If you were a Polaroid fan, I believe that in this digital age of speed shooting, you will miss the unique memories brought by Polaroid even more——
For example, the clicking sound after repeated consideration, such as the surprise after each photo is slowly developed, such as seeing a good photo, everyone is vying for the happiness of collecting.
In order to make it more convenient for people to carry, and to make the Polaroid more attractive , they recently launched a world's smallest instant imaging film camera-Polaroid Go .
This is also the biggest change in the scale of Polaroid's Polaroid cameras in decades.
Here comes the world’s smallest Polaroid camera
The measurements of this Polaroid camera are only 10.4cm long, 8.4cm wide, and 6.1cm high. It can be grasped with one hand, and it can also be easily taken out of the house.
The Polaroid Now, the previous generation of Polaroid cameras, measures 15 x 11.1 x 9.4cm.
In order to match the small size of Polaroid Go, Polaroid also launched its exclusive reduced version of the Go square film.
This film has also changed Polaroid’s past classic square film specifications and has been redesigned. It is the smallest instant imaging film ever produced by Polaroid.
Its overall size is 6.66×5.39cm, and the screen area is 4.7×4.6cm, which is similar to a document. The imaging time is about 10-15 minutes.
However, this camera is "small," but "complete with all internal organs."
Polaroid Go has a built-in 750mAh battery. When the battery is full, you can shoot up to 15 boxes of films. Like traditional Polaroid films, each pack of films has 8 films. Moreover, it can be charged via USB. Is to improve the convenience.
In terms of other parameters, the camera has a shutter speed of 1/125-30 seconds, with two options of f/12 and f/52 apertures, an equivalent focal length of 35mm, a shutter speed of 1/125-30 seconds, and a built-in automatic flash.
As a camera product focusing on the trend of young people, selfies are naturally indispensable.
It has newly developed many functions that support Selfie. There is a built-in Selfie mirror on the body to help users frame the view, a timer, dynamic flash and film counter, and it can also play double exposure.
At the same time, it retains the classic Polaroid design, such as the white case, round shape, logo elements, etc., still in the style of Polaroid, and there will be 24 different sticker patterns in the box, you can choose your favorite Feel free to stick on the fuselage.
In terms of selling price, the Polaroid Go camera is 919 yuan, and the double-pack color film set is 155 yuan, for a total of 16 photos.
Compared with a camera that can take dozens of shots in one second on a mobile phone, this number of shots is indeed enough to cherish and treat every shot and every shutter pressed.
Many people used to think that Polaroid cameras are too big, and Polaroid Go's convenient and compact features will surely bring a new batch of consumers to Polaroid.
Polaroid CEO Oskar Smolokowski said that since the new team took over the company three years ago, their focus has always been to bring innovation, product design, creativity and a little attitude back to Polaroid, and Polaroid Go is their biggest breakthrough so far.
This world's smallest Polaroid camera is the embodiment of Polaroid's "playing with creativity" once again.
Now Polaroid likes to "play with creativity"
In addition to launching the smallest Polaroid camera in the world, Polaroid has now become a highly recognizable lifestyle brand.
They are collaborating with great fanfare in the fields of film and television, fashion, design and even music. They have also launched a series of activities and co-branded products to tell consumers that they are still active among young people.
When Polaroid Go was launched, Polaroid launched a new creative activity: Go create.
They want to bring together creators of different art categories and global cultures to share their inspiration and creation stories, so as to create a Polaroid online and offline community that allows Polaroid's culture to spread globally through these people.
Traditional film and Polaroid seem to have become synonymous with nostalgia, but Polaroid still allows its tentacles to reach every corner.
It is based on the Polaroid Now model, which turns the color and texture of the camera's appearance into the armor of the Mandalorian, and the release time has also caught up with the start of the new season of "The Mandalorian".
The year before last, " Stranger Things " was on fire, Polaroid also launched a special edition OneStep 2 Polaroid "Upside Down Camera" . The text above was designed and printed completely upside down, because the protagonist in " Stranger Things" also lives in an upside-down world.
In addition to film and television works, Polaroid is also actively playing the "Polarian style" creativity with fashion trend brands.
In 2018, PUMA and Polaroid jointly launched two shoes , RS-0 and RS-100 . Not only did they choose the classic color scheme of the Polaroid OneStep camera, but they also designed the multicolored stripes on the laces, which can be seen at a glance. Out of its Polaroid shadow.
In addition to playing creatively with the outside world, Polaroid has not fallen behind on its own products.
In August last year, Polaroid launched a pocket photo printer called Hi-Print , which can convert phone photos into 2.3×3.4 inch photo paper for output in one minute, and then paste this photo paper on the computer. , Backpacks, desktops and other places.
In recent years, Polaroid has also introduced drones, TVs and monitors, digital cameras Snap Touch with its own printer, digital cameras that can be connected to Instagram, sports camera Cube, and even 3D printing pens…
When we see that Polaroid is now constantly using surprisingly new moves to win the attention of consumers and stir the tide of the market, in fact, the genes of creativity have always been hidden in the history of Polaroid.
The genes of the creator have fallen in digitization
Back in 1937, the year Polaroid was founded, it was only because of a question asked by her daughter:
Why can't the photo be taken and you can see it immediately?
Thus, Polaroid was born.
Edwin Rand, the founder of Polaroid , was also one of the greatest inventors at the time . He was also an idol of Jobs. The popularity of Polaroid cameras was no less than that of the current Apple.
▲The first Polaroid photo is a portrait of Rand himself
When Polaroid was first established in 1937 , it actually mainly produced sunglasses and invented other optical technologies in the early days. It was not until 1947 that RAND invented the first instant imaging system. A year later, Polaroid launched a photographic camera Polaroid Model 95 and special film. , Immediately caused a sensation in the whole world.
In 1972, the world's first camera that could directly "spit out self-printed photos": SX-70 was born. A photo can be developed within ten seconds, rewriting the history of photography culture.
▲On the cover of "LIFE" magazine, Edwin Land , founder of Polaroid, is showing SX-70 camera to children
For a while, Polaroid has taken the world by storm and has unlimited beauty.
RAND also found the best combination of art, science, and business through Polaroid. When RAND retired in 1982, Polaroid was already a multi-billion-dollar corporation.
However, Polaroid's "creative" has stagnated for a long time.
After that, Polaroid continued to expand its team under the momentum of high profits. In 1983, the company reached 13,000, salespersons increased by 5 times, and the interior became more and more bloated. It also borrowed huge debts to fight against the Disney family. Enterprise annexation; but the most critical reason is that Polaroid has not kept up with the craze of the digital age.
Technology and products have always been Polaroid's core competitiveness. However, when digital photography emerged in the 1990s, the advantage of "getting it at once" was gradually weakened.
In the face of the digital trend , Polaroid still only holds on to the "real-time imaging" business, worrying about the sales of negatives and the decline in image quality. Of course, the actual reason is also because Polaroid has invested too much in the production of negatives and it is difficult to easily abandon it.
▲ Polaroid factory, picture from: Mee-Lai Stone
After that, the ill-fated Polaroid went bankrupt and was bought and resold twice. Once Polaroid declared bankruptcy due to excessive debt and was bought by Minnesota-based company Petters Global Group. Polaroid was sentenced to a Ponzi scheme by CEO Tom Petters. Imprisoned and filed for bankruptcy for the second time.
Polaroid, once infinitely creative in the camera field, has gradually become a niche or even back-to-the-old existence in everyone's eyes.
In February 2008, Polaroid announced that it would stop manufacturing negatives. But its fans were still reluctant to give up and launched the "The Impossible Project" campaign, which saved the last Polaroid factory in the Netherlands.
Until 2017, Polaroid celebrated its 80th anniversary, and it also had a new owner-the Impossible Project team.
They acquired the holding company that owns the Polaroid brand, then rebranded, changed the speed printing department to "Polaroid Originals", and also brought the classics back, launched the new camera OneStep 2, and then re-enacted a variety of models, and then began to let "Creativity" returned to Polaroid.
Then came the Polaroid mentioned above, "playing creativity" in various external cooperation and activities, and frequently appeared in our sight.
Last year, Polaroid changed the name Polaroid Originals to Polaroid to establish a brand new visual image, and also released a new camera Polaroid Now.
Next, Polaroid's creative road will continue.
Behind the creativity, we still miss the retro feeling
In 2008, when Polaroid sold most of its collections to repay debts, a selfie of Andy Warhol sold for $254,500, setting a record for auction of Polaroid photos .
Polaroid guessed that he did not expect "Feelings" to be able to sell at such a high price.
▲ Photos taken by Andy Warhol with Polaroids
The digital virtual era has indeed caused a great impact on many "physical objects", and Polaroid cameras are no exception.
But when the digital wave sweeps everything quickly, people will also resist the over-digital life, and begin to miss the old slow, static, and waiting beauty as a buffer for the inevitable digital life.
When a Polaroid photo comes out, people will not think that it is like a photo in a mobile phone album that can be deleted or forgotten. It has come to people's hands and can be hung on the wall or pasted on the refrigerator.
▲ Picture from: Marcus Branch
Polaroid, Fuji, Kodak and other experimental cameras all evoke the retro feelings of millennials.
Instax is considered one of the best-selling instant imaging cameras . In fiscal year 2016, Fuji sold 6.6 million Instax cameras and printers.
The wave of digitization has also brought new life to the Polaroid camera .
The photos of Polaroid cameras have always had strong social attributes from the old days to the present. When people share their private photos with others, when people take Polaroid photos and upload them to social software, they get a lot of likes. Celebrities use Polaroid photos to show their unique taste…and more and more people will follow the trend.
Now, Polaroid is no longer just a symbol of the Polaroid camera itself, but has been upgraded to a "photographic subculture."
The retro, yellow-brown, and white border Polaroid filters launched by many apps are designed to satisfy people's pursuit of Polaroid retro culture. This nostalgia is not only offline, but also online.
When retro things appear in new forms, they will also be resurrected in the current market.
In 2014, there was a report stating that if users are moved by nostalgia, they will be more willing to pay for the product.
▲ Stills of "Alice in the City" © Wim Wenders
However, the slow process of making a Polaroid photo, the nostalgic, retro, and rough atmosphere and texture of holding it in the hand, the sense of communication, gameplay and story behind the shooting, are all digital filters cannot simulate.
So we can see now that Polaroid instant imaging cameras are still being updated, in a way that is more popular with young people, because people still have a love for it.
In the 1990s, you received countless emails in your mailbox, and you didn't even care about it or even read it. Now, you will still receive countless e-mails, but you no longer care. But when you receive a real letter or postcard, you will be excited.
#Welcome to follow Aifaner's official WeChat account: Aifaner (WeChat ID: ifanr), more exciting content will be provided to you as soon as possible.