirz
Portfolio "Schiffbauplatz Zürich" - afaf"
ALPA 12 MAX
ALPA / Rodenstock HR Alpagon 4.0/32mm, LB
ALPA / Rodenstock HR Alpagon 4.0/40mm, LB
Website Baukontor Architekten
© Seraina Wirz
Julian Calverley is a master of impressive landscape and commercial photography. He is using his iPhone as quick and simple but also creative complement to his ALPA cameras. Read the offprint of the UK magazine "Amateur Photographer", July 2014 with insight to his work with the iPhone and his love for ALPA. Julian also published a lovely little book with iPhone images only. His commercial work can be seen from his website, too. Julian was repeatedly selected for Lürzer's Archive for the 200 best ad photographs of the year.
Julian Calverley - Books: iPhone Only
Calverley - iShoot landscapes (PDF)
Photographers page: Calverley, Julian
ALPA is featured in an article in the special supplement "SWISSmade" which was distributed with several Swiss sunday papers from the 21st September 2014.
Passion and Perfection
Journée ALPA - Phase One le jeudi 27 novembre 2014
ALPA sera présent au Centre Pro, Profot de Renens (près de Lausanne/Suisse), en compagnie de Phase One, afin de vous faire découvrir toutes les nouveautés sorties à la Photokina.
Mlle Iris Sprow et M. Jean-François Zipper de chez ALPA vous dévoileront en particulier le nouveau système pour la prise de vue macro FPS.
Iris Sprow est diplômée du RIT Rochester en « Imaging Science & Photographic Technology ». Elle a fait son Master au London College of Communication en « Digital Colour Imaging » et travaille depuis 11 ans dans le domaine des médias appliqués dont 8 ans dans la recherche. Jean-François Zipper est diplômé de la FEMIS (École Nationale Supérieure des métiers de l’image et du son), Paris.
M. Massimo Saracino de Phase One vous présentera le nouveau dos IQ150 montré à la Photokina, une nouvelle fonction avec Capture Pilote de visée live direct sur un iPad avec les IQ2.., et bien sûr vous pourrez également explorer les nouvelles fonctionnalités de Capture One Pro 8.
Et enfin, M. Pierre-Alain Folliet Photographe, vous fera découvrir son travail réalisé pour la plupart avec le matériel exposé durant cette journée.
Nous vous donnons donc rendez-vous au Centre Pro Profot de Renens, le 27 novembre 2014 de 10h00 à 16h30.
Centre Pro Profot
Avenue de Longemalle 11
Tél: +41 (0)21 634 99 66
Website Profot: www.profot.ch
ALPA cameras are designed for durability and reliability. Planned obsolescence is a no-no for ALPA. Unsurprisingly, the ALPA 12 MAX has been the tool of choice for demanding architectural and landscape photographers for years. ALPA introduced the MAX Mk I with its classic silver shift wheels in 2008 and established the fast, comfortable adjustment for shift and stitching with digital backs.
ALPA now announces to its loyal MAX Mk I owners a trade-in offer for a brand new MAX Mk II body with lockable shift wheels at a special price. Besides, owners of a MAX Mk I or Mk II can also upgrade at a special price to the ALPA 12 PLUS introduced last year. The PLUS features extended and geared movements for vertical and horizontal shift.
The latter option is primarily aimed at photographers with digital backs, as the ALPA 12 MAX Mk II is still the optimal choice for analogue use with roll film backs. New customers will still be able to purchase the ALPA 12 MAX Mk II.
TRADE-IN OFFER ALPA 12 MAX MK I TO MK II
The trade-in price for the return of an ALPA 12 MAX Mk I is CHF 3,880. Based on the regular list price of CHF 5,998 this corresponds to an exchange discount of 35%. The customer exchanges only the camera body. Existing accessories like hand-grips, shift scale sticks and stitching adapters can be re-used with the MAX Mk II.
UPGRADE OFFER FOR ALPA 12 MAX MK I and MK II TO ALPA 12 PLUS
The upgrade price for the return of an ALPA 12 MAX Mk I or Mk II is CHF 5,230. Based on the regular list price of CHF 6,998 this corresponds to an upgrade discount of 25%. The customer only needs to hand in the old body. Please note, existing hand-grips and stitching adapters are not fully compatible.
Both offers are valid until 30 June 2019. All prices in CHF net, ex works Switzerland available from ALPA country representatives and ALPA in Zurich.