New York, NY—Polaroid presented the latest addition to its instant film lineup: the Polaroid Round Frame Retinex special edition film. The release pays homage to the Retinex Theory created by Polaroid founder and great inventor Edwin H. Land.
Further, the special edition film delves into the perception of colors in relation to their surroundings. This unique film design captures the interplay of colors that Land’s theory highlights.
At its core, the Retinex Theory unravels the intricacies of how human eyes and the brain interpret colors. It attempts to shed light on the dynamic interplay between an object’s color and its surroundings. Subsequently, Polaroid’s new film captures and accentuates this phenomenon. Thus, it promises a one-of-a-kind visual adventure.
Polaroid Round Frame Retinex Color i-Type Film
What sets this special double pack edition apart are the included 10 distinct frame designs. These frames act as a canvas, magnifying the interplay of colors. “Each photograph taken with the Polaroid Round Frame Retinex film encapsulates the wonder of color perception and honors Edwin Land’s pioneering theory.” 
These limited special edition frames are a tribute to Polaroid’s heritage. The goal is to enable photography enthusiasts to own a piece of the company’s history. “It’s a fusion of science and design that embodies our commitment to innovation and Edwin H. Land’s enduring legacy,” added Oskar Smolokowski, Polaroid’s chairman.
What’s more, Polaroid collaborated with Charlie Toqué, animation director at Thisis Jelly. Toqué created a lively animation set in an imaginative and psychedelic world. The visual storytelling serves as an engaging lesson on the Retinex Theory, adding an entertaining play on color theory.
The special edition boasts 10 distinct frame designs within the double pack of 16 films in total. The frames transform each shot into a canvas that magnifies color interplay. The Polaroid i-Type Color Film Round Frame Retinex edition is now available for purchase. The double pack has a suggested retail price of $33.99.
