Project Impossible, which launched Polaroid Originals in 2017, announced on Thursday (26) the recovery of the Polaroid brand and a new camera model compatible with i-Type films, Polaroid Now, for $ 99.99.
In 2008, Project Impossible “saved the last Polaroid factory in the world, located in the Netherlands”, as director Ozlem Birkalan said in an interview with Design Week. “Since then, we are the only people to make films for Polaroid cameras – both for old and new ones that we designed.”
With the recovery of the brand, Polaroid also opened a new website. Polaroid Now is available in seven colors (white, black, red, green, blue, yellow and orange) and films are sold in packages starting at $ 15.99
On Instagram, the company commented on the return to the original name and promised that, in the coming days, it will share more about the new instant camera. “We will continue to create products that bring people together in humane and meaningful ways,” said the company in the publication.
Polaroid Now has an autofocus system and a focal length of 35 or 40 millimeters, depending on the scenario. Its body is made of polycarbonate and ABS plastic, weighing about 434 grams with a 750 mAh battery. Despite not having Bluetooth for remote triggers, it has a 9-second timer and functions like double exposure. The flash, according to the brand, is “more human-friendly to make everyone look as they should”.
Oskar Smolokowski, CEO of the company, said that this movement, as well as the new decade, “marks a new chapter in the history of Polaroid and is a time to celebrate this heritage, keeping all our eyes on the future”.
The i-Type films received an update to commemorate the release. In addition to the traditional version, which is white, the company announced the options Black Frame and Color Wave.