Behind the Lens—
A Conversation on Leica

Maison Ë How do you define “brand Leica” and how has this definition affected the way you position the brand globally?

Andrea Pacella For Leica, the two poles we waver between are being a luxury brand and a utility brand. Of course, we produce some of the best cameras in the world, but we also produce some of the most beautiful cameras in the world. Our role is to ensure we do not alienate one type of customer in favor of the other, as both have contributed to how we define the modern Leica today.

To do this, we keep in mind that there is different storytelling for different products. We make sure that we speak to our audiences where they are, not where we would like for them to be. We welcome professional photographers as well as newcomers in the same way, because every member of Leica understands that a passion for photography can’t be limited by budget or talent or any other constraints.

M.Ë The sense of community and welcoming in every level of photographer is strong with Leica. Is this a conscious direction on your team’s part?

A.P. Yes, absolutely. Something we hear over and over again is that there is an automatic connection among photographers when, let’s say, meeting on the street. And that’s even a deeper bond when it’s a Leica in both photographers’ hands. Leica, in a way, is the lingua franca of photography, it has a sense of equalizing you among your peers. And, because it’s a Leica, you presumably already have something in common with that other person: a shared set of values in photography, a certain appreciation for beauty or craftsmanship. We want to bring that same idea to a larger scale, making sure that anyone who steps into a Leica store, our museum, a gallery, or even online—that each person understands they are welcome because they chose Leica among the millions of other brands out there. And we do not want to take that for granted.

M.Ë What role does storytelling play in Leica’s branding?

A.P. Storytelling is everything. When we can bring someone into our world, it’s easier for them to understand why Leica owners are a bit obsessive about their cameras.

What is a photograph if it’s not a story that’s stuck in that one second when the camera goes click? We have a sort of three-tiered approach when we tell a story about Leica or perhaps a photographer we’re working with: Inspire, Celebrate, and Educate. Each of these is equally important, but of course not each pillar will resonate equally with every customer.

For “Inspire,” we rely on the photography to tell the story and put people in the moment the photo was taken. For “Celebrate,” we show the product and it’s beautiful design and how it makes someone feel. And “Educate” is where we speak about the functional aspects and specifications of a release. They play into one another in our storytelling, but they also stand on their own.

M.Ë What is the future for Leica as you continue to expand into watches, projectors, eyewear, and the like?

A.P. With a brand that is as historic as Leica, which has, in some ways, been reinvented over time, it’s not easy to say in definitive terms, “This is how it will be for Leica in five, ten, fifteen years.” Instead, I think about the next release, the next initiative, the next month and how we can answer one simple question with one simple answer: Why Leica? Because it’s Leica.