Off The Press: The Return Of The Original – PolaroidEditor - 18th September 2017
Polaroid created instant photography as we know it today with the launch of the breakthrough Polaroid SX-70 camera back in 1972, followed by landmark innovations such as the original OneStep, colour instant film and the Polaroid 600 and Spectra cameras and film formats.
Artists who used and were inspired by these cameras include that of Andy Warhol, Helmut Newton, Robert Mapplethorpe and Keith Haring.In the 1990s and 2000s, the swift rise of digital technology eclipsed instant photography and Polaroid announced the end of instant film production in 2008.
A dedicated group of instant photography fans called The Impossible Project stepped in to buy the last remaining Polaroid factory and since then, have been the only people in the world making film for vintage Polaroid cameras. The acquisition of the brand by The Impossible Project’s largest shareholder in Spring 2017 created the opportunity for Polaroid to return to analogue instant photography and for The Impossible Project to declare mission accomplished.
September 14th marked the launch of Polaroid Originals – a new brand dedicated to analogue instant photography. The launch coincides with the 80th anniversary of Polaroid, founded by Edwin Land in 1937. Polaroid Originals is rooted in the iconic cultural status of the brand that inspired countless artists and became part of popular culture for decades.
“The past years have seen a strong revival of analogue instant photography,” explained Oskar Smolokowski, CEO of Polaroid Originals. He continued: “This growing demand goes beyond nostalgia. In today’s fast-paced, digital word a tangible object outside of your phone screen becomes a valued artefact. It’s also completely unique and impossible to reproduce.”
Polaroid Originals is launching a new analogue instant camera, named the Polaroid OneStep 2. It is a proud successor to the original Polaroid OneStep, the camera that democratised instant photography 40 years ago with its ease of use. Priced at £109.99 and with the same point-and-shoot usability as its predecessor, the OneStep 2 invites photographers – professional and amateur – to join the revival of analogue instant photography. With a powerful built-in flash, easy USB charging, long-lasting battery and self-timer, the camera is designed for today.
Polaroid Originals simultaneously introduces a new generation of original format instant film, with colour, black and white, and a range of special editions to choose from. The new film features the distinct dreamy aesthetic that Polaroid is famous for. It is available for modern analogue instant cameras like the OneStep 2, as well as for key vintage Polaroid camera formats. Dedicated to keeping the legacy alive, Polaroid Originals also sells fully refurbished vintage Polaroid cameras.
Oskar Smolokowski summarised the motivation behind the Polaroid Originals brand: “When it comes to capturing a moment and bringing people together, there’s nothing quite like a Polaroid photograph.”
The Polaroid OneStep 2 analogue instant camera is now available for pre-order from polaroidoriginals.com, and from a range of national retailers from the end of this month for £109.99. Polaroid Originals new generation film is also now available and features the distinct, dreamy aesthetic of analogue instant photography. New I-type film for the OneStep 2 is priced at £14.99 with eight pictures per pack. Film for vintage formats – the Polaroid SX-70, 600 and Spectra – is prices from £17.99.
We look forward to getting our hands on one asap. Stay tuned to Pixel!