New York, NY—Polaroid Originals is marking the final chapter of its 2017 revival story; the company is returning to the original name, Polaroid, and unifying the brand. To celebrate, the company unveiled a fresh look and feel, debuting with its new autofocus, instant analog camera range, Polaroid Now.
The 82-year success of Polaroid has always been rooted in the way its products help people capture, share and appreciate moments. Right now, the company recognizes they aren’t able to bring people physically together; however, their cameras, film and platforms can serve to share stories and encouragement.
Consequently, the Polaroid Now line joins the company’s family of products as another tool to document this unprecedented time in our history. It can also provide a creative escape for people who need to take a few moments to disconnect.
Polaroid Now Cameras
Launched on March 26, the Polaroid Now presents an easier point-and-shoot camera for photographers of all levels. The instant analog camera features a newly developed two-lens autofocus system; longer-lasting battery; an accurate flash; a self-timer; and a friendlier, more functional design. Moreover, the new camera makes it easier than ever to snap the perfect instant photo. What’s more, embodying Polaroid’s new look for the decade, the Now camera range is available for a limited time in each of Polaroid’s five iconic rainbow colors: red, orange, yellow, green and blue. Furthermore, they join the classic black and white cameras, which will continue to be the core colorways.
In addition, the new design embraces curved, fluid lines—a move away from the angular cases of the past. As a result, the form factor allows users to hold, view and use with more ease.
The Polaroid Now enables users to focus on the shot; 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.
Another standout feature is its accurate flash. It takes lighting conditions into consideration, allowing for better results in lower lighting, even without the flash. What’s more, the Polaroid Now boasts a battery with the power to shoot 15 packs of film.
“In the 1970s, Polaroid changed the rules of branding with the introduction of bold, full panel rainbow spectrums across our product lines, inspiring a host of legendary brands to this day,” commented Polaroid’s CEO Oskar Smolokowski. “As this new decade marks a new chapter in the Polaroid story, it’s a moment for us to celebrate that heritage, while keeping our sights set on the future. The new identity for 2020 reflects this, boldly reclaiming the color spectrum as uniquely Polaroid.”
In addition, the rainbow spectrum continues to weave through the brand’s offering with the launch of a special edition instant film, the Color Wave. The colorful film features a host of hues, from moody blues to warming orange and red frames.
Alongside this, the Color i-Type Black Frame film edition is available for the first time. It will become a permanent fixture in the company’s product offering.
The Polaroid Now initially is available for purchase at polaroid.com. Its recommended retail price is $99.99. Further, the color i-Type Black Frame film edition and Color i-Type Color Wave Frame film have SRPs of $16.99.