It’s time for the next step in Polaroid’s 82 year journey - a Polaroid for Now.
In March, Polaroid Originals will mark its final chapter of its 2017 revival story, returning to its original name 'Polaroid' and unifying the brand to create products that bring people together in meaningful ways.
To celebrate, Polaroid will unveil a fresh new look and feel for the decade, debuting with its new autofocus instant analog camera range, Polaroid Now.
Launching onward from March 26, 2020, Polaroid Now presents an easier point and shoot camera for everyone. With a newly developed autofocus lens system, 15-pack battery life, accurate flash and a friendlier more functional camera design - it has never been easier to snap the perfect Polaroid photowhatever level your photography skills.
Embodying Polaroid’s new look for the decade, the Now camera range will be available at launch for a limited time in each of Polaroid’s five iconic rainbow colors: red, orange, yellow, green and blue - and will land alongside the classic black and white cameras, which will continue to be the core colorways. The new camera design embraces curved, fluid lines marking a move away from the angular cases of the past, allowing users to hold, view and use with ease.
Polaroid Now allows you to focus on the moment at hand; with new technology that does the rest. Unlike its predecessors, the OneStep 2 and OneStep+, the new instant camera enjoys a lens that automatically switches between distance and portrait formats - for a more precise shot each time. A standout feature for the camera is its accurate flash, which takes the lighting conditions into consideration, allowing for great results in lower lighting situations - even when you’re not using the flash. Polaroid Now also boasts a long lasting battery life - with the power to shoot 15 packs of film - making it the perfect accessory for any adventure.
The rainbow spectrum continues to weave through the brand’s offering with the launch of its new special edition instant film, Color Wave. The colorful new film features a host of hues, from moody blues to warming orange and red frames, perfect for moments in the sunshine.
Polaroid was founded by Edwin Land in 1937 as an icon of innovation and engineering. The company first produced ski goggles and 3D glasses for the US Army and Navy. It wasn’t until 1943 when Land’s daughter asked why she couldn’t see a photograph of herself immediately that the idea for the instant camera was born. In 1947 it became a reality with the first ever instant camera.
It was the introduction of the breakthrough Polaroid SX-70 camera in 1972 that launched instant photography as we know it today, followed by landmark innovations such as the original OneStep, instant color film; and the Polaroid 600 and Spectra cameras and film formats.
Polaroid cameras went on to inspire artists such as Andy Warhol, Helmut Newton, Robert Mapplethorpe, Maripol, Keith Haring, and Guy Bourdin who raised the brand to the status of a cultural icon.
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. But that was short-lived; a dedicated group of instant photography fans under the name ‘The Impossible Project’ saved the last Polaroid factory in the Netherlands. Since then, they have been the only people in the world making film for vintage Polaroid cameras.
In 2017, The Impossible Project re-launched as Polaroid Originals: a brand dedicated exclusively to Polaroid’s original analog instant photography products. Bringing analog instant photography back under the Polaroid umbrella was a significant milestone, but it was not the end of the journey. In March 2020, Polaroid took the next step and became one brand, with the one name: Polaroid.
Today, Polaroid has analog instant photography at its core and represents the brand that people all over the world came to know and love over the past 82 years. By unifying its entire product portfolio under one name, Polaroid is setting out its new vision to be one cohesive global brand that will continue to create products that bring people together in human and meaningful ways.
Polaroid, Polaroid Color Spectrum, Polaroid Classic Border Logo, Polaroid OneStep, and Polaroid SX-70 are trademarks of PLR IP Holdings, LLC, used under license.