In 2008, POLAROID announced the end of instant film production, sending countless photographers around the world into a state of shock. The fact that we can still load many POLAROID cameras with the most common types of film—even after that announcement and to this day— is thanks to a small group of enthusiasts who banded together under the name “The Impossible Project” and purchased the last remaining POLAROID factory to continue producing instant film there—using new formulas and ingredients.
Since then, IMPOSSIBLE films have become an integral and indispensable part of the analog photography market, delighting fans of classic instant photography not least because of their variety—in color and black-and-white, with classic white borders, black or colorful borders, square or round. These have been joined by newly developed products, such as the I-1 instant camera and the Instant Lab.
As great as IMPOSSIBLE’s offerings were—the name POLAROID was, is, and remains synonymous with instant photography. And just in time for POLAROID’s 80th anniversary, what—it feels like—belongs together is now coming together: IMPOSSIBLE is becoming POLAROID—or, to be precise: The Impossible Project is being renamed Polaroid Originals. This was made possible by the acquisition of the POLAROID brand name by The Impossible Project’s largest shareholder.
You can already find the first products with the new name and packaging in the NORDFOTO Versand store —for example, the POLAROID 600 Color or the POLAROID SX 70 Color. Others will still be available in their current form and under their familiar names for a transitional period.
But it’s not just the name that’s changing—Polaroid Originals will also be introducing new products. In the coming weeks, the POLAROID OneStep 2 analog instant camera is set to make its debut. It’s the successor to the original OneStep—the camera that introduced instant photography to a wide audience exactly 40 years ago thanks to its ease of use. Priced at 120 euros and featuring the same straightforward operation as its predecessor, the OneStep 2 invites everyone to (re)discover analog instant photography. With a powerful built-in flash, easy USB charging, a long-lasting battery, and a self-timer, the POLAROID OneStep 2 meets today’s demands and expectations.
In addition to the camera, Polaroid Originals will introduce a new generation of instant film in the original format—in color and black-and-white, as well as a range of special editions. The new films will continue to feature the signature dreamy aesthetic for which POLAROID photography is famous and beloved, and will be available for modern analog instant cameras as well as for the most popular classic POLAROID camera formats.