Here's why you should care about L² Technology – the Leica and Lumix alliance

L² Technology
(Image credit: Leica and Panasonic)

In January, Panasonic and Leica announced that they had reached an agreement for a new comprehensive business alliance. Both companies agreed to bundle their core competencies increasingly and to develop new technologies and solutions resulting from this collaboration under the name of L² Technology ("L squared Technology"), which symbolically uses the two Ls of  Leica and Lumix in their marketing activities going forward.

However, since the L² Technology announcement, customers have been a little confused about what this new partnership actually means for both brands. Thankfully Panasonic has thrown its hat in the ring to help explain the partnership in greater detail, with the following handy video:

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Sebastian Oakley
Ecommerce Editor

For nearly two decades Sebastian's work has been published internationally. Originally specializing in Equestrianism, his visuals have been used by the leading names in the equestrian industry such as The Fédération Equestre Internationale (FEI), The Jockey Club, Horse & Hound, and many more for various advertising campaigns, books, and pre/post-event highlights.

He is a Fellow of The Royal Society of Arts, holds a Foundation Degree in Equitation Science, and is a Master of Arts in Publishing.  He is a member of Nikon NPS and has been a Nikon user since the film days using a Nikon F5 and saw the digital transition with Nikon's D series cameras and is still to this day the youngest member to be elected into BEWA, The British Equestrian Writers' Association. 

He is familiar with and shows great interest in street, medium, and large format photography with products by Leica, Phase One, Hasselblad, Alpa, and Sinar. Sebastian has also used many cinema cameras from the likes of Sony, RED, ARRI, and everything in between. He now spends his spare time using his trusted Leica M-E or Leica M2 shooting Street photography or general life as he sees it, usually in Black and White.