The project started as a promotional idea for the official Leica store in Sao Paulo, Brazil. Wouldn’t it be cool, an advertising/design guy affiliated with the German camera giant thought, if we created a DIY camera kit disguised as a poster?
All you have to do is snap out the parts scale model-style from the plastic frame, put ’em together, and you’d have a groovy — albeit non-working — clone of a classic Leica rangefinder.
The posters were supposed to be a thank-you gift for customers buying any M camera and a celebration of Leica’s 100th anniversary in business. But production costs turned out to be prohibitive, and the project never went forward.
Marco Riberio got his hands on a prototype, however, and posted a video showing just enough of the assembly process and the end product to make a Leica fan’s “I want one!” gland start throbbing.