Canon has been teasing a major launch set for today, 9 July, which it is calling "its biggest product launch yet". Moreover, this launch will be livestreamed and made available directly to the public – a first for the company, which has traditionally held invitation-only press events when revealing its new products.
The event for this "innovative product launch" will take place today Thursday 09 July at 13:00 BST (08:00 EDT / 05:00 PDT / 22:00 AEDT), and is called Reimagine – which Canon is stylizing as 'REIMAGINE', because clearly it's worth shouting about.
'Reimagine' was the company's original messaging for the launch of the EOS R system back in September 2018, as Canon promised that its full-frame mirrorless cameras would "reimagine optical excellence".
Canon is clearly giving a big clue as to what we're likely to see next week. We've already seen the announcement of the Canon EOS R5, which is arguably the company's most exciting camera (at least in terms of buzz and hype) of at least the past decade, so Canon seems to be inviting consumers to read between the lines in anticipation of more products relating to the EOS R system.
Canon has confirmed that a number of its high-profile ambassadors will be in attendance at the event at the launch, and at Q&A that follow.
How to watch the Canon event
You can watch the Canon Reimagine Keynote live on the Canon Europe YouTube channel
You can also sign up to watch the live stream via the Reimagine microsite on the Canon USA site as well as on Canon UK. Canon Germany also has a dedicated page for the live stream, while most other regional Canon sites (like Japan and Australia) have a countdown clock ticking down the seconds to the virtual event.
In North America, top pros who will be speaking at the launch include Lindsay Adler, Sal Sincotta, Peter McKinnon, Joel Grimes, Vanessa Joy, and Rick Sammon.
How to join the Q&A sessions
After the launch there will be separate online question and answer sessions. The USA & Canada event will be held at 8pm EST on 9 July - but you do need to sign up for this free session. The European Q&A event will be held at 6pm BST on YouTube. Both events will be in English.
Photographers who will appearing in the line-up at the European discussions include British wedding photographer Sanjay Jogia, Swiss bike photographer Martin Bissig, Dutch documetary photographer Ilvy Njiokiktjien, and London fashion photographer Wanda Martin.
Creators that are lined up for the American Q&A session are skateboard photographer Atiba Jefferson, YouTuber and portrait photographer Irene Rudnyk, and founders of the Sociality community Scott Bakken & Jonathan Zoeteman.
We will, of course, be bringing you all the news and announcements as they happen.