BF stands for beautiful foolishness, Yamaki says.This is a phrase taken from the book, the very old book — I think probably over a hundred years old — called The Book of Tea by Okakura Tenshin, the Japanese researcher. At that time, he wanted to tell the spirit of the Japanese culture and we have the tea ceremony. And through the tea ceremony, he tried to tell what is the essence of Japanese culture.
In the book he said, let’s enjoy the time and the beautiful foolishness with a cup of tea. So this camera is for daily use. Daily life is full of joy and nice relaxing time which he calls it the beautiful foolishness.Yamaki designed the camera with the intention of making it as easy as possible to use without feeling constrained to older design elements that are, Sigma argues, not necessary and overly complicated.
Jaron Schneider
I’ve seen a number of people praising the design as Apple-esque on various social media, and all I could think was: these must be people who never used anything other than an iPhone to take photos. This camera is nothing more than a smartphone with a lens mount, down to the internal, non-swappable storage – the perfect showcase of form over function.