HOA A1 camera puts its lens at the center of an open viewfinder

South Korean startup Lutra has introduced a screen-free digital camera under its new Humans of Authenticity (HOA) brand. The HOA A1 places its lens and sensor near the center of a large, open viewfinder, allowing photographers to maintain eye contact with their subjects while framing a shot.

The HOA A1 First Edition is expected to launch on December 1 in a limited run of 100 units. Preorders have not opened. The camera will cost 360,000 South Korean won, or $289 in the US.

Its specifications include a 16-megapixel, 1/2.53-inch Sony sensor and a 26mm f/1.75 lens. A small rear LCD shows information such as battery life and remaining shots; the camera otherwise uses point-and-shoot controls, with a shutter button on its top edge.

HOA says it is still fine-tuning the camera’s color and tone with photographers, and its website does not provide extensive capability details or sample photos. The A1 connects to Wi-Fi to make images available when a user taps a smartphone to the back of the camera. Internet access is not needed to take photos, but Wi-Fi is required to view and download them.

The camera uses ShootProof, which authenticates each image with an anonymous certificate recorded on a public blockchain. The feature does not appear to be optional. A separate signature mode can be switched on or off; it lets users sign their name in an accompanying app and overlay it in a photo’s corner.