It is often not until later that you realize the obvious – and that's how you could describe Roland Froschauer's relationship with photography; the 34 year-old Austrian more or less took on his father's passion for photography from the cradle onwards.
The family always had a fully range of camera equipment with them every time they left the house. But it wasn't until 2001, when a friend suggested on a trip that the accompanying DSLR was too heavy to carry and Froschauer ended up with the camera round his neck. Returning to work 14 days and 2,000 shots later, he put his father's knowledge through its paces because he didn't stop asking questions about how to take photographs.
The next day he found his father's Hasselblad equipment on his desk along with the note: "please learn how to use this – but let us get back to work!"

"I am a digital revolution child" says the V-System fan, who invested in a second-hand digital back after just a few months and still enthuses today about the digital clarity of the files produced by the 6 Mega-pixel back.
"With the first generation of backs you were always connected to the laptop by a cable, which can be an interference to my style of working, but with my new model – it's already my third – working with a greater sense of freedom goes without saying. It's only more recently that I have spent more time with an analog workflow. And I've followed that up with developing film and making analog contacts in my own dark room.
That's my way of slowing down the photography process, because quite apart from the advantages, digital workflow has added tremendous time pressure to photography.

"In addition to the Hasselblad 503CW with winder in combination with a P20 digital back from Phase One, I still use a 501 CM for Polaroid and film – because I always want to be the first to see the photos and the Polaroid is ideal for providing my customers with something to go on straightaway.
It's a wonderful synthesis between high-tech and tradition. And I can use the whole range of lenses from 50 to 250 mm. I was especially pleased with the 120 macro-planar.
I see the extraordinary imagery of these lenses paired with the high resolution chip in the camera back as the key to excellent picture quality of a digital medium-format system.

I have never seriously considered replacing the V-System. The ergonomics and reliability of the V-System are legendary. It was my first camera and I felt completely at home with it, even without the instruction book. Everything was in the right place; everything in its logical position. For me, the compatibility of the system's lenses, finders, bodies and backs is unique.
I don't like having to continually change my rhythm at work, or having to start searching for the right button while I'm working. Digital - OK, slot the back on and go; analog - OK, put in a film and go; Polaroid - OK, change the cassette and just shoot – I've always got a camera with me - thanks Victor! With my Hasselblad I can always rely on the fact that I can concentrate fully on the creative part knowing that the rest will work – no ifs and buts.

"People" – he answers, without spending a moment to consider the question of his photographic core competence, but the work range is very wide because this Austrian doesn't work as a hermit in his studio – that's because he has added photography to the range of services offered by his 30 year-old family-owned firm "Froschauer Print".
That is also why they recruit so many customers from the printed advertising sector. Whether it's business portraits for an image brochure, which Froschauer offers from layout to design and production, or architectural photos and technical photos: what all these projects have in common is the customer's high expectations – otherwise they wouldn't be coming to the place with the best tools for materializing creative ideas.