Release Issued by Canon:

Red Cross to benefit from diamond IXUS auction as designer camera range turns 10

Canon kicked off its IXUS 10 celebrations last night with a star-studded party at the Atlantis Gallery in London's Brick Lane. The event saw the unveiling of a diamond IXUS worth more than €40,000 as well as three new additions to one of the most iconic camera ranges of all time.

Two key figures behind the IXUS success story – camera designers Yasushi Shiotani and Seiichi Omino – joined international fashion icons, celebrities and more than 600 media representatives to mark the tenth anniversary of the first IXUS. Shiotani's 'Box and Circle' design for the original APS-based IXUS camera in 1996 spawned hundreds of imitations and remains the signature motif of the range. Omino reinterpreted the concept for the digital age with his striking design for the Digital IXUS in 2000.

Diamond IXUS
A total of ten diamond-encrusted IXUS cameras – one for each year – will be auctioned through eBay with all proceeds going to the Red Cross. The €40,000 Super Diamond IXUS is covered with 380 diamonds supplied by Antwerp-based Eddie Elzas, owner of the world’s largest collection of coloured diamonds. Nine 'his and hers' diamond IXUS cameras have also been produced with an estimated value of €3,500 each.

The Other Side of Fashion
Celebrating the anniversary of IXUS and its continued sponsorship of the London, Paris and Milan Fashion Weeks, Canon also announced the launch of 'The Other Side of Fashion' – a collection of behind-the-scenes images taken by 100 style icons including Robert Cavalli, Donatella Versace and Christian Lacroix. Proceeds from a magazine containing exclusive images from the project will benefit Red Cross youth projects across Europe. Guest speakers on the night included British Fashion Council president, Stuart Prose and Design Museum head Deyan Sudijc.

Canon debuted the three newest additions to the IXUS range with a catwalk show on the night: the titanium-bodied Digital IXUS 900 Ti, Digital IXUS 850 IS, and Digital IXUS i7 zoom.
"The challenge facing any iconic brand is to remain faithful to its original values while staying fresh and innovative," said Mogens Jensen, Head of Canon Consumer Imaging Europe. "That IXUS has kept its number one position throughout the last 10 years is testament to both the strength of the original IXUS concept and Canon's commitment to innovation."