Direct Digital Imaging

2016 is DDI’s ten year anniversary, totaling 18 years as a Phase One specialist
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Company Profile

Chris Ireland

I started DDI nine years ago to continue my association with the Phase One brand and products I had specialised in for the previous seven years. Giving a total of 18 years experience in Phase One and over 30 years in the photographic industry. The companies I had worked for in those seven years had had their ups and downs and differences of opinion as how to service the clients with these products.

The way I have worked from the beginning with Phase One was the same as my entire career, the importance of return business. This can only be achieved by offering a high level of service, support & training to my clients. As this was being compromised I decided to go on my own and have never looked back.

The Products that Phase One produce are second to none. So I strive to offer the same in service and support, training and workshops.

I believe my company to be unique in its way of working in today’s market of Professional Photography.

My business model is based on a one to one relationship with the client, as I go to the client, not the client coming to me, as the best way for any Photographer to get a grip on what a Photographic product of this type can offer there business is to try it, so my office is literally in the field, studio or location with the Photographer. I travel all over the British Isles to see my customers. This in turn allows me to better understand my clients needs and how best to support them.

2016 will be the tenth year of Direct Digital Imaging (UK) Ltd, which shows that the business model I work with has been a great success for me and my customers and Phase One has been the best product in the medium format field of photography to get behind and promote over the last 18 years.


“I have always bought my Phase One kit from Chris Ireland at Direct Digital Imaging, his knowledge on both the hardware and software is second to none and his advice has been invaluable over the past 12 years of using Phase One”.- Kenny Martin, March 22, 2010


“I’ve been using Chris as my principle supplier & advisor re. Phase One & related equipment for about a year now, after a frustrating 12 years using the usual larger suppliers. During this year Chris has probably saved me about £10,000, both in good deals & helping me avoid costly mistakes. Nothing beats his personal service. Oh, and he’s a nice guy too!” - John McKenzie, March 22, 2010


“have known and worked with Chris for over 7 years now, so I feel that I have enough experience to be able to give him a thoughtful recommendation. Technically, Chris is brilliant. He knows what he is talking about and his long experience and obsession with the photographic industry are evident in his contagious enthusiastic demeanour”.

“What also emerges as you get to know him, is that he is extremely creative and is a keen photographer. Add to that is his integrity and his invention of a new extreme sport - namely extreme customer satisfaction! Nothing is too much trouble. And then you come to the conclusion that he is an ideal guy to work with”.

“So if you need to know about digital photography and choice of kit, even if he does have a bias towards Phaseone equipment, at least you know that bias is based on knowledge and experience � my advice is to speak to him first!” - Derek Schultz ARPS, March 18, 2010

Latest Deals

Pre-owned-Phase-One-IQ260-V-back-kit Call for
latest prices
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Pre-owned (mint conditon) V-fit IQ260

Compatible with

  • Hasselblad V fit
  • 500,501,503,SWC,ELX,ELM
  • And most Technical cameras


  • 60 Megapixels & 15 Megapixels (Sensor plus)
  • ISO 50-800 & 200-3200 (Sensor plus)
  • 13 stops dynamic range
  • WiFi to iPad
  • One Hour Exposure
Pre-owned-Phase-One-IQ280-m645-back-kit Call for
latest prices
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Excellent condition IQ280 m645 kit

Compatible with

  • Phase One AF,DF,DF+ & XF
  • And most Technical cameras


  • 80 Megapixels & 20 Megapixels (Sensor plus)
  • ISO 35-800 & 140-3200 (Sensor plus)
  • 13 stops dynamic range
  • WiFi to iPad
  • iPad Remote Control
Pre-owned-Phase-One-75-150mm-AFD-Zoom-lens Call for
latest prices
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  • Push-pull AF lock
  • Lens Hood
  • Mint condition
The-IQ3-100MP-Achromatic Call for
latest prices
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  • No Bayer Matrix
  • No IR Blocking filter or an AA filter
  • ISO up to 51,200
  • 101 Megapixel
  • Up to 60 Minuets Exposure
  • 15 Stops Dynamic Range
  • XF camera and Technical camera compatible


  • Fine Art
  • Reprographic & Archive
  • Scientific
  • All IQ3 Backs & systems now come with Free 5-year Warranty.
Phase One XF IQ3 kit 80mm Blue Ring Upgrade Call for
latest prices
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Phase One XF IQ3 kit 80mm Blue Ring Upgrade

Order any XF IQ3 system kit and get an 80mm LS upgrade.

To any Blue Ring Prime lens

  • 35mm Blue Ring f3.5 LS
  • New 45mm Blue Ring f3.5 LS
  • 55mm Blue Ring f2.8 LS
  • 110mm Blue Ring f2.8 LS
  • 120mm Blue Ring f4 Macro LS
  • 150mm Blue Ring f3.5 LS
  • New 150mm Blue Ring f2.8 LS
  • 240mm Blue Ring f4.5 LS
New Phase One XF - IQ3 100 System Call for
latest prices
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New Phase One XF - IQ3 100 System

The New Phase One XF - IQ3 100 SYSTEM

  • Phase One Color Perfection
  • 16 bit analogue feel
  • 15 stops of dynamic rang
  • Clean ISO from 50-12800
  • 60 minute exposures
  • Output via Wi-fi, USB and NOW HDMI
  • Live View with 30 frames per second
  • Electronic First Curtain Shutter



Latest Photography Reviews

Scotland from the Air XF IQ3 100 Click to view

Scotland from the Air XF IQ3 100

Scotland from the Air  Shahbaz Majeeb & Chris Ireland Airal XF IQ3 100 shoot


Steve Gosling with his A series IQ3 50 System Click to view

Steve Gosling with his A series IQ3 50 System

Steve Gosling upgrades to the A series IQ3 50 and gets a new prospective in his photography.

Shahbaz Majeed Click to view

Shahbaz Majeed

Shahbaz Majeed with his New XF IQ380

Joe Cornish Testing the IQ3 100MP back Click to view

Joe Cornish Testing the IQ3 100MP back

Joe Cornish tests the New IQ3 100MP back

From DSLR to Medium Format, William Barrington Binns Click to view

From DSLR to Medium Format, William Barrington Binns

From DSLR to Medium Format, William Barrington Binns.

After only just getting his XF system he went of to Thailand and came back with gold.

Richard Osbourne Click to view

Richard Osbourne

Richard Osbourne gets the Phase One P45+ and now expllains why Medium Format is better the 35mm

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