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Lytro light-field camera coming to Amazon, Target, Best Buy


The revolutionary Lytro light-field camera is about to get easier to buy. The company announced today that it is expanding its retail reach in the U.S. and around the world starting next month.

On October 9, photography enthusiasts in the U.S. will be able to purchase a Lytro camera through Amazon.com, Target.com, and BestBuy.com. In November, CityTarget stores in Chicago, Los Angeles, San Francisco, Seattle, and Westwood, California, will also begin carrying the Lytro. Brick-and-mortar stores in Australia, Canada, Hong Kong, and Singapore will offer Lytro cameras, as of October.

“Since our first shipments of the Lytro camera only six months ago, we’ve been inundated with requests to bring the Lytro camera to countries near and far and to stores near you,” said Charles Chi, CEO of Lytro in a statement.

Currently, the Lytro has only been available through Lytro.com. The camera costs $400 for the 8GB version, or $500 for the 16GB model.

For those of you unfamiliar with Lytro, the device is anything but ordinary. The first thing you’ll notice is its look — a rectangular block, with none of the buttons or detachable lenses that you’d find on an traditional camera. But this isn’t just an aesthetic choice; the Lytro uses light-field technology, which captures 11 million different rays of light, “megarays,” rather than traditional megapixels, a difference that dictates the camera’s shape. By capturing all this light, Lytro removes the need to focus when taking the picture.

Lytro pictures — which are digital-only — are then ported to a computer and processed by Lytro’s software. From there, users can choose the focus of their picture with a click of the mouse. Don’t like the way it looks? Refocus again and again. These pictures can also be embedded onto Web pages, where anyone can manipulated the focus to their heart’s content.

Check out some examples below. (Just click on the point in the picture where you want to focus.) And be sure to peruse our full Lytro review here.

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