It's tough to pin down exactly what makes a Leica so alluring
Leica offer something quite unique; a different experience of the world. A slowing down. Moments that are worth holding onto.
We've been taking pictures with cameras ever since high school. In that time, we've owned a Pentax, a Canon and numerous film and digital Nikon's.
Technically all of these cameras, along with the lenses we've used with them, were fantastic (besides the Pentax), but none of them (besides the Pentax) possessed the kind of magical allure that is consistently commanded by Leica.
But the Leica-hype - on paper - doesn't make a lot of logical sense. There are loads of other photography solutions promising more technology, more resolution, more speed, more of just about everything.
On paper, Leicas are fairly basic and because they do less, you ironically pay a lot more for them.
Why? What makes Leica so different? Why does almost every photographer secretly dream of owning one? Why do people happily pay so much for a product that apparently does so little?
In search of the answer, we took a trip to Seoul, South Korea and visited one of Leica's dedicated shops to spend time surrounded by the mystery.
The store itself is small, dark and quiet. Sound is muffled by an enormous overhead replica of one of their iconic lenses mounted to the ceiling. Walls are curved to soften shadows; and all of the cameras are showcased in perfectly light glass enclosures.
No technical sheets, no images of the cameras themselves, minimal visual branding anywhere.
What is glaringly noticeable is that Leica are not trying to simply sell equipment, they're rather using the space to showcase the joy of photography when in the presense of a Leica.
The place is a shrine to soft tones, interesting shapes created by light, pleasing colour blending and the beauty of everyday things bathed in unusual textures and shadows.
You buy a Leica because you want to feel a certain something when to press the shutter release button. You buy a Leica because of how its weight feels when you hold it. You buy a Leica because its texture under your fingertips feels solid and expensive.
Leica offer something quite unique; a different experience of the world. A slowing down. Moments that feel worth holding onto.
Leica is not another camera brand. Leica is a world that you choose to be a part of...if you can afford it.