Polaroid: the rise and decline
In recent years there has been a clear trend on the rise – the upsurge in popularity of all things vintage.
Polaroid Originals is the latest company to join the revival of analogue, with the release of a brand new Polaroid model. Whilst much of the world is obsessed with new tech, with the likes of Apple and Google reaping the rewards, there are a large proportion of the population that takes pleasure in classic technology.
Examples of classic technology that has recently enjoyed renewed popularity include vinyls and record players, cassettes, arcade games and watches. Having recognised this trend Polaroid Originals has, on the 80th anniversary of the first Polaroid, released a new model which they describe as “an analog instant camera for the modern era, blending classic design with contemporary style.”
Fans of Polaroid have, until now, had to source Polaroid accessories from a company named The Impossible Project, following an announcement from the Polaroid Corporation in 2008 that they would cease production of new film for their camera range. The Impossible Project has since rebranded as Polaroid Originals and announced the launch of the Polaroid OneStep 2 instant film camera.
The history of the Polaroid brand is one of rise and decline, and is the perfect example of how consumer trends can easily make and break a company. The original Polaroid Company, founded in Massachusetts in 1937 actually filed for bankruptcy in 2001, following a decline in the popularity of the product. Polaroid had to battle against the introduction of more modern technology – namely videotape-based cameras – which was its ultimate downfall.
On Polaroid’s demise their assets were sold off, and have since traded hands, to result in what we have today - Polaroid Originals.
The OneStep 2 model is the perfect balance of new and old, allowing users to feel the nostalgia associated with using a traditional Polaroid camera with the ease and compatibility of a modern device. The camera includes a built in flash, longer battery, USB charging and self-timer feature. It will retail for US$100, with each additional film costing US$16.
Whilst Polaroid is not the only company selling instant cameras, there is no doubt as to the strength of their brand, and their reputation as pioneers in the camera industry.
Polaroid Originals has managed to revive the popular Polaroid name – bringing a classic and appreciated technology into the modern day, reviving fond memories and providing a photography experience that is second to none.
