With Project Ara, Google learned how to build a modular smartphone, and then discovered that nobody actually wants one. Cameras are different, though -- photographers love to accessorize with battery grips, handles, DSLR rigs and more. Hasselblad takes that a step farther with its customizable V1D medium-format concept. You start with a "black box" camera (with the form of a classic Hasselblad V) then add an electronic viewfinder, handles and controls wherever they suit you. The idea is just a dream for now, but Hasselblad is soliciting feedback here at Photokina and might actually build it one day.

Aaron Souppouris contributed to this report.

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